Head of CRM

**Overview**

Reporting to the Director of Customer, you will have accountability for developing, designing, and transforming our overall business strategy for Personalisation and CRM Programmes.

This is a 12-month fixed term role, which requires you to transform our ways of working, as we introduce and upskill the team with onboarding new technology to deliver significant step changes in our 1:2:1 communications.

As Screwfix reaches a more mature growth stage, we are starting to consider the role CRM and Personalisation will play across our customer proposition. In this role you will be required to evaluate and work through the complexities of Screwfix and start to assess how we maintain our competitive advantage through the art of CRM and Personalisation Programmes.

This role requires you to be 100% customer centric, understanding the feasibility, viability and desirability of all levels for Personalisation which can enhance and transform our customer experience at Screwfix. Your sole purpose is to significantly enhance and move forward our 1:2:1 customer communications. If you have a passion for personalisation and loyalty strategy, creating experiences that customers will love, and a desire to step change the way we manage customer lifetime value, then this role could be perfect for you.

This is a hybrid role, where you'll be based in our Head Office in Yeovil 3 days a week, working flexibly around the core office hours of 10am-3pm.

**Key responsibilities**

Our Digital Customer Team is going through a huge transformation at the moment, and this role is about making us digital first, and delivering cutting edge CRM programmes our customers will ultimately love.

You will need to lead the continuous development of our customer segmentation models, operational excellence and a culture of test and learn across the whole department.

This role has access to all senior stakeholders, and you are expected to develop the strategy, engage on key performance metrics, and support the development of the wider Screwfix loyalty initiatives. Ultimately driving change and transforming our CRM ways of working.

Within this you will manage the overall strategy, definition, development and implementation of our customer CRM and personalisation strategy across the Screwfix brand.

**You will be accountable for**:

- Defining what loyalty and personalisation looks like in a Screwfix world, and how this fits together across our current propositions.
- Developing the eco system and defining how we drive customer stickiness for the next 2-5 years. (Working in collaboration with our Head of Propositions).
- Developing the overall CRM strategy for the total the Screwfix business, together with a view for each category area, which helps drive forward business growth in these divisions. Supporting the team to drive growth with our “trade customer”, and our “DIY customer”. Together with this look to improve long term value with all customers and develop the way we manage customer pathways / journeys, with integration across all channels.
- Devising and delivering incremental sales plan for all activity and lead measurement of all investment of agreed markdown spend for Screwfix to drive greatest business and customer benefit.
- Transforming the way we work with agencies, and support the team to understand the right working model for on-going future plans.
- Managing the analytics, targeting and evaluation, supporting the delivery of best in class campaigns, using segments, propensity modelling, and advanced profiling etc.
- Ensuring all campaigns are performing against key performance metrics, traffic, revenue, incremental sales, ROI, CRT’s, open rates, opt outs and Screwfix promoter score.

**Required skills & experience**
- 15+ years’ experience in CRM and personalisation space.
- Proven ability to lead teams through transformation / change
- The ability to communicate and distil often complex customer narratives, together with being able to convey very clear story telling skills both verbally and written. At the executive board level.
- Experienced leader and coach / ability to transform a department.
- Ability to understand the bigger picture thinking and clearly articulate the future strategic vision.
- Good understanding of all tech players in the CRM world, braze experience would be ideal.
- Ability to champion the voice of your customer within the business to drive effective decision making and ensure all ideas and plans are anchored in clear customer insight.
- Innovative thinker with proven experience in testing new ideas and concepts.
- Excellent stakeholder management and influencing skills.
- Strong / High level of commercial acumen, able to make clear recommendations in investment cases.
- Very experienced at influencing, and solid level of negotiation skills.
- Experience working across multiple projects simultaneously
- Strong analytical mind-set / background
- Innovative and inquisitive - ability t