CRM Specialist

Hybrid - Details to be discussed

Basic salary range £27,000 - £35,000 with car allowance or lease (job need), pension, critical illness pay, life assurance, 23 days holiday (plus bank holidays), single health care.

Position Summary

Reporting into the Head of CRM & Data, the CRM specialist’s key focus will be to lead the team to leverage our customer database to drive customer engagement and retention, building comprehensive customer journeys which result in desired commercial outcomes.

Developing customer-led segmentation and personas that support the overall strategy. Focus on creating and improving data flows and associated automations to create seamless, efficient processes across the CRM team and wider business functions. Supporting the integrity of our data and databases. 

Position Responsibilities & Accountabilities

Lead and coach the team of CRM Marketing Executives to develop and implement the CRM contact strategy to create personalised, engaging, and targeted experiences which support customers through their purchase and loyalty lifecycle, and deliver commercial outcomes  Develop and manage the end-to-end implementation of email/SMS campaigns including data segmentation, creative design, testing and reporting to generate leads/bookings/sales/test drives as well as drive loyalty and brand consideration Seek to identify new opportunities for customer-relevant communication programmes and to seek to optimise all programmesto maximise performance  Working closely with Marketing managers to plan and execute campaigns to drive business performance and brand objectives  Work closely with the relevant members of the marketing teams to obtain customer brand and market insights that support the development of customer segmentation and personas  Instil a test and learn approach to campaign and activity optimisation, utilising data to identify testing opportunities. Reviewing test performance, reporting back on key learnings and utilising findings to optimise the communication programmes and campaign performance  Report, analyse and communicate performance regularly, drawing insight and making recommendations that drive growth.   Lead on data automations and integration in conjunction with the wider CRM & data team  Supporting the development of a first party data strategy through identifying and championing effective ways to grow the contactable customer database and retain valuable customers. Collaborate with key stakeholders to implement relevant strategies and changes as required Collaborating with the Digital team to identify and deliver triggered communications from web behaviours (eg. form fills, registrations, abandoned baskets)  Working closely with the Salesforce specialist to ensure platform integrations/migration priorities are aligned, along with identifying any areas of opportunities for automations, platform integrations, continuous improvement  Tracking the health of contactable database, making recommendations to increase the number of customers we can contact directly   Forward-thinking and always seek effective ways to grow the contactable customer database and to develop data driven personalisation, which will also include identifying new opportunities for customer relevant communication programmes Identifying ongoing opportunities for automations of data, records review, and overall database health management, creating ongoing efficiencies across the team/business  Understanding and ensuring compliance with GDPR and internal policies around legitimate interest. Suggest improvements to policies where relevant, balancing business goals with the appropriateness and frequency of direct to customer communications  Ensuring contactable customer database is regularly cleansed and maintained. Identify and ensure delivery of automations which improve the speed and accuracy of these processes.  Managing and coaching a high performing team of marketing executives: developing their skills, capabilities and experiences and ensuring effective delivery of agreed objectives.   Establishing best practice communication principles.   Regularly reviewing the market and competitor set best practice, to ensure we deliver a sector leading proposition  Budget management accountabilities

Knowledge, Skills and Experience Required

Commercially and results driven with an analytical mindset  Minimum 3 years’ experience within digital/CRM marketing  Demonstrable understanding of the customer lifecycle and how/why drive retention and loyalty  Understand the importance of seeking and using data in to make better decisions  Solid grasp of the key metrics for monitoring and measuring the health of the customer database, email campaigns and retention  Understands the importance and opportunities presented by customer segmentation and personalisation  Knowledge of GDPR, including marketing consent and legitimate interest  Robust understanding of CRM tools, email testing opportunities and methodologies  Strong attention to detail and eye for quality  A self-starter, a problem-solver who is highly organised and able to prioritise and deliver to deadlines  Confident communicator who can create effective working relationships with stakeholders and key team members  Proficient in using full Microsoft Office Suite  Comfortable working independently, able to lead and develop teams and effectively manage stakeholder relationships  Positive attitude with hands-on approach. Thrives in fast paced environment with ambition to continuously improve  Role model leadership behaviours and values, and adopt a continuous improvement approach