The Senior CRM and Loyalty Manager is responsible for recruiting and managing a team of campaign and loyalty specialists. An expert in the field of CRM, loyalty and customer marketing - their remit is to lead and own on the Loyalty programme proposition including; maintenance, innovations, projects, performance, reporting and analysis. Additionally, they lead on all customer journeys and mobile messaging all with a goal to increase customer satisfaction and key KPIs including; revenue, profitability, frequency, AOV, APRU and CLTV.
This is a strategic role with an emphasis on delivery and mentoring.
This is a high-profile role with lots of visibility.
Reports to: Head of CRM
Team: CRM & Loyalty team within Digital Remit
Works closely with: CRM Analytics team, CRM Audience and Systems team, Trade Email team, Digital Marketing team, Ecommerce team, Retail, Marketing and Finance.
Desirable Product Knowledge & Experience :
- Strong Salesforce experience across SFMC, Loyalty Management and Service Cloud
- Loyalty schemesCampaign management
- Customer lifecycle journey building
- Testing
- Project management
- Data literate and data driven
- Reporting, analytics and insight
- Refer a Friend Schemes
- Movable Ink/ Personalisation
- Mobile Wallet marketing platforms
- Google Drive and Microsoft Office suites
- Project management tools, Jira & Confluence
- Strong understanding of MarTech stack, including platform integrations and data flow
Main Duties & Responsibilities:
- Work with Senior CRM and Digital team to define and deliver CRM campaign and loyalty strategy
- Lead mentor and support the team to:
- Define CRM and loyalty lifecycle stage and deliver campaigns, developing automated and triggered campaigns.
- Deliver loyalty programme development and innovations.
- Deliver CRM and loyalty led personalisation across email,web and stores.
- Deliver customer communications across various channels including email, mobile messaging and web and stores.
- Define economic model, tiers, rewards, benefits and promotions for loyalty programmes.
- Deliver projects to increase profitability
- Deliver day to day management of the CRM and loyalty campaigns and programme.
- Leading on positioning loyalty as the essential identity layer within an AI-driven purchase funnel, ensuring schuh retains customers and remains a destination, not just a transaction endpoint.
- Define, deliver and QA CRM and Loyalty IT projects.
- Troubleshoot issues as they arise
- Conduct test and learn activity using MTV and implement learnings (multivariate testing)
- Monitor and report on performance and KPIs and share with wider team and business
- Increase acquisition, retention, engagement and value of loyalty customers
- Define and deliver strategies and tactics to enhance KPI performance
- Work alongside the email trade team and act as subject matter expert for campaigns that overlap with CRM and loyalty customers.
- Align CRM and loyalty activity with the wider marketing calendar and business goals
- Jointly manage and build relationships with CRM and loyalty 3rd parties.
- Lead team to communicate, educate and train CX, retail and wider business on CRM and loyalty
- Monitor and stay informed of industry innovations and competitor activities
- Ensure brand DNA is conveyed in all CRM communications
- Enthusiastic to learn and willing to get stuck in
- Willingness to travel regularly
- Contribute to customer research projects
- Contribute to market expansion strategy
- Ensure all activity with brands adheres to GDPR policies
- Keep abreast of data legislation changes and collaborate with DPO
- Understand and comply with the Company's Health & Safety policy and procedures.
Other skills & competencies:
- Leadership
- Communication
- Innovation
- Technically minded
- Automation
- Planning and organising
- Project management
- Problem solving
- Stakeholder management
- Confident presenting to stakeholders at all levels
- Ecommerce and digital experience
- Omnichannel experience across in-store & online
- Negotiations and contracts
- Forecasting
- Personalisation
- Multichannel projects
- customer journeys
- Customer lifecycle management
- Cross channel communications
- Managing 3rd parties
- Testing and QA
- Data feeds
- AI knowledge and experience
- Collaborative
- Self starter
- Positive, can do attitude
- Decision making
- Deadline focussed
- Influential and good at building relationships
- Mentoring
- Commercial
- Creative
- Fashion and footwear industry knowledge
- Segmentation
- Detail orientated
- Accuracy
- Clear sense of priorities
- Multitasking
- Excel
- Numerate
- MTV testing
- Strong command of English language
- Data Analysis and insight
- Data storytelling/ contextualising data
- Data visualisation
-
About the perks/benefits
- Up to 40% product discount for you and your loved ones
- Up to 29 days holiday (including bank holidays) increasing to 34 after three years’ service
- Your birthday off to celebrate you
- Flexible working hours / contracts to work when suits you
- Perk platform for hundreds of discounts
- Manage, save and access your wages as you earn them to get paid your way
- Employee assistance programme to support your wellbeing through resources, helplines and Virtual GP services.
- A pension scheme to help you save for the future
- Development and progression opportunities across store and Head Office
- Opportunity to be a part of our company Purpose Groups
About schuh
At schuh we are the ‘Same but different’.
By embracing diversity and promoting inclusivity, we aim to empower our people to be fiercely and unapologetically themselves.
This means you will support our commitment to diversity, equality and inclusion, and ensure that colleagues and customers from all backgrounds, beliefs and communities are treated fairly.
We are committed to providing reasonable adjustments to support disabilities or health conditions. Please let our talent team know of any adjustments needed during the hiring process.
Our Talent Acquisition Team will work as quickly as possible to review your application. In the meantime, if you have any questions or would like any additional information at all, please contact talent@schuh.co.uk
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