Behavioural CRM Specialist

**Overall purpose of the role**:
Improve customer retention and growth through planning, development and delivery of the strategic automated behavioural digital journey roadmap.

**Scope of role**:
**Major accountabilities of role**:
1. Drive customer retention, engagement and growth by planning and delivering the automated behavioural digital journey roadmap.

2. Move forward the companies current basic welcome and retargeting digital campaigns, as well as introducing a suite of new automations that take our customer journeys to the next level by helping them make the right choice of which product is for them and what additional products may suit them in the future based on browsing activity and previous purchases.

3. Work with the Data & Insight team to develop segmentation models that optimise customer performance ensuring lifecycle communication journeys are consummate with their worth.

7. Analyse and report on the performance of all automated digital communications, measuring for example: delivery rates; open rates; unsubscribe rates; click-through rates; conversion rates; number of orders; revenue; margin - identifying key trends what messages/content/triggers are working best, and taking action as appropriate to improve future performance.

8. Work with paid social team to retarget identifiable lapsed customers with the view to driving engagement back via 'free' owned channels.

9. Keep up to date with industry developments so Lakeland can be at the forefront of new technologies to improve customer journeys and engagement.

**Experience and capability requirements**:
**Essential Experience**:

- Proven CRM experience specifically in planning and developing automated campaigns triggered from behavioural data ideally in a multichannel retail business with a significant online presence
- Proven experience in articulating a strategic CRM roadmap, getting buy-in from stakeholders and taking them on the journey as it is delivered
- Proven experience in reporting results from new automated programmes and initiatives and using the results to guide future decisions.
- Experience of using consumer insight to inform the execution of targeting customer communications
- Proven 3rd party relationship management experience with an ESP
- Experience of using an ESP to build and send effective communications
- Good computer literacy - Microsoft Excel, Word and Powerpoint
- Ideally experience of using consumer insight/ 'big data' to personalise and execute targeted customer communications
- Ideally experience in using design software e.g. Photoshop, InDesign

**Capability**:

- Extremely well organised and deadline driven, with the ability to plan and juggle multiple concurrent timelines in a fast paced environment, coping well under pressure
- Commercially savvy, with the ability to balance data and creativity to make decision likely to boost customer engagement as well as drive a commercial response
- An advanced level of numeracy with a strong attention to detail
- Build and nurture positive relationships with key stakeholders across the business, influencing and collaborating to deliver positive outcomes
- Excellent personal, written and verbal communication
- A team player, able to collaborate with others whilst positively challenging and welcoming feedback to drive self improvement

**About Lakeland**:
Founded in the early 60s, we are still a family owned business with the same strong values of quality and customer care now as when we first started. From selling plastic bags for home freezing from the Rayner family garage in Windermere, to over 4,000 kitchen and home products today, Lakeland has grown to the extent that we now send out thousands of parcels a day from our Kendal despatch centre, and we have stores nationwide stretching from Aberdeen to Exeter, with more in the pipeline.

**Benefits**:
There are many benefits to being part of the Lakeland team. Other than being part of a huge and happy working family, our colleagues are rewarded with a competitive salary, discretionary bonus scheme and a group personal pension plan.

There are 29 days’ paid holiday (including bank holidays) and generous discounts on our products. We offer a great retail environment, and the chance to be part of a team who like to work and socialise together.