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Senior CRM Executive
Job Title: Senior CRM Executive
Location: Hybrid – London Office - St Katharine Docks, London E1W 1UN
Reports To: Performance Marketing Specialist
Department: Digital
Job Overview
The Senior CRM Executive is responsible for assisting in the development and management of Musto’s customer relationship management strategy to enhance customer engagement, drive loyalty, and increase revenue. This role involves working closely with the performance marketing specialist, copywriter, and the wider marketing team to support the execution of effective email marketing campaigns. The Senior CRM Executive will contribute to ensuring the CRM system is maintained, optimised, and compliant with all relevant regulations.
Roles and Responsibilities
Email Marketing Strategy and Execution
- Support the development of the email marketing strategy in collaboration with the Musto Performance Marketing Specialist, aligning objectives with the digital team's goals and KPIs.
- Assist in defining target audience segments and contribute to creating relevant and engaging email content, including newsletters, promotional emails, and automated campaigns.
- Collaborate with the creative team, including designers and copywriters, to ensure correct messaging and visually appealing email content.
- Develop engaging and relevant email content that resonates with our target audience, including newsletters, promotional emails, and automated campaigns.
- Responsible for creating and scheduling email campaigns and segmenting subscribers based on their interests, behaviour, and demographics.
- Own the Email Planning calendar and collaborate with the marketing and eCommerce teams on the main stories for the month based on the promotion and marketing calendars.
- Work with the Ecommerce Merchandiser to identify the monthly product focuses based on product stock levels and seasonality.
- Create and schedule automated email programs.
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List Management and Maintenance
- Support in maintaining the email list by assisting in keeping it up to date, segmenting subscribers, and identifying inactive or unengaged subscribers.
- Identify audience segments based on behaviour and preferences to target with personalised communication.
- Aid in ensuring data integrity and accuracy within the CRM system.
- Assist in automating customer data integrations across paid marketing platforms.
- Support in raising tickets with our development team for any pixel or data integration fixes.
Performance Analysis and Optimisation
- Assist in monitoring and analysing key email metrics and KPIs, such as open rates, click-through rates, retention rates, conversion rates, and revenue generated.
- Deliver actionable insights and recommendations derived from data analysis.
- Participate in A/B testing on email subject lines, content, and calls-to-action to contribute to improving performance.
- Support in optimising email campaigns based on performance data to achieve better results.
Compliance and Best Practices
- Stay informed about email marketing regulations and assist in ensuring compliance with laws such as CAN-SPAM, GDPR, and CASL.
- Implement industry best practices in email marketing and CRM management under the guidance of the Performance Marketing Specialist.
Reporting and Continuous Improvement
- Contribute to creating regular reports for the team and senior management, providing insights into the effectiveness of email marketing campaigns.
- Support in identifying areas for improvement and contribute to implementing new strategies and technologies.
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Collaboration and Leadership
- Work closely with the Performance Marketing Specialist and marketing team to ensure alignment of CRM activities with overall marketing strategies.
- Provide support and assistance to team members involved in email marketing and CRM activities.
- Work closely with the marketing team to create branded content emails which align with the marketing plan and calendar.
Requirements
- 3+ years of experience in CRM management, email marketing, or related roles, preferably within an eCommerce environment.
- Experience setting up and creating email templates, campaigns, and content in Emarsys.
- Experience setting up automation programs in Emarsys.
- Familiarity with CRM and email marketing platforms (e.g., Salesforce, Emarsys, Magento) is essential.
- Basic understanding of email marketing metrics and analytics tools.
- Strong communication skills, both written and verbal.
- Detail-oriented with good organisational skills.
- Ability to work collaboratively in a team environment.
- Interest in email marketing regulations and compliance requirements.
- Creative mindset with a desire to learn and grow in the role.
- Analytical mindset, experienced in A/B testing and data analysis.
- Proactive attitude.
- Basic HTML knowledge and familiarity with email design principles.
- Google Analytics experience.
Preferred Qualifications
- Bachelor's degree in Marketing, Communications, Business, or a related field.
- Knowledge of customer segmentation and personalisation strategies.
- Experience creating email automation strategies to convert subscribers and drive repeat purchases.
- Retail industry experience preferred although not essential.
- Excel knowledge.
- GA4 experience.
- Photoshop or Adobe XD experience.
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Skills
CRM Management
Email Marketing
Emarsys
Customer Segmentation
A/B Testing
Data Analysis
Google Analytics
HTML
GDPR Compliance
Automation Programs
Performance Analysis
Copywriting Collaboration
Location