CRM & Loyalty Manager

JD GROUP; Bury; On-site; GBP 50,000 - 70,000; Full time

Job summary

A leading omnichannel retailer in the UK is seeking a Senior CRM and Loyalty Manager to enhance customer loyalty programs across multiple outdoor brands. The role includes managing campaigns, driving best practices, and utilizing digital analytics to improve performance. Ideal candidates will have significant experience in CRM programs, a retail marketing background, and strong stakeholder management skills. This position focuses on optimizing communications via email, SMS, and push notifications, and relies on collaboration across various teams.

Qualifications

• Experience of CRM programs is essential.
• Strong stakeholder management.
• Strong organisational skills and a good multi-tasker is essential.

Responsibilities

• Manage loyalty and CRM activity across all JD Sports Outdoor Brands.
• Drive best practices for email, push and SMS.
• Collaborate with the loyalty team to develop key campaigns.

Skills

CRM program experience

Retail marketing background

Line management experience

Stakeholder management

Digital analytics

Organisational skills

Influencing skills

Education

University graduate or equivalent marketing qualification

Tools

Bloomreach

Google Analytics

Job description

Overview

The JD Group is a leading omnichannel retailer of sports, fashion, and outdoor brands. Our Outdoors division owns iconic UK retailers like Blacks, Millets, and Ultimate Outdoors, with digital platforms vital to inspiring and enabling outdoor experiences.

We are seeking a customer- and data-driven, commercially focused Senior CRM and Loyalty Manager to optimise CRM performance and improve customer loyalty programmes across our outdoor brands.

Role Overview

The purpose of this role is to manage loyalty and CRM activity across all JD Sports Outdoor Brands - GO Outdoors, Blacks, Millets, Naylors & Ultimate Outdoors. Focusing on email, Push and SMS as well as creating best practice across all selections, reporting observations and providing recommendations to key stakeholders within the business.

Key Duties / Responsibilities

• Managing campaigns and driving best practices across JDO for email, Push and SMS.
• Work to activate and leverage the new CRM/ESP platform – Bloomreach
• Support new developments for group wide initiatives such as re-platforming and continuous improvement.
• Maintain and improve product and content catalogues to aid dynamic content, automation and personalisation across coherent customer journeys.
• Support the JDO marketing and digital departments with test and learn programmes and work closely with the insight team on ROI improvements.
• Improve ROI of campaigns through better targeting and segmentation tools (e.g. propensity, value segmentation) and creating new targeting techniques.
• Implement digital membership to improve data accuracy and launch new personalised JDO membership schemes
• Recommend, test and learn new approaches to enhance loyalty programmes
• Support and help build out the Bloomreach reporting suite to improve monitoring, shareability of data, results and database health.
• Manage the customer database, ensure data hygiene and protect deliverability reputation by targeting customers effectively by monitoring IPs and collaborating with Bloomreach, Validity and other heads/leads across the group.
• Understand the customer lifecycle and implement test-and-learn to optimise communications across all channels, including email, SMS, print, social and outbound.
• Collaborate with the loyalty team to develop key campaigns for the GO Outdoors membership to drive sessions and sales.
• Work with the Group Head of CRM/Marketing Director to monitor group targets and costs and organise regular catch-ups with other group leads to share best practice.
• Define and implement segmented and promotional email communication plans including lifecycle programmes and behavioural targeting.
• Implement measures to reactivate lapsed and dormant customers and recommend plans for divesting old data.
• Collaborate with multichannel, buying and merchandising teams to plan promotional email campaigns highlighting key product areas and brand messages.
• Continuously analyse and measure email, push and SMS performance and benchmark against competitors and other leading retailers for best practice.
• Continuously analyse and report site and content performance, and recommend improvements and developments.
• As part of the JDO marketing and digital team, set a great example to all colleagues.

Skills / Experience / Knowledge

• Experience of CRM programs is essential (Bloomreach a huge benefit)
• Ideally a retail marketing background
• Line management experience
• Strong stakeholder management
• Digital analytics (GA/web tools)
• University graduate or equivalent marketing qualification is advantageous
• Strong influencing skills
• Strong organisational skills and a good multi-tasker is essential