The Senior CRM and Loyalty Manager is responsible for recruiting and managing a team of campaign and loyalty specialists. An expert in the field of CRM, loyalty and customer marketing - their remit is to lead and own on the Loyalty programme proposition including; maintenance, innovations, projects, performance, reporting and analysis. Additionally, they lead on all customer journeys and mobile messaging all with a goal to increase customer satisfaction and key KPIs including; revenue, profitability, frequency, AOV, APRU and CLTV.
This is a strategic role with an emphasis on delivery and mentoring. This is a high-profile role with lots of visibility.
Reports to: Head of CRM
Team: CRM & Loyalty team within Digital Remit
Works closely with: CRM Analytics team, CRM Audience and Systems team, Trade Email team, Digital Marketing team, Ecommerce team, Retail, Marketing and Finance.
Desirable Product Knowledge & Experience:
- Strong Salesforce experience across SFMC, Loyalty Management and Service Cloud
- - Loyalty schemes
- - Campaign management
- - Customer lifecycle journey building
- - Testing
- - Project management
- - Data literate and data driven
- - Reporting, analytics and insight
- - Refer a Friend Schemes
- - Movable Ink/Personalisation
- - Mobile Wallet marketing platforms
- - Google Drive and Microsoft Office suites
- - Project management tools, Jira & Confluence
- - Strong understanding of MarTech stack, including platform integrations and data flow
Main Duties & Responsibilities:
- Work with Senior CRM and Digital team to define and deliver CRM campaign and loyalty strategy
- - Lead, mentor and support the team to define CRM and loyalty lifecycle stages and deliver campaigns, developing automated and triggered campaigns
- - Deliver loyalty programme development and innovations
- - Deliver CRM and loyalty led personalisation across email, web and stores
- - Deliver customer communications across various channels including email, mobile messaging, web and stores
- - Define economic model, tiers, rewards, benefits and promotions for loyalty programmes
- - Deliver projects to increase profitability
- - Deliver day to day management of the CRM and loyalty campaigns and programme
- - Define, deliver and QA CRM and Loyalty IT projects
- - Troubleshoot issues as they arise
- - Conduct test and learn activity using MTV and implement learnings
- - Monitor and report on performance and KPIs and share with wider team and business
- - Increase acquisition, retention, engagement and value of loyalty customers
- - Define and deliver strategies and tactics to enhance KPI performance
- - Work alongside the email trade team as subject matter expert for overlapping campaigns
- - Align CRM and loyalty activity with the wider marketing calendar and business goals
- - Manage and build relationships with CRM and loyalty 3rd parties
- - Lead team to communicate, educate and train CX, retail and wider business on CRM and loyalty
- - Monitor and stay informed of industry innovations and competitor activities
- - Ensure brand DNA is conveyed in all CRM communications
- - Willingness to travel regularly
- - Contribute to customer research projects and market expansion strategy
- - Ensure all activity adheres to GDPR policies and keep abreast of data legislation changes
About the perks/benefits:
- Up to 40% product discount for you and your loved ones
- - Up to 34 days holiday (including bank holidays)
- - Your birthday off to celebrate you
- - Flexible working hours / contracts to work when suits you
- - Perk platform for hundreds of discounts
- - Manage, save and access your wages as you earn them
- - Employee assistance programme to support your wellbeing
- - A pension scheme to help you save for the future
- - Development and progression opportunities across store and Head Office
- - Opportunity to be a part of our company Purpose Groups
About schuh:
At schuh we are the 'Same but different'. By embracing diversity and promoting inclusivity, we aim to empower our people to be fiercely and unapologetically themselves. We are committed to providing reasonable adjustments to support disabilities or health conditions.
Source: LinkedIn - https://www.linkedin.com/jobs/view/senior-crm-loyalty-manager-at-schuh-4433109017/
