Senior CRM Automation Specialist
2 weeks ago
An exciting opportunity has arisen for a Senior CRM Executive to join the Group CRM team at Halfords. This role is responsible for optimizing our automation programme to maximize customer engagement and lifetime value.
Key Responsibilities:
- Optimize the existing CRM automated programme for all Halfords brands, focusing on email and SMS, and exploring opportunities in online personalization, paid search, and social media.
- Design and build new automated campaigns using customer and data insights, seeking new design opportunities with CRM creative tools.
- Collaborate with the creative agency to ensure emails are optimized for accessibility and convey messages in an engaging and relevant manner within the Halfords brand guidelines.
- Assist with the optimization of the contact strategy for the Group email programme.
- Utilize new and available data models and customer data to create dynamic and highly personalized campaigns efficiently, testing and learning to ensure campaigns drive desired results.
- Apply segmentation techniques to select audiences for targeted campaigns, using the right channel to ensure customers receive appropriate levels of contact.
- Develop a plan and execute multi-variant testing.
- Regularly review performance at weekly, periodic, and total campaign levels to advise the business on CRM performance and provide fact-based recommendations.
- Work closely with external partners, including design agencies, data providers, dynamic content agencies, and email send providers.
- Support transformation programmes and data integrations.
- Ensure all CRM activity is delivered within agreed budget.
- Conduct competitor reviews to establish best-in-class email and CRM activity.
Requirements:
- Experience working in a similar role, preferably in retail or services.
- Experience with email automation and optimization, as well as personalization techniques across multiple channels.
- Good knowledge and hands-on experience with Email Service Providers, such as Cheetah Digital Marketing Suite.
- Experience with Apteco Faststats (Orbit) and Peoplestage is an advantage.
- Strong analytical skills, with the ability to analyze customer data and campaign data to inform fact-based decisions.
- Excellent communication and copywriting skills, with the ability to work effectively with various stakeholders.
- Strong organizational skills, with the ability to manage multiple projects and priorities.
- Passion for customer-centricity and a commitment to delivering the right message at the right time.
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