CRM & Loyalty Manager
Location: JD Sports PLC – Head Office – Bury, Greater Manchester
The JD Group is a leading omnichannel retailer of sports, fashion, and outdoor brands. Our Outdoors division owns iconic UK retailers like Blacks, Millets, and Ultimate Outdoors, with digital platforms vital to inspiring and enabling outdoor experiences.
We are seeking a customer & data-driven, commercially focused Senior CRM and Loyalty Manager to optimise CRM performance and improve customer loyalty programmes across our outdoor brands.
Role Overview:
The purpose of this role is to manage loyalty and CRM activity across all JD Sports Outdoor Brands - GO Outdoors, Blacks, Millets, Naylors & Ultimate Outdoors. Focusing on email, Push and SMS as well as creating best practice across all selections, reporting observations and providing recommendations to key stakeholders within the business.
Key Duties/Responsibilities:
* Managing campaigns and driving best practices across JDO for email. Push and SMS.
* Work to activate and leverage the new CRM/ESP platform – Bloomreach
* Support new developments for group wide initiatives such as re-platforming and continuous improvement.
* Maintain and improve product and content catalogues to aid dynamic content, automation and personalisation across coherent customer journeys.
* In the role, you will support the JDO marketing and digital departments with test and learn programmes and work closely with the insight team on ROI improvements.
* Improve ROI of campaigns, through better selections, including using available targeting and segmentation tools ( propensity, value segmentation) to best effect as well as creating new targeting techniques.
* Implement digital membership to improve data accuracy and launch new personalised JDO membership schemes
* Recommend, test and learn new approaches to enhance loyalty programmes
* Support and help build out reporting suite within Bloomreach to improve monitoring and shareability of data, results and database health.
* Managing the customer database, ensuring that it is cleans and that we are protecting our deliverability reputation by targeting customers effectively by monitoring IP’s and working with Bloomreach, Validity and other Heads of and leads across the group.
* You will understand the customer lifecycle, implement test and learn in order to optimise communications across all channels, email, SMS, print, social and outbound.
* Work closing with the loyalty team developing key campaigns for the GO outdoors membership to drive sessions and sales.
* Work with the [Group Head of CRM/Marketing Director] monitoring group targets and costs as well as organising regular catch ups with other groups leads to share best practice
* Defining and implementing segmented and promotional email communication plans including lifecycle programmes and behavioural targeting.
* Implementing measures to reactivate lapsed and dormant customers plus recommending plans for divesting old data.
* Working with the multichannel, buying and merchandising teams to plan promotional email campaigns promoting key product areas and brand messages.
* Continued analysis and measurement of email, push and SMS performance and benchmarking against competitors and other leading retailers for best practice.
* Continuously analysing and reporting site and content performance and recommending improvements and developments.
* As part of the JDO marketing and digital team, set a great example to all colleagues of the business.
Skills/Experience/Knowledge needed:
* Experience of CRM programs is essential (Bloomreach a huge benefit)
* Ideally a retail marketing background
* Line management experience
* Strong stakeholder management
* Digital analytics (GA/web tools)
* University graduate or equivalent marketing qualification is advantageous.
* Strong influencing skills
* Strong organisational skills and a good multi-tasker is essential