Lead CRM Specialist

1 month ago

Redditch, Worcestershire, United Kingdom Halfords Full time

Role Overview

We are thrilled to announce a new opportunity within the Group CRM team at Halfords for a Senior CRM Executive. This role is pivotal in enhancing our member communication initiatives. As part of the Loyalty CRM team, you will be responsible for designing and executing multi-channel campaigns aimed at boosting customer engagement and maximizing lifetime value.

Key Responsibilities

  • Oversee the comprehensive management of CRM campaigns for the Motoring Club, which includes content planning, collaboration with design teams, and email construction.
  • Facilitate weekly trading activities to ensure optimal content and promotions reach members at the most effective times.
  • Manage the annual lifecycle of members, focusing on engaging new members, enhancing benefit usage, and reducing churn rates.
  • Coordinate supplier-funded inventory across the Group and execute targeted campaigns as necessary.
  • Collaborate with the Loyalty team and external partners to develop and agree on promotional content and messaging for Halfords Motoring Club.
  • Utilize data and technology to craft dynamic, personalized content, employing a test-and-learn approach to enhance engagement continuously.
  • Identify and select data segments to create targeted audiences, ensuring relevant communication with customers while managing contact frequency.
  • Regularly assess campaign performance at various levels, providing insights and recommendations to improve CRM effectiveness.
  • Deeply analyze member behavior using available data and insights to align with their preferences and needs.
  • Maintain relationships with external partners, including design agencies and data providers.
  • Conduct competitor analysis to benchmark email and CRM activities against industry standards.
  • Work with creative teams to ensure email communications are accessible and align with Halfords brand guidelines.
  • Ensure seamless execution of CRM campaigns across all channels.
  • Assist with broader CRM initiatives as needed.
  • Become proficient in all Halfords CRM systems.

Essential Skills & Experience

  • Proven experience in a similar role, preferably within retail or loyalty programs.
  • Strong familiarity with Email Service Providers, such as Marigold Engage+ (Cheetah).
  • Experience in planning and executing campaigns across various channels with advanced personalization techniques.
  • Knowledge of Apteco People Stage and Fast Stats is advantageous.
  • Meticulous attention to detail and accountability for work accuracy.
  • Strong numerical and analytical skills, with a data-driven mindset.
  • Hands-on experience in defining and selecting customer segments.
  • Excellent communication and copywriting abilities.
  • Outstanding organizational skills, capable of managing multiple projects simultaneously.
  • Able to thrive in a fast-paced and dynamic environment.
  • Strong problem-solving capabilities.
  • A genuine passion for customer experience, with a curiosity to understand and meet customer needs effectively.
  • A proactive attitude with a commitment to achieving results.
  • A collaborative team player who can work effectively across various teams and levels within the organization.
  • Enjoys teamwork and collaboration.

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