Global CRM Executive

Overview

The Barbour story began in 1894 in South Shields in the North East of England. Founded by John Barbour, the company supplied oilskins and other garments to sailors, fishermen and dockers. Barbour remains family owned and now in its fifth generation, with HQ in South Shields. Under the leadership of Chairman Dame Margaret Barbour, Barbour has grown into a lifestyle brand sold in over 55 countries worldwide, offering a wardrobe of stylish functional clothing, footwear and accessories inspired by the British countryside. The iconic Barbour Bedale and Barbour Beaufort wax jackets continue to be made by hand in the factory in South Shields. In 2020, Barbour launched Wax for Life, which includes re-waxing, repairs (first introduced in 1921) and Barbour Re-Loved, an upcycling circularity initiative. Each year over 70,000 wax garments are sent back to Barbour globally to be repaired, rewaxed or altered.

Position Overview

We have an exciting opportunity for a Global CRM Executive to join our Ecommerce team, based at our Head Office in South Shields. As Global CRM Executive, you will support the implementation of the wider CRM strategy, working closely with the Global Ecommerce Marketing Manager and Email & CRM Analyst to deploy a robust, engaging customer retention and data acquisition strategy. This role will be focused primarily on planning and executing CRM activity, through email and SMS, to align to a strategy that successfully grows our CRM channel whilst aligning to the commercial calendar. The primary objectives for the role are to increase engagement with the Barbour consumer, elevate perception of the Barbour brand and its offerings, support strategic business objectives, such as increasing the purchase of clothing lines, and deliver revenue.

Essential Duties and Responsibilities

• CRM Strategy implementation & campaign delivery

• Support the Ecommerce Marketing Manager in building detailed customer forecasts, segmentation strategy and achieving customer KPIs
• Manage and support planning of the CRM campaign calendar, working with internal teams and wider E-commerce team to ensure alignment
• Adapt creative assets supplied to design and create emails to ensure they meet local market objectives (DE/US/UK/IT) whilst adhering to global brand strategy and email best practice
• Work with local markets to take briefs of email requirements and provide best practice guidance to support the global CRM strategy
• Continually A/B test content, copy, segments and send times for persistent optimisation
• Build emails within Bloomreach in advance ready to deploy to targeted segments as agreed with Ecommerce Marketing Manager and wider E-commerce team
• Coordinate and manage with internal creative teams to deliver all CRM assets, including print and fulfilment for direct mail, email HTML development, and targeting on XCM (CDP)
• Stay abreast of all movements within the world of CRM and eMarketing, globally
• Ensure all campaigns are executed on time and within budget
• Working closely with the Ecommerce Marketing Manager and Email & CRM Analyst to deliver a strong e-CRM plan, including designing automated email lifecycle and triggered campaigns to drive purchases on all brand sites
• Assist in production of retailer and DTC CRM projects where required

• Reporting & Budgeting
• Deliver reporting to ensure all metrics are regularly monitored and targets met. Provide weekly campaign results, monthly KPI reports and email overviews to the business using Bloomreach, Google Analytics and FastStats results.
• Share weekly tests ahead of time allowing for feedback and optimisation
• Regular competitor and market trend analysis within the eMarketing space

• Database and data capture
• Assist with data-related internal customer queries
• Upkeep the hygiene and standardisation of our CRM platforms – XCM and Bloomreach
• Support Retail team with requests relating to loyalty in stores
• Work with Retail teams to drive data capture in store and digital team for online, as well as continuously strive to improve the CRM database and quality of information
• Ensure all data and campaigns are GDPR compliant
• Look at ways of improving data on site through checkout, header, footer, overlays

Skills and Experience

• Relevant degree or similar experience.
• Experience of email, CRM or analysing data.
• Creative and innovative – Has creative ideas to support business objectives.
• Confident working with Excel and large sets of data.
• Confident using Microsoft PowerPoint.
• Inquisitive self-starter.
• Highly analytical.
• Eye for detail.
• A quick learner.

Additional information

• Some domestic travel required.

Benefits

• Discretionary Company bonus scheme
• Staff Discount
• Staff Shop
• Healthcare Cash Plan
• 25 days holiday as standard increasing with length of service plus bank holidays (prorata\’d to contract length)
• Access to training and development activities to support your career development
• Free onsite parking
• Subsidised canteen
• Operate hybrid & flexible working
• 4pm finish on a Friday
• Wellbeing support
• Refer a friend bonus scheme
• Reward & Recognition Program
• Length of Service Rewards

Note: In the event that a sufficient volume of suitable applications are received, the post may close prior to the specified closing date. Please apply as soon as possible if interested.