CRM Manager (Loyalty & App)

NEW LOOK
London
GBP 60,000 - 80,000
Job description
From our first store in the 1960s, a little Taunton shop with great clothes and even better prices, to an\u202fomni-channel\u202fbusiness serving millions of customers... we're New Look. \r
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Our\u202fpurpose is always to inspire That New Look Feeling and we believe that starts with us. Our values motivate us every day: we play to win, we're customer-obsessed and we work as one. \r
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It's a busy and exciting time for the brand and we're on the hunt for a CRM Manager to join our growing CRM Team.\r
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As the CRM Marketing Manager, you will play a pivotal role in developing and executing comprehensive customer relationship management strategies to drive customer loyalty, engagement, and revenue growth. You will collaborate with cross-functional teams to ensure seamless integration of CRM initiatives across various channels, leveraging data-driven insights to optimize customer experiences.\r
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The Role\r
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  • Develop the end-to-end CRM loyalty strategy, delivering an absolute best on class loyalty lifecycle programme driven by insight, customer research, data and personalisation stewardship.\r
  • Embed RFM and attitudinal segmentation into the end-to-end life stage nudging and encouraging customers to move up the value pyramid and talking to customers in the right way at the right time. \r
  • Project managing the loyalty programs within a matrix framework building timely and relevant reporting of KPI's and acting on weekly trading rhythm and routines.\r
  • Lead the seasonal planning process for CRM - identifying key opportunities across CRM channels and working with the other CRM managers to deliver best in class activity.\r
  • Be Insight driven and Customer First, driving innovation through solid insight application driving loyalty decision making.\r
  • The role is within the CRM team but will work cross-functionally with tech, performance marketing, brand, UX teams, and the in-house design studio to create and implement loyalty initiatives and lead seasonal planning.\r
  • The successful candidate will take the lead on delivering the new New Look program across all channels, and with the support of a CRM assistant\/Exec will have a 'hands-on' approach to this task as well as a strategic one. They'll be passionate about delivering the best loyalty experience for our customers, whilst also leveraging new technologies in order to drive loyalty and ultimately competitive advantage\r
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    Accountabilities & Responsibilities\r
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    The New Look CRM Loyalty and App manager will be responsible for:\r
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    • End to End CRM loyalty program\r
    • Developing the CRM loyalty strategy and responsible for delivery, execution, and key performance KPI's\r
    • Designing, managing and deploying the global Customer Loyalty strategy, creating timely cross channel loyalty programs that will increase loyalty, retention and encourage segment migration, ultimately resulting in improved RFM metrics and customer lifetime value\r
    • Optimise and deploy the Loyalty benefits associated with the Loyalty strategy. Have ownership over Push and Email communications and collaborate closely with the SEO & Performance marketing teams to ensure Loyalty activities are deployed across all digital marketing platforms\r
    • Develop bespoke programs for top customers in conjunction with the CLV and data strategy team\r
    • Seeing the loyalty customer communication plan through to delivery and optimisation by consistently advocating the use of customer data\r
    • Driving insight driven innovation and best in class plans and execution\r
    • Collaborating with the wider CRM team to deliver a robust execution plan whereby results and next steps are regularly shared back to key stakeholders.\r
    • Reviewing the performance of CRM initiatives weekly and generate actionable insights using a suite of in-house tools.\r
    • Manage the Loyalty Marketing budget and understand customer financials to build cost-effective programs. Work with the CRM senior manager during the forecasting, planning & budgeting processes in order to meet agreed KPIs & targets\r
    • Work with the Digital Design team to create the suite of assets required for Loyalty campaigns.\r
    • Manage complex campaign delivery through team prioritisation and resource planning\r
    • Research and recommend new strategic Loyalty opportunities.\r
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      Seasonal Planning\r
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      • Be the CRM lead for the seasonal planning process, working with the other CRM managers to identify new opportunities.\r
      • Project manage all CRM elements of seasonal planning, feeding back to the wider marketing team on successes\/ challenges & building the plans for the upcoming seasons.\r
      • Work closely with the brand & marketing teams to ensure all CRM requirements are considered in the seasonal planning process and opportunities are identified.\r
      • Coordinate CRM response to seasonal\/ annual planning. Utilise customer data to influence.\r
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        Reporting & Testing: Managing the delivery of the testing plan and analysing results by:\r
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        • Work with the analytics team to define Loyalty KPIS and measure customer segment performance and identify improvements - build and analyse relevant reports, oversee test\/control design and execution, evaluate commercial and technical performance\r
        • Work with the Customer Lifecycle & Retention Product owner to define the Loyalty product roadmap and create the requirements for the technology needed to support Loyalty initiatives\r
        • Developing an ongoing testing strategy that allows for iterative improvement utilising data and customer insight to fuel deep and meaningful incremental opportunity across the lifecycle\r
        • Applying critical insights, testing results and industry best practices to continually optimize and refine campaigns\r
        • Supporting in the creation of weekly performance analysis packs & monthly in-depth performance review and recommendations.\r
        • Managing ad-hoc reporting requests from other teams.\r
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          Experience\r
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          The ideal candidate must be commercially savvy with a strong understanding of customer data and be able to use customer analytics to develop and optimise engagement with customers and drive commercial value. The candidate must be comfortable and excited by a fast moving and changing environment and be able to demonstrate an understanding of and previous experience in CRM Loyalty and planning role.\r
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          A self-starter with a 'can do' attitude who'll roll up their sleeves and fill in gaps when needed. That understands the power of CRM to build lasting customer relationships and is always in-the-know on the latest industry trends. An email guru through-and-through, you have extensive, hands-on experience building a loyalty and app CRM programme.\r
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          Key technical and behavioural Skills\r
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          • 4+ years experience in a CRM role with a digital focus which demonstrates previous loyalty experience\r
          • Deep experience in driving CRM app strategy and usage with demonstrable results\r
          • A real passion for online fashion retail\r
          • An experienced candidate who is comfortable identifying opportunities to maximise application of customer segmentations\r
          • Passionate about the customer and understand the commercial benefit to be gained via increasing relevancy of communications\r
          • A confident communicator who is able to both influence at senior levels, commercially astute and challenge the norm\r
          • Excellent organisational skills and the ability to prioritise competing, ambiguous demands\r
          • Outstanding work planning and time management skills: ability to prioritize\r
          • Ability to build performance reports and build business cases and perform thorough sense checks on numbers\r
          • Able to appropriately combine attention to detail with the longer term big picture\/strategic thinking\r
          • Intermediate\/advanced excel, experience with Google Analytics or Omniture\r
          • Experience working with an Email service provider (preferably Emarsys or similar tier 1 platform)\r
          • Proficient in Microsoft Excel, Word and PowerPoint\r
          • Experience working with analysts or a data agency desirable\r
          • Experience in Personalisation tools such as Kick Dynamics\r
          • Build and work within brand guidelines\r
          • Comprehensive understanding of the Campaign management process, briefing, designing, proofing and delivery management\r
          • Educated to a degree level or other equivalent qualification\r
          • Excellent written and verbal English\r
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            Why New Look? \r
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            The amazing people, the fashion - there are so many reasons to love working at New Look. We prioritise development, offering training to support your progression, so you can be your absolute best and achieve your goals. You'll also receive these amazing benefits, to name only a few: \r
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            • 40% staff discount \r
            • Monthly 25% off privilege vouchers for family and friends to enjoy \r
            • Season ticket loans \r
            • Pension - A contributory private pension scheme \r
            • Virtual GP access \r
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              Apply now to find out more. \r
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              We pride ourselves on being a flexible employer. Although this is a full-time role, our colleagues work a range of patterns. If you have a specific pattern in mind, we're keen to discuss this with you in line with the output needed for the role. \r
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