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Job description / Role
JOB PURPOSE
The CRM Promotions Officer works within and supports the CRM Promotions team and all CRM promotions activity within the Performance Marketing & Online team to positively impact the eCommerce business (Omni Channel) and customer experience
Working with the CRM Promotions Manager and team, this role has responsibility for the for the management of all CRM/Loyalty promotions, including the delivery of campaigns as part of trading, the development of strategy and use of CRM database segmentation/orchestration using different tools like Exponea (Bloomreach), Adjust, GCP etc
This Role:
- Works within the CRM Promotions team, reporting to the CRM Promotions Manager, inside the CRM team.
- Is jointly responsible for the management, development and performance of CRM Promotions and CRM channels within eCommerce.
- Focus on optimizing customer lifecycle strategy to increase the Customer Engagement and the CTLV
- Is responsible for the management of marketing budgets (franchise costs) via the use of SMS and other costs to help deliver overall brand and business ROI targets.
- Works seamlessly with the CRM Promotions team and CRM Automations team for the delivery of the overall CRM strategy.
- Works seamlessly with the Performance team, Digital Marketing team and brand teams to deliver the business plans.
- Works closely with the central Data team to continuously improve our visibility and use of omni-channel customer data across the business.
- Works closely with the Brand Planning & Strategy team and brand teams to deliver a full-funnel and omni-channel customer experience and grow the business.
KEY RESPONSIBILITIES
Trading
- Support the management and development of CRM promotions as a marketing channel to support and achieve Overall Business Plan.
- Set the CRM promotions strategy and work closely with Senior Performance Managers, and other Brand stakeholders to align with and deliver the strategy and trading plan for all Brands.
Campaigning
- Plan and deliver the CRM Omni-Channel campaign calendar in conjunction with brand teams and all other stakeholders.
- Support the CRM promotional campaign management process from strategic concept to technical execution on CRM channels including but not limited to push, email, SMS, Web push and in-app messaging.
- Lead on quality control and performance for all campaign creation and execution, supporting Brands to improve their use of CRM tools and customer data.
- Work with brands to create relevant, personalised, and engaging customer experiences within CRM and across the whole customer journey to support the customer contact strategy, brand equity and commercial performance.
- Be a customer champion and ensure that the right messages are delivered to the right customers at the right time.
- Monitor CRM/loyalty campaign KPIs to identify and act on opportunity to improve performance and to meet and exceed targets.
- Give recommendations for the constant improve of CRM promotional campaign content, targeting and delivery to improve the customer experience and increase campaign performance.
- Support the management and development of Exponea (Bloomreach) as the Alshaya Campaign Management Tool and Customer Data Platform partner.
- Continuously review all costs, campaign delivery to improve channel and performance and overall eCommerce ROI.
Growth
- Drive continuous customer growth for eCommerce using CRM for acquisition, retention, and customer lifetime value.
- Support the development, communication and roll-out of the Omni-Channel CRM/Loyalty strategy to unlock the full potential of Lifecycle Strategy across a combined 'bricks and clicks' single customer view.
- Support the development of new CRM channels such as WhatsApp, to diversify opportunities for engaging with customers and deploying the CRM /Loyalty strategy.
- Adopt a performance focus and test & learn culture across the team to test, analyse, and iterate on new ideas and opportunities to drive continuous improvement across all KPIs including but not limited to reach, open rate, click through rate, conversion, AOV, app install, order frequency, customer lifetime value.
- Develop and make full use of our relationship with Exponea (Bloomreach) and other external teams, to help us develop our CRM/Loyalty strategy and delivery.
Data & Reporting
- Provide an advanced, comprehensive reporting function across all channels, devices, and customer segments to drive performance improvements within the team and to increase performance transparency outside of the team.
- Put in place clear KPIs and success measures for all existing and new CRM/Loyalty initiatives to effectively track, identify, measure, and roll out all opportunities and efficiencies.
- Produce detailed tactical analysis on an 'as and when required' basis.
- Surface and communicate innovative insights and actionable outputs on a regular basis.
- Ensure that all in-house analytical packages are correctly configured to provide robust metrics and insights.
- Collaborate with data and technical teams to ensure we have all relevant triggers and tools to maximise CRM performance.
People
- Work seamlessly with Brands in parallel with the Senior Performance Managers, and with all other members of the eCommerce/retail teams to deliver a single aligned omni channel plan.
- Work closely with other departments to ensure that all marketing activity is delivered in line with set processes and procedures, and in accordance with regional strategies, goals, and objectives.
- Work equally effectively under your own initiative or as a fully committed team player, engendering respect and support from other members of the global business.
- Maintain and develop relationships with all external partners to leverage strategic support, knowledge transfer and value add opportunities, ensuring that the Alshaya work ethic, brand values and mission are always upheld.
- Be fully customer focused, promoting the voice of the customer across all activities and creating a meaningful relationship the customer across all marketing touchpoints.
Expertise
- Maintain an up to date, expert level of knowledge within your field of expertise and across your professional network and remain aware of key industry developments and innovations and their application to Alshaya.
- Be acutely aware of competitor activity and always poised to capitalize on opportunities and repel threats.
- Constantly look for new opportunities and regularly make suggestions as to how things can be improved.
- Create opportunities to showcase your expertise internally and externally, to raise the profile of yourself and eCommerce and to elevate your peers.
Requirements
EXPERIENCE / COMPETENCIES REQUIRED
Key Skills
- Strong understanding of how to use CRM/Loyalty campaigns, segmentation, and automation to increase customer retention and the CLTV.
- At least 2 years in eCommerce/Omni channel CRM marketing, working on CRM/Loyalty campaigns marketing, with database sizes of 1M+ members / leads / customer.
- Experience of using specialist CRM and CDP platforms, tools, and software packages e.g., Exponea (Bloomreach). GCP, Adjust etc.
- Thorough understanding of all data privacy related legislation (e.g., DSR, GDPR etc.)
- Expertise with enterprise web analytical and data tools (e.g., Google Analytics, Adjust, Firebase, Magento etc.)
- Analytical and numbers driven, able to make fact-based recommendations from complex data and turn insight into action.
- Excellent understanding of all digital KPIs controlling performance.
- Passion to learn and master new technologies and techniques.
- Good commercial acumen and awareness of how to affect profit from any given activity.
- Ability to react to change and make smart, fast decisions.
- Ability to build relationships and to influence across teams and career levels.
- Good communication skills, both written and spoken.
- Good presentation skills and the ability to show complex issues in an engaging way.
- Confident self-starter and organised project manager with the ability to prioritize, multi-task and stay calm under pressure.
- Strong, motivational leader and team player.
- Customer first focus
Preferred Skills
- Relevant degree or professional qualification.
- Fashion experience for a brand which has both retail stores and Ecommerce would be preferable
- Experience of MENA markets.
- Fluent with spoken and written Arabic would be preferable
- Experience using statistical computer languages (R, Python, SQL, etc.) to work with the data and draw insights from large data sets would be preferable
- Coding knowledge and experience with several languages: HTML, CSS, Java, JavaScript, etc. would be preferable
About the Company
As a leading international franchise operator, with nearly 90 of the world’s most recognised brands in its portfolio, Alshaya Group brings great shopping, dining, leisure and hospitality experiences to millions of customers across the Middle East & North Africa, Russia, Turkey, Europe and beyond.
Alshaya Group is a dynamic multinational business and family owned enterprise with a consistent record of growth and innovation. For 35 years, Alshaya has been a pioneering force in brand franchising, using its exceptional knowledge and experience to expand at pace.
Our portfolio of well-loved international brands includes Starbucks, H&M, Mothercare, Debenhams, American Eagle Outfitters, P.F. Chang’s, The Cheesecake Factory, The Body Shop, M.A.C, Victoria’s Secret, Boots, Pottery Barn, KidZania and, coming soon, Hampton by Hilton.
From one retail franchise store opened in Kuwait in 1983, Alshaya Group has consistently grown and diversified and today offers customers an unparalleled choice of brands across multiple sectors; Fashion & Footwear, Health & Beauty, Food, Optics, Pharmacy, Home Furnishings, Leisure & Entertainment, and Hotels. A diverse, skilled team of 53,000 people from 120 nationalities support more than 4,000 stores, cafes, restaurants and leisure destinations, a growing online business and a commitment to delivering great customer experiences.