Frasers Group
Senior CRM Executive
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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
Join our team as a Senior CRM Executive reporting into the CRM Lead focused on European markets for Sports Direct, where you'll play a fundamental role in nurturing customer relationships and driving engagement across multiple markets. We are seeking a candidate who is passionate about CRM strategies, possesses a deep understanding of consumer behaviour, and is committed to delivering personalized and impactful campaigns. As a Senior CRM Executive, you'll have the opportunity to shape our customer communication strategy and enhance our sales and brand's connection to various audiences.
Key Responsibilities
- Partner with marketing and cross-functional teams to design and deliver CRM campaigns that engage audiences across multiple European markets, drawing on your CRM expertise to shape strategy and execution.
- Own the email marketing calendar across all EU markets, aligning content and timing with trading trends, commercial priorities, and seasonal moments.
- Line manage and develop a CRM Assistant, providing coaching and collaborating closely on strategic direction.
- Lead the orchestration of omni-channel customer journeys, ensuring a seamless experience across touchpoints.
- Build and maintain customer segmentation strategies tailored to each European market, ensuring communications remain relevant and engaging for distinct audience groups.
- Work closely with marketing and content teams to produce compelling email and cross-channel communications suited to European audiences.
- Implement and continuously optimize automated CRM workflows, delivering timely, personalized touchpoints throughout the customer journey.
- Track and analyze campaign performance (open rates, click-through rates, conversion, retention), turning data into actionable insights and recommendations.
- Stay ahead of CRM trends and best practices across European markets, adapting strategy to make the most of emerging technologies and approaches.
- Collaborate with external partners and agencies where needed to strengthen CRM strategy and execution across European markets.
- Maintain up-to-date knowledge of GDPR, PECR, and evolving regulatory requirements affecting CRM marketing across Europe.
- Drive audience activation and segmentation.
- Shape data strategy and collection practices.
- Oversee email deliverability performance.
- Maximize use of the CRM tech stack.
- Lead journey orchestration end-to-end.
- Define and report on CRM value measurement.
- Optimize automated behavioural and lifecycle workflows across EU markets.
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Qualifications
- A motivated and innovative individual with a passion for CRM and a deep understanding of consumer landscapes.
- Proficiency in CRM software and tools, as well as experience with email marketing platforms and automation. Familiarity with Emarsys and Klaviyo is a plus.
- Strong analytical skills, capable of deriving insights from CRM data to refine campaigns and improve customer engagement.
- Effective communication skills, with the ability to convey CRM strategies and results to both technical and non-technical stakeholders.
- Experience in developing and executing successful CRM campaigns, including audience segmentation, content creation, and performance analysis.
- Familiarity with European consumer preferences, cultural nuances, and communication trends that influence CRM strategies.
- Proven track record of enhancing customer engagement, retention, and loyalty through CRM initiatives.
- Fluent in English, ideally with proficiency in other European languages being a significant advantage.
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 - Fearless 1200
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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 it’s 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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