CRM Officer (Customer App)

The CRM Officer (App & Mobile) will be responsible for developing, executing, and optimising the mobile communications strategy across SMS, Push Notifications, and later exploring new channels such as WhatsApp, with the primary goal of increasing digital engagement, driving traffic to both our website and mobile app, and enhancing customer acquisition and retention.

By leveraging Salesforce Marketing Cloud (SFMC) and a data-driven approach, this role will be key to growing our subscriber database, expanding opt-ins for mobile communications, and delivering personalised experiences to our customers. The CRM Officer will work closely with product, technology, and marketing teams to ensure the mobile CRM strategy aligns with broader business objectives, ultimately helping to drive the success of our mobile app and customer engagement initiatives.

What You’ll Do:

• Mobile Communications Strategy: Working closely with the Customer Engagement Manager to deliver and execute a comprehensive mobile communications strategy that engages customers and drives traffic to the mobile app and website through SMS, Push Notifications, and eventually WhatsApp messaging.
• Subscriber Growth & Engagement: Lead initiatives with the Customer Engagement Officer to grow and manage the mobile subscriber database, driving opt-ins for mobile communications from both existing customers and new subscribers.
• Campaign Management: Plan, create, and deploy SMS and Push Notification campaigns using Salesforce Marketing Cloud (SFMC), ensuring messaging is tailored, timely, and optimised for customer engagement.
• Personalisation & Segmentation: Utilise first-party data to personalise communications and optimise segmentation strategies, ensuring the right message reaches the right customer at the right time.
• Cross-Functional Collaboration: Work closely with the wider CRM team, product and technology teams to ensure alignment of mobile communication strategies with product launches and overall digital marketing objectives.
• Analytics & Reporting: Monitor campaign performance metrics (open rates, click-through rates, conversion rates, etc.) and generate detailed reports to assess effectiveness. Share insights with stakeholders highlighting key metrics, successes, and areas for improvement. Use data to inform future campaign strategies.
• Journey Mapping & Automation: Working with the CRM Operations team to create and manage customer journeys in Salesforce Marketing Cloud’s Journey Builder, ensuring that mobile messaging is automated and aligns with the customer lifecycle. Look for opportunities to elevate our existing automated lifecycle programmes with mobile notifications.
• Testing & Optimisation: Implement A/B testing strategies to continuously optimise mobile communications, ensuring maximum impact and user engagement.
• Innovation & Trend Awareness: Stay updated on mobile marketing trends and emerging technologies, recommending new approaches or tools to enhance the mobile CRM strategy, including the exploration of WhatsApp.

What You’ll Bring:

• Mobile CRM Experience: 2+ years of experience in CRM or mobile marketing with a focus on SMS, Push Notifications, and mobile app communications.
• Campaign Execution: Strong background in creating, managing, and optimising mobile campaigns, with a focus on driving user engagement and retention.
• Salesforce Marketing Cloud Expertise: Proven experience with Salesforce Marketing Cloud, including Mobile Studio, Journey Builder, and Automation Studio, to design and deliver mobile campaigns.
• Personalisation & Segmentation: Experience using first-party data to personalise mobile messages and effectively segment audiences.
• Analytics & Reporting: Ability to monitor, analyse, and report on mobile campaign performance, providing actionable insights to improve future campaigns. Experience with data analysis tools and reporting platforms.
• Cross-Functional Collaboration: Strong communication and collaboration skills to work effectively with product, marketing, and technical teams.

Ready? Good - because we can’t wait to see what you can offer. You’ll be joining a team of diverse, passionate, and talented individuals where you’ll truly belong, collaborating on projects that will shape the future of our industry. If you’re excited about this role but don’t meet all the criteria, we encourage you to apply. You may be the right candidate for this role or another one, and our recruitment team can determine where your skills may fit in at Primark.

If you need any reasonable adjustments or have accessibility requests during your recruitment journey, such as extended time or breaks between online assessments, a sign language interpreter, mobility access, or assistive technology please contact your talent acquisition specialist.

All offers of employment are subject to background checks, including right to work, reference education and for some roles criminal and financial checks. If you have any concerns please reach out to our talent acquisition team to discuss.