Lead CRM Officer

Marketing & Performance; United Arab Emirates; On-site; AED 279,000 - 446,000; Full time

Job summary

Alshaya operates a CRM-led marketing role focusing on building and executing CRM campaigns across email, push, in-app, and WhatsApp to drive acquisition, retention, and customer lifetime value. You will work with cross-functional teams to align CRM activities with loyalty strategy and marketing calendars.

This role emphasizes data privacy, KPI monitoring, and a test-and-learn approach, collaborating with external partners like Exponea to maximize platform capabilities and campaign performance.

Qualifications

• Experience in eCommerce CRM marketing with a 1M+ member database.
• Proficient in Exponea or similar CDP platforms.
• Strong knowledge of GDPR and data privacy regulations.
• Analytical mindset with ability to turn data into action.
• Excellent written and spoken English; Arabic is a plus.

Responsibilities

• Assist in implementing CRM automation strategies aligned with brand goals.
• Support multi-channel CRM campaigns (email, push, in-app, WhatsApp).
• Manage end-to-end CRM campaign process from planning to reporting.
• QA campaigns to ensure delivery per briefs.
• Maintain customer journey maps and build automated workflows.
• Contribute to data reporting and KPI monitoring.
• Collaborate with internal teams and external partners to optimize CRM delivery.

Education

Relevant degree or professional qualification

Tools

Exponea

Google Analytics

Job description

KEY RESPONSIBILITIES

Strategy

• Assist in implementing CRM automation strategies aligned with Starbucks brand goals and customer lifecycle stages.
• Support the development and execution of CRM campaigns across email, push, in-app, and WhatsApp.
• Collaborate with brand marketing and performance teams to align CRM activities with wider marketing calendars loyalty strategy.

CRM Campaigns

• Help manage the end-to-end CRM campaign process, from planning and segmentation to execution and reporting.
• Prepares detailed execution briefs and functional specs to ensure accurate development across all channels.
• Owns the QA process to ensure all campaigns are delivered as per the brief.
• Maintain customer journey maps and assist in building automated workflows that support acquisition, retention, and reactivation.
• Ensure timely and accurate campaign deployment with a focus on personalization and relevance.

Growth

• Drive continuous customer growth for Starbucks through the use of CRM for acquisition, retention and customer lifetime value.
• Make use of new CRM channels such as WhatsApp, to diversify opportunities for engaging with customers and deploying the CRM strategy.
• Embed 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 Bloomreach and other external teams, to help us develop our CRM strategy and delivery.

Data & Reporting

• Assist in generating regular performance reports.
• Provide tactical analysis and actionable insights to inform future CRM strategies.
• Ensure data accuracy and compliance with privacy regulations (e.g., GDPR).
• Monitor CRM KPIs (e.g., open rate, CTR, conversion) and provide insights to improve campaign effectiveness.
• Contribute to A/B testing and performance analysis to support a test-and-learn culture.
• Support the CRM Manager in budget tracking and reporting on campaign ROI.

People

• Coordinate with internal teams (e.g., IT, digital, loyalty, payments) to support CRM initiatives.
• Liaise with external partners (e.g., Exponea) to ensure platform capabilities are fully leveraged.
• Work equally effectively under your own initiative or as a fully committed team player, engendering respect and support from other members of the 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 upheld at all times.
• 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 poised at all times 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 the CRM Team and to elevate your peers.

EXPERIENCE / COMPETENCIES REQUIRED

Key Skills

• Strong understanding of how to use CRM campaigns, segmentation and automation to increase customer retention.
• At least 2 years in eCommerce CRM marketing, working on CRM campaigns marketing, with database sizes of 1M+ members / leads / customer.
• Experience of using specialist CRM and CDP platforms, tools and software packages eg. Exponea.
• 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.
• Customer first focus

Preferred Skills

• Relevant degree or professional qualification.
• Fashion, home furnishing and beauty experience.
• Experience of MENA markets.
• Fluent with spoken and written Arabic.
• Experience using statistical computer languages (R, Python, SLQ, etc.) to manipulate data and draw insights from large data sets.
• Coding knowledge and experience with several languages: C, C++, Java, JavaScript, etc.
• Knowledge and experience in statistical and data mining techniques: GLM/Regression, Random Forest, Boosting, Trees, text mining, social network analysis, etc.
• Experience querying databases and using statistical computer languages: R, Python, SLQ, etc.
• Experience creating and using advanced machine learning algorithms and statistics: regression, simulation, scenario analysis, modeling, clustering, decision trees, neural networks, etc.