Senior CRM Automation Specialist

4 weeks ago

Redditch, Worcestershire, United Kingdom Halfords Full time

Job Title: Senior CRM Automation Specialist

Job Summary: We are seeking a highly skilled Senior CRM Automation Specialist to join our team at Halfords. As a key member of our CRM team, you will be responsible for developing and optimising our automation programme, ensuring customer engagement and LTV is maximised.

Key Responsibilities:

  • Develop the existing CRM automated programme for all Halfords customer bases, focusing initially on email and looking for opportunities within SMS, DM, Online personalisation, Paid Search and Social.
  • Design and build new automated campaigns to support business needs and/or using customer and data insight.
  • Work with the creative agency to ensure emails are optimised for accessibility and 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.
  • Use new and available data models and customer data to create dynamic and highly personalised campaigns efficiently, plus test and learn to ensure campaigns drive the desired results.
  • Use segmentation techniques to select audiences to target campaigns to the right customers, using the right channel ensuring that customers receive appropriate levels of contact.
  • Develop a plan and carry out multi-variant testing.
  • Constantly 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: design agency, data providers, dynamic content agency and email send provider.
  • Assist with transformation programmes and data integrations.
  • Ensure all CRM activity is delivered within agreed budget.
  • Carry out competitor reviews to establish best in class email & CRM activity.
  • Assist with the wider CRM programme as and when required.
  • Support new project developments when required.
  • Become a super-user on all Halfords CRM systems.

Requirements:

  • Experience working in a similar role - retail or services background an advantage.
  • Experience of email automation and optimisation essential.
  • Experience of personalisation techniques across multiple channels desired.
  • Good knowledge and hands on experience with 'Email Service Providers' E.g., Cheetah Digital Marketing Suite.
  • Experience of Apteco Faststats (Orbit) and Peoplestage an advantage.
  • Obsessive attention to detail and takes responsibility for the accuracy of their work.
  • Confidence and assertiveness when dealing with a variety of external agencies and internal stakeholders at different levels.
  • Strong capability for analysing customer data and campaign data with strong inclination towards fact-based decisions. Must have hands on experience defining and selecting customer audiences
  • Good understanding of databases and logic.
  • Confident individual with excellent communication and copywriting skills.
  • Excellent organisational skills with ability to operate on a wide range of topics and projects at one time.
  • Enjoys working at pace in a fast moving and constantly changing environment.
  • Strong problem-solving skills.
  • Passion for customer and constantly curious, obsessed with delivering the right message at the right time and with the right content.
  • Can-do attitude and the determination to achieve results.
  • Productive team member, collaborating effectively with all teams across the organisation, who can see how CRM operates within a broader marketing and overall business strategy.
  • Enjoys working as part of a team.

We are an equal opportunities employer and proud to welcome applications from all backgrounds and embrace diversity within our one Halfords Family.

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