Senior CRM Executive
16 hours ago
We are seeking an experienced Senior CRM Executive to join our Group CRM team. In this role, you will be responsible for developing and optimising our automated email programme, ensuring customer engagement and lifetime value is maximised.
### Key Responsibilities
* Develop the existing CRM automated programme for all Halfords customer bases, focusing on email and exploring opportunities in SMS, direct mail, online personalisation, paid search, and social media.
* Design and build new automated campaigns to support business needs, leveraging customer and data insights.
* Work with the creative agency to optimise emails for accessibility and ensure they convey messages in an engaging and relevant manner within the Halfords brand guidelines.
* Assist with the optimisation of the contact strategy for Motoring Club members and non-members email programme.
* Represent the Automation team to key stakeholders and lead relevant projects.
* Utilise new and available data models and customer data to create dynamic and highly personalised campaigns efficiently, testing and learning to ensure campaigns drive desired results.
* Employ 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.
* Continuously review performance at weekly, periodic, and total campaign levels to advise the business on CRM performance and provide fact-based recommendations.
* Collaborate with external partners, including design agencies, data providers, dynamic content agencies, and email send providers.
* Assist with 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.
* Support the wider CRM programme as required.
### Requirements
* Experience working in a similar role, preferably in retail or services.
* Experience with email automation and optimisation is essential.
* Knowledge and hands-on experience with email service providers, such as Cheetah Digital Marketing Suite, is desirable.
* Familiarity with Apteco Faststats (Orbit) and Peoplestage is an advantage.
* Strong attention to detail and ability to take responsibility for accuracy.
* Confidence and assertiveness when dealing with external agencies and internal stakeholders.
* Capability for analysing customer data and campaign data, with a strong inclination towards fact-based decisions.
* Good understanding of databases and logic.
* Excellent communication and copywriting skills.
* Strong organisational skills, with the ability to operate on a wide range of topics and projects simultaneously.
* Enjoys working at pace in a fast-moving and constantly changing environment.
* Strong problem-solving skills.
* Passion for customer-centricity and delivering the right message at the right time.
* Can-do attitude and determination to achieve results.
* Productive team member, collaborating effectively with teams across the organisation.
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