CRM Specialist

3 weeks ago

Cape Town, South Africa Cape Union Mart Full time

Our Customer Experience Department is in search of a culture fit CRM Specialist to join their team and take ownership of the day-to-day planning and implementation of relevant customer journeys to achieve business objectives. The role will require the incumbent to work effectively across multiple teams, including some external partners, to proactively seek relevant information in order to effectively support the overarching customer objectives & ensure the delivery of a world class loyalty programme.

Key Duties
- Drive the design of key customer journeys linked to the CRM lifecycle
- Set customer objectives at various levels based on informed insights
- Draft analytical briefs required to inform the CRM strategy with sound customer insights backed by data
- Own the customer success scorecard to ensure that we are tracking KPIs relevant to support ongoing maintenance and performance
- Own campaign pre-planning and post-deployment reviews
- Support the digital team with key campaign performance insights to consistently drive optimisation - both in terms of content and selection criteria
- Work closely with the technical deployment specialists across channels to design relevant journeys, optimise based on results and guide in terms of industry best practice
- Liaise with external CRM agency to deliver all required assets to support CRM journey execution

Knowledge & Experience
- At least 5 years’ experience in a similar position
- 2+ years of segmentation experience, specifically in a retail environment
- Experience in running A/B tests for campaigns and deriving customer insights
- Matric and related tertiary qualification in Marketing, Digital Marketing, Business Management
- High-level of understanding of customer data, CRM journey design, campaign measurement and overall campaign performance insights & analytics
- In-depth understanding of Customer Lifecycle Management and 1:1 personalisation
- A proven record of achieving sales and growing sales in Digital & Direct CRM channels
- Deep understanding of basic CRM lifecycle management principles and 1:1 personalisation, customer objectives, as well as customer data and data management
- Experience in performance tracking across channels to measure the full effectiveness of omnichannel campaigns
- Previous retail, loyalty, and rewards experience in a similar role essential
- Experience with Multichannel Marketing Deployment Platforms advantageous - specifically the concepts of journeys and complex workflows.

Competencies
- Goal oriented and self-motivated - must be able to work independently with mínimal supervision
- Flexible and adaptable - must enjoy working in a fast-paced and at times challenging environment
- Ability to work and build relationships cross-functionally and with a wide range of individuals with different skill sets
- Strong organizational, interpersonal, and communication skills (written and verbal)
- Strong sense of ownership & responsibility - track record of performance meeting targets & objectives
- ‘Can do’ positive attitude - eager to grow, learn and develop your skills
- Decisive, structured and organised, with a keen eye for detail
- Fast learner with a strong aptitude for systems and customer data
- Passionate about social media, digital content, eCommerce and retail

Key Performance Areas

Customer Data Management & Delivery
- Ensure that data governance & compliance principles are in place and adhered to
- Design and implement a data quality strategy that will support the ongoing growth and maintenance of the customer database
- Conceptualise, plan and brief new customer attributes that will support the teams to deliver the business strategy in a relevant and optimal way

CRM Journey Design
- Develop strategies and solutions to automate lifecycle management activities linked to customer and programme objectives
- Conceptualise the relevant touch points with the deployment specialist and CRM agency
- Play the role of best practice advocate, also using part learnings in the design phase
- Using data driven insights, design relevant automated and targeted customer journeys to support both customer and business objectives

Pre
- and Post-campaign Reporting
- Own the campaign measurement framework
- Leverage customer insights to guide the planning of relevant CRM campaigns
- Close the loop on campaigns by reporting to the relevant stakeholders on campaign performance
- Ensure tracking mechanisms are implemented

Performance & Optimisation
- Track relevant portfolio KPIs per customer journey and decide on actions to improve overall journey performance
- Develop and own a campaign performance dashboard that allows the relevant team members to track campaign performance over time
- Support brand and digital teams to continuously optimise campaigns through relevant and actionable insights

Teamwork & Collaboration
- Project manage the various aspects of CRM journey creation from planning right through to execution; working with

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