Frasers Group
CRM Lead
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Company Description
At Frasers Group we’re rethinking retail. Through digital innovation and unique store experiences, we’re serving our consumers with the world’s best sports, premium and luxury brands globally. As a leader in the industry, we’re elevating the retail experience for our consumers through our collection of established brands, including Sports Direct, FLANNELS, USC, Frasers, and GAME.
Why join us?
Our vision - we are building the planet’s most admired and compelling brand ecosystem
Our purpose - we are elevating the lives of the many with access to the world’s best brands and experiences
At Frasers Group, we fear less and do more. Our people are forward thinkers who are driven to operate outside of their comfort zone to change the future of retail, embracing challenges along the way. The potential to elevate your career is massive, the experience unrivalled. To be able to make the most of it you need to live and breathe our principles:
- Own it and back yourself - Own the basics, own your role and own the result
- Think without limits - Think, think fast, think fearlessly
- Be relevant - Relevant to our people, our partners and the planet
Are you ready to join the Fearless?
Job Description
The Role
We are looking for an experienced and commercially focused CRM Lead to lead CRM Activation across all of our brands and EU markets. Working closely with the Head of CRM, you will translate customer, behavioural and commercial insights into targeted, personalised and measurable customer experiences across the CRM eco-system.
You will be responsible for driving customer engagement, retention, purchase frequency and lifetime value through effective campaign activation, segmentation and personalisation, balancing short term commercial performance with long-term customer value and driving incrementality.
Key Responsibilities
- Campaign Planning, Activation and Optimisation
- Own and lead on the end-to-end campaign activation process across all CRM channels, brands / markets.
- Partner closely with Trade, Digital Marketing and Partner and Brand Marketing teams to translate commercial priorities, seasonal and brand moments and customer opportunities into effective CRM strategies and activation plans.
- Develop and optimise the CRM channel mix and strategy and ensure communications are co-ordinated.
- Own campaign QA and governance and activation standards.
- Identify opportunities to increase the strength of personalisation and content relevancy.
- Collaborate with the relevant teams to expand and enrich customer data points to provide stronger signals for personalisation.
- Establish a culture of test, learn and optimise and implement structured A/B testing framework.
- Own CRM deliverability strategy, ensuring strong inbox placement and audience health.
- Own all campaign performance reporting, balancing short-term commercial objectives with long-term customer value
- Use all insights to identify customer opportunities and recommendations to drive CRM KPIs.
- Continuously seek opportunities to drive AI enabled CRM optimisation and productivity, to reduce campaign and journey production time.
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Audience and Segmentation
- Lead on the development and advancement of audience segmentation.
- Translate customer insight into actionable audience strategies.
- Identify data enrichment opportunities to expand segmentation capabilities.
- Work with the relevant teams to unify audience segmentation and activation across the eco-system.
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Customer Journey and Lifecycle
- Support the CRM team on scaling the development and activation of high-intent automated journeys and customer lifecycle journeys.
- Ensure automated journeys are appropriately triggered, sequenced and co-ordinated with campaigns.
- Collaborate with the relevant teams to drive true omni-channel customer journeys across the eco-system.
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Team Management
- Manage, lead and coach a team of senior CRM executives, CRM executives and CRM assistants, to build a high performing, collaborative CRM activation team.
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Other
- Support Head of CRM on the migration and onboarding of a new CRM platform.
- Partner with data, technology and CRM platform teams to maximise the value of the CRM technology and unlock new capabilities.
- Identify opportunities for new technology to accelerate CRM growth.
- Partner with the Frasers Plus team to develop and activate CRM strategies that drive member acquisition, retention and customer value.
- Act as the main contact for all Partner Marketing CRM activations.
Qualifications
- Proven experience in a senior CRM, customer lifecycle, customer engagement or retention role, responsible for setting strategy and delivering commercial results.
- Experience working within a high-volume B2C retail and fashion environment is desirable
- Strong experience of end-to-end CRM campaign planning, activation and optimisation across multiple channels.
- Demonstrable experience in customer segmentation and audience strategy.
- Strong understanding and knowledge of CRM platforms.
- Experience leading, developing and motivating teams.
- Highly adaptable and commercially aware.
- Excellent stakeholder management and strong communication skills, able to influence and present strategies to senior leaders and cross functional teams.
- Strong analytical and data driven decision making skills, with ability to translate insights into clear actions and business outcomes.
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Additional Information
Along with your benefits package we also offer a wide range of perks for our colleagues:
- Frasers Champion - Our employees are at the heart of our business and we ensure individuals are recognised every single month for their hard work. Frasers Champion is a peer nominated scheme where 8 winners will receive double their pay for a month where they have lived the Frasers Group values.
- Retail Reconnect – In order to build the planet's most admired and compelling brand ecosystem, all employees must understand our business, product and customers. Each financial year, head office employees will gain insights by spending one to two days in one of our stores or the warehouse. The goal is to learn how the work you do impacts our teams on the frontline, and to bring ideas back to the office which will improve how we work.
- Fearless 1200 – Fearless 1200 is our way of recognising our growth. It’s bold, ambitious, and designed to reward colleagues across the business for living our values and delivering impact. Fearless 1200 links how we perform to how we're rewarded – check out the video link to find out more - https://www.youtube.com/watch?v=O0qmvJofMew
Employee Welfare
- Frasers Fit – Our Everlast Gyms Team are on a mission to make our workforce the best, and fittest on the planet! We run free gym classes for employees as well as discounted memberships to our clubs. Frasers Fit is our wellbeing programme which aims to support and improve colleagues Physical, Financial & Mental wellbeing. The app is accessible for every employee and includes training, nutrition and lifestyle advice- all completely free.
- Retail Trust – We know that its not just about physical health, mental wellness is equally important which is why all of our employees get free access and support from the Retail Trust charity. This includes a 24 hour wellbeing helpline, wellness hub, counselling and financial/legal support.
What’s next?
Our Recruitment Team will be reviewing applications and all candidates will receive a response, whether you are successful or unsuccessful. Shortlisted applicants may be asked to confirm a few key details before being booked in for a first stage interview with the Recruiter - this will be behaviourally focussed and centred around how you align with our Culture and Values. If successful we anticipate one or two further interview stages with the Hiring Manager/wider team which will be more technically focussed and could include a presentation/task so we can see your skills in action.
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