CRM and Loyalty Manager in Leicester

Are you a data-driven marketer with a passion for customer engagement? Topps Tiles is seeking a CRM & Loyalty Manager to manage our direct communications and loyalty initiatives. Reporting into the Head of CRM & Loyalty, you’ll manage campaigns across email, SMS, and direct mail, using Bloomreach to refine segmentation and personalisation strategies that drive customer engagement and sales. From optimising loyalty schemes to enhancing automated customer journeys, you’ll play a pivotal role in shaping our CRM growth strategy. If you’re ready to make a measurable impact in a dynamic retail environment, we’d love to hear from you!

• Customer Loyalty
  • To manage the implementation of our customer loyalty schemes to increase customer engagement, frequency and spend.
  • This includes:
  • Project managing trials for new mechanics and scheme improvements.
  • Managing the communications of our Gold Trader VIP programme including automated comms architecture and data science process to select and reclassify Golds.
  • To organise research which helps us understand customer loyalty and opinions such as surveys, focus groups and brand trackers.
  • Trade campaigns and competitions such as digital gamification, supplier-funded competitions, and trade mailers.
• Direct Communications & CRM
  • To define the direct communications execution plan/calendar across email, direct mail and SMS to ensure the use of these channels is effective in generating customer incremental sales/ROI and engagement.
  • Lead the targeting and personalisation approach for all segments and journey stages to drive the right message to the right customer at the right time.
  • To develop automations such as welcome programmes and lead conversion – hands on experience in campaign setup within a CRM system is essential, ideally Bloomreach or a similar CEP/CDP.
  • To lead improvements in personalisation within direct comms.
  • To lead all measurement, experimentation and optimisation of direct communications to make iterative improvements to performance.
  • To lead data inputs to direct communications, including where needed, predictive models and data science such as basket analysis, ATV and RFM segmentations.
  • To manage the accuracy and suitability of our customer data for direct marketing and adhere to GDPR and PECR requirements.

• Knowledge of direct marketing techniques and strategy (mail, email, SMS);
• Experience in planning, creating and deploying marketing that drives retention and engagement.
• In depth knowledge of using CRM systems and CRM strategy, ideally a Customer Engagement Platform such as Bloomreach.
• Knowledge of customer segmentation and profiling techniques;
• Extensive knowledge of loyalty schemes and customer loyalty strategies;
• Experience of managing budgets.
• Line management and end to end project management skills; from brief to launch.
• Strong commercial, numerical, analytical and problem solving skills.
• Strong communication, influencing and stakeholder engagement skills.

In a culture where hard work is recognised and great results are rewarded, you can look forward to a company bonus that will give you a share of our success (Up to 25% of your base salary). Then there’s a generous staff discount, a Share Save scheme, pension and life assurance, a holiday allowance that increases with length of service and a wide range of other benefits. Plus flexible working, free on-site parking, generous discounts on products and services and more. A lot more. We’re committed to promoting talent from within too, which means you’ll be well-supported to build a rewarding career with an individual development plan and lots of training on offer.