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CRM Manager
CRM Manager
Home. There’s no place like it.
And there’s no feeling like helping people create the joy of feeling truly at home. At Dunelm, that’s what we do. We’re the UK's number one choice for homewares because we make home life lovelier for our customers. And the caring and supportive culture we've created makes this a place you'll feel right at home too.
We are the UK’s Number One homewares retailer offering c100,000 products building a consumer-focused total retail business that delights customers through our multichannel operation.
Department Overview
CRM works within the performance marketing team in the Digital area of our business. We are tasked with contributing to the overall business growth through digital performance. Due to the direct link our channels have with customers online and instore, we are a team who interact with many different areas of the business. We consider our role being to connect our customers with our fabulous product and everything that is great about shopping with Dunelm.
Work Your Way, Together
We’re a hybrid business, which means you’ll have flexibility alongside time together with your team. In this role, you can expect 2 days a week in the office or on-site, helping you stay connected, collaborate and do your best work for our customers.
Objectives, Goals & Responsibilities:
The key objectives and goals of the role are to grow awareness of Dunelm’s product range, improve engagement and retention and increase shopping frequency and average order value through relevant and timely communications and notifications.
As the CRM Manager, you will…
- Support & develop the customer relationship strategy and planning within the CRM team, delivering towards the overall CRM and Digital growth strategy.
- Develop our customer email marketing and push notification approach to become more relevant & timely whilst retaining a product focus that keeps us in line with brand messages and brings value & enjoyable shopping experiences for our customers.
- Optimise the use of our CRM technologies to increase the degree to which we use data in our marketing comms to increase relevance and performance but also to create efficiencies and scale what we do.
- Continually develop your understanding & application of the data, email and push notification platform functionality to increase our adoption of these and drive value and performance as a result.
- Develop & undertake opportunities across email and other channels including onsite personalisation, My Account on Dunelm.com and the Dunelm app and store e-receipting/vouchering to improve the customer experience & order frequency.
- Work with our data and I&A teams to implement a robust test and learn culture across our CRM campaigns, audiences and communication initiatives.
- Be technical, commercial and creative in everything you do, able to stretch the boundaries and step change how we use our data, our communications and the orchestration of messaging.
- Build and maintain brilliant, and collaborative, relationships with key stakeholders from digital trading, technology, I&A and brand marketing teams.
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The role will be varied and evolve fast, you’ll need to:
- Be adept in the use of Salesforce Marketing Cloud or similar ESP.
- Be the driving force for change in how we use Salesforce to meet our email growth, personalisation and revenue targets.
- Test and learn wherever possible utilising all agreed opportunities within the email platform to improve what we do.
- Support the CRM team in delivering engaging communications, using data and insight to personalise content, drive relevance and inspiration and target for performance.
- Forge and maintain strong relationships throughout the business, and across the wider Customer, Commercial and Technology teams.
- Strengthen engagement and involvement with internal stakeholders, ensuring people internally and externally feel well informed and empowered.
- Leverage our technology and third party systems, ensuring we get maximum value from both.
- Champion the use of data in email communications hard – from collection of data to grow and strengthen the database, apply segmentations and develop our ability to personalise content, we need data to be at the heart of what we do as a CRM team & what we send to customers.
- Use our measurement framework and KPI's to share our successes and challenges in email marketing helping to inform us of how to grow the contribution of the channel further.
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You will have an open mind and unbiased approach to your role, support continuous improvement by sharing your own knowledge, experience and insights and be able to work collaboratively and enthusiastically in a fast changing and responsive environment.
Essential Skills:
Your Skills & Experiences
- A proven track record working in customer teams within in a B2C retail business, with good digital exposure
- A proven detailed understanding of methods in Salesforce Marketing Cloud for personalising content, journeys and experiences based on customer behaviors, audiences and data.
- Demonstrated ability to plan based on commercial and customer needs & to retain flexibility in approach.
- Highly commercial and customer focused
- Excellent communication and the ability to work collaboratively and in a cross functional environment
- Analytical, curious mindset, confident with numbers and with a growth mindset.
Behaviors we look for:
Stronger Together:
- Providing clear, simple and succinct messages that engage others
- Building a network of internal and external connections to help with decision making
Keep Listening and Learning:
- Being able to respond to and commit positively to changing needs to achieve business agility.
- Exploring other areas of the business and joining the dots.
Long Term Thinking:
- Using data and latest research to acquire a deeper understanding of our customers and their experiences.
- Providing clarity of purpose and direction for others to help them align their contribution.
- Making timely and proactive decisions based on intuition and information, knowing when we know enough.
Act Like Owners:
- Embracing challenges, getting to root causes and delivering sustainable solutions.
- Seeking to be a leading voice in your area of expertise.
- Future-proofing activity to avoid duplication and inefficiencies further down the line – keeping things simple
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