Senior CRM Executive - Automation

TN United Kingdom; West Midlands; On-site; GBP 35,000 - 55,000; Full time

Job summary

An exciting opportunity awaits for a Senior CRM Executive to join a dynamic Group CRM team. The role focuses on optimising an advanced automated email programme, enhancing customer engagement through targeted campaigns. Collaborating with creative agencies and data partners, you will design innovative strategies that align with brand guidelines and leverage customer insights. This role is perfect for those passionate about CRM, eager to drive results, and ready to take on challenges in a fast-paced environment. Join a forward-thinking company committed to delivering exceptional customer experiences.

Qualifications

• Experience in a similar role, preferably within retail or services sectors.
• Strong attention to detail and responsibility for accuracy.
• Ability to analyse customer and campaign data to make fact-based decisions.

Responsibilities

• Optimise the existing CRM automated programme for all brands.
• Design and implement new automated campaigns based on customer insights.
• Regularly review campaign performance and provide data-driven recommendations.

Skills

Email Automation

CRM Optimization

Data Analysis

Communication Skills

Project Management

Problem-Solving

Attention to Detail

Customer Engagement

Tools

Cheetah Digital Marketing Suite

Apteco Faststats

Job description

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Senior CRM Executive - Automation, Worcestershire

Client: Halfords

Location: Worcestershire, United Kingdom

Job Category: Other

EU work permit required: Yes

Job Reference: 6692b6fb0be9

Job Views: 6

Posted: 05.05.2025

Expiry Date: 19.06.2025

Job Description:

An exciting role within the Group CRM team, for a Senior CRM Executive working on optimising our automation programme.

Halfords has a sophisticated automated email programme integrated with digital for web personalisation and social media. This role is responsible for optimising the programme using targeting and personalisation techniques to maximise customer engagement and lifetime value (LTV).

Key Accountabilities

• Optimise the existing CRM automated programme for all Halfords brands, initially focusing on email, and exploring opportunities within SMS, DM, online personalisation, paid search, and social media, in collaboration with the CRM data agency.
• Design and implement new automated campaigns based on customer and data insights, and explore new creative opportunities using CRM tools.
• Collaborate with the creative agency to ensure emails are accessible, engaging, and aligned with Halfords brand guidelines.
• Assist in optimising the contact strategy for the Group email programme.
• Utilise new data models and customer data to create dynamic, personalised campaigns, employing testing to optimise results, and seek opportunities for new data models.
• Apply segmentation techniques to target audiences appropriately across channels, ensuring suitable contact levels.
• Develop and execute multi-variant testing plans.
• Regularly review campaign performance and advise the business with data-driven recommendations.
• Work closely with external partners including design agencies, data providers, and email service providers.
• Support transformation projects and data integrations.
• Ensure all CRM activities stay within budget.
• Conduct competitor reviews to benchmark email and CRM activities.
• Support broader CRM initiatives and new project developments as needed.
• Become a super-user of all Halfords CRM systems.

Key Skills & Experience

• Experience in a similar role, preferably within retail or services sectors.
• Experience with email automation and optimisation.
• Proficiency with Email Service Providers, particularly Cheetah Digital Marketing Suite.
• Experience with Apteco Faststats (Orbit) and Peoplestage is advantageous.
• Strong attention to detail and responsibility for accuracy.
• Confidence and assertiveness in dealing with external agencies and internal stakeholders.
• Ability to analyse customer and campaign data to make fact-based decisions, including defining and selecting customer audiences.
• Good understanding of databases and logical data processing.
• Excellent communication and copywriting skills.
• Strong organisational skills to manage multiple topics and projects.
• Ability to work effectively in a fast-paced, changing environment.
• Problem-solving skills.
• Passion for customer engagement and delivering the right message at the right time.
• Proactive attitude and results-oriented mindset.
• Collaborative team player with an understanding of how CRM fits within broader marketing and business strategies.