Senior CRM Specialist

4 days ago


Worcester, Worcestershire, United Kingdom Halfords Full time

About the Role

The Senior CRM Specialist will play a key part in the growth of our CRM team at Halfords, assisting with the creation and development of Group communications.

This role will work closely with the wider CRM team, Digital, Category, Trading and the Marketing Team to contribute to a first-class CRM programme, communicating key messages to the right audience at the right time using the most relevant channel.

Main Responsibilities

  1. The Senior CRM Specialist will deputise for the CRM Manager for all trading requirements, supporting and developing the overarching BAU schedule, and helping to support Executives throughout the campaign lifecycle.
  2. This role will be a super user of the CRM toolkit: Liveclicker, Marigold Content Designer and advocate of personalisation capabilities.
  3. The Senior CRM Specialist will be a support to the CRM Executives, providing help, guidance and problem-solving on projects.
  4. This role will own the BAU testing plan, using the latest innovation and technology to create dynamic and highly personalised campaigns efficiently.
  5. The Senior CRM Specialist will use segmentation techniques to select audiences to target emails to the right customers, ensuring that customers receive appropriate levels of contact.
  6. Audit data to ensure customer behaviour is being targeted appropriately, inbox deliverability is maximised and return on investment is optimised.
  7. Constantly review email performance, at weekly, periodic, and total campaign levels, to advise the business on CRM performance and provide fact-based recommendations.
  8. Ensure Group CRM is executed seamlessly across all channels and be a champion of brand guidelines and tone of voice.
  9. Work with the creative agency to ensure emails are optimised for accessibility and they convey messages in an engaging and relevant manner within the Halfords brand guidelines.
  10. Carry out competitor reviews to establish best in class email & CRM activity.


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