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CRM & Retention Lead

1 month ago

Bristol, United Kingdom Heidi Full time

Heidi

Heidi was born to make it easy for more and more people to discover the power of the mountains. We burst onto the ski holiday market in 2018 and have seen exponential growth - leading to this year being ranked in The Sunday Times - Hundred Fastest Growing Companies.

The company came from a desire to fix the lack of flexibility in the winter ski market. We help skiers and mountain lovers discover resorts that are hidden gems alongside the classics, and our clever tech is helping them to do it in a way that suits them best. We’re a youthful, challenger brand, with an awesome culture, and we’re shaking up a very traditional ski/mountain holiday industry.

We have huge ambitions for growth, and we are looking for someone who will be fundamental to the success of our vision and is excited to help us drive that forward


The role

Our lean but dynamic Growth team thrives on innovation, creativity, and a drive for constant improvement. We are looking for a strategic and data-driven CRM & Retention Lead to own our customer engagement and retention initiatives. You will have responsibility for CRM, Marketing Automation and Retention at Heidi.


What you’ll be doing

  • Own the CRM function at Heidi - with a view of understanding and enhancing the customer experience and driving retention through personalised communications.
  • Lead our retention strategy to increase customer loyalty and lifetime value.
  • Utilise data to identify how key customer segments behave. Develop campaigns and automated communications based on insights to meet individual segment needs.
  • Map out the customer journey from initial contact to post-purchase engagement, using NPS and other signals to improve future communications.
  • Work closely with the sales team to implement marketing automation flows and identify customer contact opportunities to help improve enquiry efficiency.
  • Lead on requirements for the CRM tech stack and guide the choice of platform we adopt
  • Identify key areas of opportunity using cohort analysis to understand the sources of our most profitable customers, with a view to sizing various opportunities for experimentation and testing
  • Integrate owned data with other advertising platforms for seamless data flow and unified customer profiles for targeting and exclusion purposes
  • Devise the loyalty strategy - with a view of pricing incentives for various segments and the testing of other benefits
  • Own and optimise our marketing opt in strategy maximising growth in our addressable database, staying abreast of the latest industry changes and best practices
  • Collaborate with the data team to ensure the KPIs and performance dashboards are maintained and updated to easily understand the impact on overall business objectives
  • The role reports into the Head of Growth and will need to be comfortable working independently and lead the function


What you will bring


Essential

  • This role is suited to a data-driven marketer. The work is analytical and being comfortable interpreting and managing complex data analysis tasks is a must.
  • Hands on experience implementing lifecycle marketing and CRM best practice, for a DTC or ecommerce brand is preferable.
  • You're able to identify quick wins and make trade-offs, while maintaining analytical best practice
  • You take an experimentation-first approach, to set up campaigns to help prove or disprove hypotheses

Desirable

  • You stay ahead of the curve and are aware of the latest developments in CRM and keen to implement the very latest thinking at Heidi
  • You’re comfortable working in a fast-paced dynamic environment, often challenged with ambiguity on the requirements - you have a problem solving mentality
  • Ambitious leader who wants a career-defining role at one of the UK’s fastest growing companies - with the opportunity to eventually build out a first-class team
  • Excellent written and verbal communication skills


Why work with us?

  • £45k-£70k (based on experience) salary
  • 25 days annual leave + bank holidays + 4 “me/wellbeing” days
  • Flexible working: we’re open to hybrid (min 2 days in the office) as this role benefits from the in-person collaboration between various teams.
  • £1,000 Heidi holiday credit + additional holiday discounts.
  • Vitality health insurance.
  • Enhanced parental leave
  • A chance to build something great and work with a fantastic bunch of people.

We want to create an inclusive environment that celebrates the diversity of our people whilst enabling them to do the best work of their careers. We are committed to ensuring that all our people processes are equitable. All applicants will be considered for employment without attention to ethnicity, religion, sexual orientation, gender identity, family or parental status, national origin, veteran, neurodiversity status or disability status.