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 - remit is to lead and own the Loyalty programme proposition including maintenance, innovations, projects, performance, reporting and analysis. Additionally, they lead on all customer journeys and mobile messaging with a goal to increase customer satisfaction and key KPIs such as 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.
Required skills:
- Strong Salesforce experience across SFMC, Loyalty Management and Service Cloud
- Testing
- Project management
- Data literate and data driven
- Reporting, analytics and insight
- Refer a Friend Schemes
- 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 stage 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 and 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 (multivariate testing).
- 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 and act as subject matter expert for campaigns that overlap with CRM and loyalty customers.
- Align CRM and loyalty activity with the wider marketing calendar and business goals.
- Jointly 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.
- Enthusiastic to learn and willing to get stuck in.
- Willingness to travel regularly.
- Contribute to customer research projects.
- Contribute to market expansion strategy.
- Ensure all activity with brands adheres to GDPR policies.
- Keep abreast of data legislation changes and collaborate with DPO.
- Understand and comply with the Company's Health & Safety policy and procedures.
Other skills & competencies:
- Leadership
- Communication
- Technically minded
- Automation
- Planning and organising
- Project management
- Problem solving
- Confident presenting to stakeholders at all levels
- Ecommerce and digital experience
- Omnichannel experience across in-store & online
- Negotiations and contracts
- Forecasting
- Cross channel communications
- Managing 3rd parties
- Testing and QA
- Data feeds
- AI knowledge and experience
- Decision making
- Influential and good at building relationships
- Commercial
- Creative
- Fashion and footwear industry knowledge
- Detail oriented
- Accuracy
- Clear sense of priorities
- Multitasking
- Excel
- Numerate
- MTV testing
- Strong command of English language
- Data Analysis and insight
About the perks/benefits:
- Up to 40% product discount for you and your loved ones
- 34 Days 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 to get paid your way
- Employee assistance programme to support your wellbeing through resources, helplines and Virtual GP services.
- 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
CRM - Senior CRM & Loyalty Manager in Livingston employer: schuh limited
Schuh Limited is an excellent employer that prioritises a supportive and inclusive work culture, making it an ideal place for individuals looking to grow in the customer service field. With flexible part-time shifts available during evenings and weekends, employees benefit from comprehensive training and a strong emphasis on teamwork, ensuring that everyone feels valued and empowered to deliver exceptional customer experiences. Located at the Head Office in Livingston, the company fosters a vibrant atmosphere where personal development and career progression are encouraged.
