Senior CRM Manager
4 weeks ago
About the Role
We are seeking a highly skilled Senior CRM Executive to join our Group CRM team at Halfords. As a key member of the team, you will be responsible for delivering our member communications program, creating multi-channel campaigns that drive customer engagement and lifetime value.
Key Responsibilities
- Manage the end-to-end process of Motoring Club CRM campaigns, including planning content, collaborating with designers, and building emails.
- Support weekly trading, ensuring the best content and promotions are delivered to members at the optimal time.
- Support the management of the annual member lifecycle, engaging new members, maximizing benefit redemption, and minimizing churn.
- Manage supplier-funded inventory across Group and Halfords Motoring Club, executing solus campaigns as needed.
- Collaborate with the Loyalty team and external stakeholders to agree content and messaging for Halfords Motoring Club Partner promotions.
- Combine data and technology to create dynamic, highly personalized content, employing test and learn to drive continuous improvement and maximize engagement.
- Select data segments to create targeted audiences, ensuring campaigns are relevant to the right customers, while ensuring customers receive appropriate levels of contact.
- Review performance at weekly, periodic, and total campaign levels, advising the business on CRM performance and providing fact-based recommendations.
- Understand member behavior in depth, using available data and insight to respond directly to their wants and needs.
- Manage relationships with external partners, including design agencies, data providers, and email send providers.
- Conduct competitor reviews to establish best-in-class email and CRM activity.
- Work 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.
- Ensure CRM campaigns are executed seamlessly across all channels.
- Assist with the wider CRM program as needed.
- Become a super-user on all Halfords CRM systems.
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