CRM Optimisation Manager

Department: CRM

Reporting to: Senior CRM Analytics Manager

Overall Purpose of The Role

Provide support to the Senior CRM Manager in the delivery of email & CRM strategy. This role will be responsible for managing the continuous optimisation of engagement and conversion for marketing channels, in addition to managing technical CRM projects related to improving the customer journey, retention, reactivation and data capture.

Key Responsibilities and Duties

• Work closely with the Senior CRM Manager on all marketing strategies across channels on a global scale.
• Optimising channels including email, SMS, clienteling as well as monitoring competitors, and making recommendations.
• Build new and optimise existing targeted multi-channel lifecycle campaigns/automated flows in the ESP, ensuring the journeys are personalised, relevant and localised, and assist to identify ROI.
• Writing complex SQL queries for data retrieval and manipulation.
• Build segments directly within the ESP using SQL queries to maximise campaign targeting across channels.
• Creating and maintaining database documentation.
• Manage strategic A/B testing plan, for continuous optimisation of email KPIs.
• Report on optimisation activities, carrying out deep dive analysis where necessary with recommendations which lead to actionable insights.
• Manage ad-hoc technical projects related to retention, reactivation, customer preferences and data capture.
• Collaborate with the Global CRM analytics, Ecomm project managers, and CRM Clienteling teams on data-driven projects to deliver data consistency, accuracy, cleanliness and optimisation of segmentation opportunities within the platform to achieve increased personalisation.
• Work with Performance Marketing and Paid Social teams to integrate client segments into paid social and search channels for enhanced targeting of campaigns, as well as joined up campaign targeting across different channels.
• Manage the relationship with ESP to ensure we are using the tool to its full potential and identifying future opportunities.
• Act as point of contact for any enquiries/issues/training required in ESP from the wider JC team.
• Ownership of regular CRM campaign analytics to form conclusions and recommendations on next steps to improve KPIs.
• Support with data capture and validation initiatives to increase database growth as well as marketable contacts.
• Ad-hoc support in prepping the Weekly and Monthly Email Reporting ahead of presentation.
• Ad-hoc project support on strategic team goals.

Requirements

• Strong experience with omnichannel customer engagement platforms/ESPs such as Emarsys, Adobe Marketing Cloud, Salesforce Marketing Cloud, Braze etc.
• Strong experience with personalisation tools such as Dynamic Yield, Movable Ink etc.
• Experience integrating data into customer engagement platforms/ESPs.
• Solid foundation of SQL with experience working in relational databases.
• Ability to translate business requirements to technical design.
• Strong analysis and problem-solving competencies.
• Highly proficient in Excel.
• Advantageous to have competency in more specialised analysis or BI tools, such as R, Python, PowerBI or Tableau.
• Ability to work effectively in a fast-paced environment, both independently and as part of a team.
• Excellent communication and collaboration skills.

At Capri, we are all responsible for creating a diverse and inclusive workplace. We try to inspire change and growth within each other and believe success is a result that comes from our differences. Capri is proud to be an equal opportunity employer committed to inclusivity regardless of age, sex, sexual orientation, gender identity, genetic characteristics, race, color, creed, religion, ethnicity, national origin, alienage, citizenship, disability, marital status, military status, pregnancy, or any other legally-recognized protected basis prohibited by applicable law.