CRM Marketing Executive

Purpose Please double check you have the right level of experience and qualifications by reading the full overview of this opportunity below. 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