Lead Crm Campaign Manager

2 days ago

Manchester, United Kingdom The Co-Operative Group Full time

Please note this is an OD Vacancy. This means that only impacted at risk colleagues will be considered in the recruitment process.
Purpose Responsible for developing strategies and plans for omnichannel pan Co-op CRM campaigns in order to engage customers and members at every point of the customer lifecycle, to increase lifetime value and support specific membership KPIs.
Reports to Head of CRM Campaigns
Line Manager of N/A
Contribution Build the annual Membership CRM plan to meet our pan Co-op commercial and community objectives across all direct channels (email, direct mail, push, social etc.). Partner pan Co-op business units and manage relationships with key stakeholders to ensure support for our strategy and plans, ensuring buy-in to change, and key enablers to be delivered for the CRM function. Apply sound understanding of CRM strategy and techniques as well as marketing technology (specifically Salesforce Marketing Cloud) to plan omnichannel customer journeys from trial to nursery programmes, to growth. Build a framework defining target audiences, objectives, channel, contact and messaging strategies, designing, and testing strategies to learn what approaches are most effective in driving engagement and next best actions. Take a lead on medium sized projects and new initiatives to identify the data attributes, technology requirements and analysis needed to support delivery across CRM Campaign, Operations & Technology. Responsible for these whilst in project phase, managing through to established BAU programmes within the team. Make recommendations on how £488k annual budget should be allocated to different audiences and channels to best achieve objectives and key results. Track agency retainer hours on a monthly basis and maximise this third-party resource across the team. This role does not feature specific Line Management requirements but will be expected to supervise and support Campaign Managers on tasks and collaborate closely with internal and external stakeholders. Responsible for the internal resource planning on a quarterly basis, reviewing WIP campaign status on a weekly basis, and reporting overall Membership CRM performance on a monthly basis. Behaviours Successful transformation Driving Innovation Inspirational communicator Forging relationships Empowered to Decide audience strategy and objectives Decide rhythm and requirements of messaging Decide channel strategy and mix, contact strategy and testing strategy Decide requirements for data attributes and analysis needed to support planning and delivery Support the CRM leadership team with strategic decision-making and prioritisation with subject matter expertise Inform the CRM Operation/CRM Technology teams roadmap to ensure customer value is delivered to the maximum potential Guide and supervise junior Campaign Managers with hands-on oversight where applicable Champion opportunities to deliver continuous improvement within the team and freedom to identify and highlight wider emerging opportunities Ensure oversight of the quality of work for third party teams where required Provide CRM Campaign insight as part of a multi-disciplined team, focused on customer journeys and experiences Assess capacity and capability of Campaign Managers inline with the annual plan Troubleshoot issues in delivery if there are production incidents Capabilities Sound understanding of CRM strategy and techniques and marketing technology (specifically Salesforce Marketing Cloud) 3+ years experience of planning omnichannel CRM in high volume, high frequency B2C environments Strong stakeholder engagement skills to gather and shape requirements and influence where required High levels of customer understanding and a passion for driving engagement Comfortable handling data and using data to drive decisions Experience initiating and leading change Work Level Descriptor Accountability Delivery of specialist work based on subject matter expertise, or leadership of large, complex teams Responsible for developing the right capabilities either individually or within their team, enabling work to be delivered effectively Manages team delivery in accordance with agreed budgets Impact As a people-leader, takes responsibility for the delivery of work over shorter timeframes, contributing to achievement of the team's annual plan - empowering their team to deliver discrete pieces of work based on agreed processes As an individual contributor, provides thought leadership to help shape the team's response to challenges, and approach to delivery of the short-term plan Supports and promotes a culture of inclusivity through the actions they take Co-operation Contributes to short-term planning within the team and collaborates with peers to deliver great work that enables the team to succeed As an SME, collaborates with other teams proactively to ensure their expertise helps leaders make the best decisions for Co-op #J-18808-Ljbffr

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