Office Shoes
CRM Manager
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Job Description
The CRM Manager is responsible for creating and developing the brand's CRM, online retention and customer communications strategy, including delivering the email and mobile marketing plan, reporting on KPIs and building long-term, profitable relationships with customers.
Working alongside the Insight Analyst, the CRM Manager is also responsible for managing, developing and mining the customer database to provide insight into customer behaviour, improve marketing performance and increase customer engagement metrics.
What we are offering you
CRM
- Design marketing strategies to retain, reward and reactivate customers at different stages of the customer lifecycle, with a key focus on improving customer retention rate.
- Adapt the CRM strategic plan throughout the year in response to new opportunities, trading priorities and challenges within a fast-paced retail environment.
- Own and develop the CRM infrastructure, building on the Bloomreach platform to integrate new data sources, improve visibility of customer behaviour and broaden targeting opportunities.
- Review and integrate new marketing channels into the CRM mix, including SMS, app push and in-store opportunities.
- Identify opportunities to run targeted cross-channel campaigns across email, social and display.
- Use targeting and personalisation technology to improve the relevance of marketing communications.
- Devise, test and roll out a customer loyalty or reward programme for OFFICE and/or OFFSPRING.
- Develop strategies to increase awareness of office.co.uk in store and drive sales from the offline audience.
- Analyse market trends and keep up to date with industry best practice.
- Manage the CRM Assistant to support delivery of the CRM roadmap.
- Manage CRM agency relationships and internal stakeholders.
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Reporting
- Forecast revenue uplift from proposed promotions and marketing initiatives to the existing user base.
- Report the performance of new marketing initiatives using control segments to measure incrementality.
- Provide weekly and monthly customer KPI reports, identifying actionable trends.
- Provide additional reports on customer marketing activity as required.
Database
- Grow the database through effective lead generation and reduction in churn.
- Work with the Insight Analyst to refine customer segmentation models and support data hygiene, profiling and extraction.
- Act as the company's gatekeeper for online data protection and privacy.
Email Channel
- Differentiate the marketing approach for OFFICE, OFFSPRING and Offcuts.
- Plan email activity in line with trade plans and weekly revenue targets.
- Work with the CRM team on the creation and scheduling of newsletters and all email communications, including copy and layouts.
- Act as the company's in-house expert on deliverability, monitoring scores, troubleshooting issues and refining the sending process.
- Work with the design team to optimise email templates for mobile, tablet and desktop.
- Collaborate with internal teams including Retail Operations and Buying & Merchandising on business-wide projects to ensure a consistent customer message across channels.
- Ensure all design, copy and imagery used is on brand and relevant to the target audience.
- Improve the content and execution of transactional emails.
- Monitor and report the results of all email marketing activity on a weekly and monthly basis.
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Additional Role-Specific Duties
- Any other duties that may be required.
What we are looking for
Requirements
- Educated to Level 6 standard (Bachelor's degree or equivalent)
- Minimum three years' experience in online CRM marketing, ideally within fashion and/or retail.
- Proven experience of managing retention and CRM programmes and database management.
- Proven experience of building workflows within a CRM system.
- Proven track record of working in a sales-driven commercial trading environment.
- Experience managing a team.
- Strong email marketing experience and knowledge of email marketing tools.
- Budgeting and forecasting experience.
Competencies
- Good communication skills
- Ability to work to tight deadlines, both independently and as part of a team.
- Excellent team player with a focus on delivery.
- Understanding of current data protection and privacy legislation.
- Strong copywriting skills
- Good knowledge of web analytics, including Google Analytics, and strong Excel, Word and PowerPoint skills.
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