CRM Specialist

**BAT is evolving at pace - truly like no other organisation.**

**To achieve the ambition, we have set for ourselves, we are looking for colleagues who are ready to live our ethos every day. Come be a part of this journey**

**BAT UK** **IS LOOKING FOR A** **CRM SPECIALIST**

**SENIORITY LEVEL**:Management

**FUNCTION**: C&CE

**SUB FUNCTION**: GCE - CX Activation

**LOCATION**:London

**TYPE OF CONTRACT**:Permanent

**BENEFITS**
- Flexibility for working from home (depending on the work requirements)
- UK yearly Incentive Bonus - competitive % based on business results and average annual salary
- Share Reward Scheme (free shares and share saving scheme), Group Personal Accident Insurance, Life Assurance
- Flexible Benefits Scheme: Tax Return Assistance, Cycle To Work, Holiday Trading, Dental Insurance, Travel Insurance; Onsite Gym and Gyms Discounts-discounts at over 3,700 gyms, SPAs, pools, studios and outdoor fitness events across the UK; Season Ticket loans-Interest free loans for purchase of annual tickets for public transport

**ROLE POSITIONING AND OBJECTIVES**

The CRM Specialist sits within the Retention team, as part of the wider CX Activation team.

The CRM Specialist will support the CRM Manager in developing CRM strategy and deploying the CRM capability roadmap. They will own the coordination of PoCs with DRBUs/Markets and oversee planning and execution of PoCs, working closely with internal teams and external agencies. They will act as the CRM and marketing automation expert and be the main point of contact to provide DRBUs/Markets with best practices, insight and support. They will own data collection and analysis, continuously optimisation all CRM activity.

**What is the direct impact of this role on the team or organization?**

The CRM specialist will support the CRM manager to drive best in class CRM activity, to improve customer satisfaction and retention. They will support DRBUs/Markets to deliver best in class CRM and Marketing Automation experiences that deliver seamless consumer journeys for consumers, maximising retention amongst consumers.

**Reports to**

CRM Manager

**Number of Direct Reports
**0

**Core Relationships**

**Internal **-***
- Category Teams / GCE (CX Activation, Content, Partnerships) / TM&D, DBS, SP&I / D&A / DRBUs/Markets

**External **-***
- Activation agencies

**Geographic Scope
**Global

**Travel Required**

Up to 10% of time

**WHAT YOU WILL BE ACCOUNTABLE FOR**
- Working closely with other teams to capture and identify business requirements for CRM implementation;
- Developing PoCs that aim to increase customer retention and loyalty, conduct A/B tests and identify bottlenecks to improve open rates, click through and ultimately, increase consumer lifetime value;
- Coordinating CRM/Marketing Automation PoCs with markets, including planning PoCs, managing relevant agencies, overseeing deployment and sharing results with wider teams;
- Sharing relevant templates based on successful PoCs with markets as examples, driving adoption of CRM tools and technologies;
- Managing external agencies and vendors and ensure value from third parties is maximised;
- Analysing consumer journeys to identify areas for future PoCs;
- Analysing data to provide insights into the operation, effectiveness, and productivity;
- Creating and delivering the CRM test and learn/optimisation plan;
- Executing and tracking CRM activities on a global level, ensuring results are shared with relevant activation teams;
- Monitoring and analysing key performance metrics to provide actionable insights to activation teams;
- Creating performance reports for internal stakeholders, sharing clear insights, learnings and recommendations;
- Aligning end market execution with respective local CRM managers, helping educate markets on CRM and Marketing Automation best practice;
- Setting global best practice on CRM and Marketing Automation, and support DRBUs/Markets with activation;
- Coordinating and supporting integrations with third-party apps, plugins, and tools;
- Assisting in identifying and resolving data anomalies and errors; maintaining a high level of data integrity.

**CAN THIS BE YOUR FUTURE ROLE?**
- Do you have experience working within a CRM role?
- Do you have experience with marketing automation tools (e.g. Salesforce Marketing Cloud)?
- Do you have experience activating and managing Marketing automation and CRM campaigns to deliver a seamless consumer journey?

**ESSENTIAL EXPERIENCE, SKILLS AND KNOWLEDGE**
- Graduate Degree
- Previous experience in a CRM team, executing CRM activities and driving retention
- Ability to plan and manage Marketing Automation campaigns
- Deep understanding of how different activation touchpoints work together, and the role of CRM in the consumer journey
- Experience in driving PoCs and how to incubate pilots to rapidly learn
- Deep industry expertise in Consumer goods, preferably in combustibles/NC
- Experience working with agencies and briefing and managi