CRM Marketing Manager

1 month ago

Lowestoft, United Kingdom Harrod UK Ltd Full time
Job Description

Purpose


Own the strategy for driving customer retention, reactivation and lifetime value. Responsible for planning and developing multi-channel CRM strategy including implementing and optimising campaign execution and segmentations across Harrod Horticultural and Harrod Sport brands.


Job Description


  • Manage the day-to-day running of our Email marketing strategy including owning the email marketing calendar for our newsletter and the set up/ maintenance of automated customer journeys within Dotdigital, identifying opportunities to regularly optimise performance to drive KPIs (loyalty, engagement, reactivation).


  • Planning and shaping exciting customer journeys and communication strategies based on customer insight and behaviour.


  • Improve relevancy/personalisation of all email through different content or appropriate customer segmentation and targeting including the use of preference centres.


  • Create testing plan to ensure continual test and learn with A/B experiments to drive email KPIs (open rate, click rate, purchase) at customer segment level to ensure we are continuously optimising.


  • Develop initiatives to ensure we are maximising data capture of potential customers (including the set-up of new pop-ups or data capture points across channels) and driving engagement and conversion from these sign ups.


  • Collaborate with the Social Media & Communications Executive to align with broader marketing messaging and content, and manage the build and scheduling of all campaign emails. Including elements of copywriting and visual assets.


  • Own weekly and monthly email and customer segment performance reviews, interpreting data and insights to generate learnings for future activity.


  • Support the growth of customer retention, driving improvements across key metrics such as repeat customer rate and customer lifetime value.


  • Planning and co-ordinating all DM and online brochures, including product selection, pagination planning, creative stages and final print.


  • Event & exhibition management and co-ordination, delivering on customer retention opportunities.


Person Specification


  • A proven background in briefing, executing, measuring and optimising email or digital marketing campaigns


  • Strong organisational skills – able to plan and allocate resource for multiple campaigns and projects of varying complexity


  • Analytical, numerate and results orientated with good commercial judgement and KPI understanding


  • Strong hands-on experience using Dotdigital (or similar ESP systems)


  • Customer focussed with a proven track record of considering customer segments and insight and applying this knowledge to marketing campaigns


  • Strong interpersonal and communication skills with the ability to work as part of a team and with senior stakeholders


  • Proven reporting skills and experience using reporting tools and Excel


  • Ability to assess creative against commercial goals and campaign objectives


  • Attention to detail is essential with good problem-solving skills

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