CRM LEAD

Liquid Thought Group; Cape Town; On-site; ZAR 900,000 - 1,300,000; Full time

Benefits offered by this job

Market-related pay

Collaborative culture

Learning platform access

Social events

Birthday leave

Wellness programme

Free parking

Job summary

Liquid Thought Group is seeking a CRM Lead in Cape Town to drive customer engagement, retention and lifetime value. You will lead a high-performing CRM team, shape lifecycle marketing using data-driven strategies, and partner with Product, Data and Marketing to deliver personalised communications at scale.

You will champion marketing automation, oversee Braze and Salesforce implementations, and focus on metrics that maximise customer value across on-demand services.

Qualifications

• 5+ years in CRM or lifecycle marketing.
• 2+ years managing multiple direct reports.
• Experience executing multi-channel CRM campaigns (push, email, in app).
• Hands on with CRM platforms in complex environments.
• Experience with large consumer bases at scale.

Responsibilities

• Develop and execute end-to-end CRM strategies with automation and personalization at scale.
• Lead the CRM team and ensure clear ownership across lifecycle strategy and execution.
• Communicate with customers across multiple product offerings with relevance and sequencing.
• Collaborate with Product, Data, Engineering, Marketing and Merchandising to align CRM with priorities.
• Lead marketing automation across transactional, promotional and brand communications.
• Establish KPIs and dashboards for CRM campaigns and drive testing (A/B, multivariate).
• Translate data and insights into actionable lifecycle strategies.
• Support subscription programme integration across lifecycle touchpoints.

Skills

CRM strategy

Data-driven

Team leadership

Stakeholder comms

Education

Bachelor's degree in Marketing or related

Tools

Salesforce

Braze

SQL

Job description

CRM Lead

Location: Cape Town

Our client, a fast growing on demand delivery business that forms part of one of South Africa's leading e-commerce groups, is looking for a highly talented CRM Lead to join their team in Cape Town.

This is an opportunity to work at genuine scale, engaging millions of customers, alongside some of the strongest talent in the industry. The wider group has a strong culture of promoting from within, offering real room for career growth across its portfolio of businesses.

The business is passionate about delivering exceptional customer experiences through innovation and data driven strategies. As CRM Lead, you will play a critical role in shaping how the business engages with its customers, driving growth and building long term loyalty. If you thrive in a fast paced, collaborative environment and are excited by the opportunity to lead a high performing team, this role is for you.

About the Role

The CRM Lead is pivotal in driving customer engagement, retention and lifetime value through innovative, data driven CRM strategies. Reporting to the Head of Customer Growth, you will lead a team of CRM professionals and collaborate across multiple business units to deliver personalised, scalable and impactful customer lifecycle marketing initiatives.

Key Responsibilities

CRM Strategy Development and Execution

• Develop and execute end to end CRM strategies, with a strong focus on automation led lifecycle marketing and personalisation at scale.
• Build and manage a customer centric CRM calendar underpinned by always on lifecycle automation, reducing reliance on one off campaigns.

Team Leadership

• Provide functional and disciplinary leadership to the CRM team, including direct reports and their teams.
• Ensure clear ownership across lifecycle strategy, execution and optimisation.

Customer Centric Communication

• Manage the complexities of communicating with customers about multiple product offerings across a range of on demand services.
• Ensure relevance, prioritisation and customer centric sequencing in all communications.

Collaboration Across Teams

• Work closely with Product, Data, Engineering, Marketing and Merchandising teams to align CRM strategies with business priorities.
• Partner with other divisions across the wider group to design and execute joint CRM initiatives.

Marketing Automation and Technology

• Lead the marketing automation strategy, spanning transactional, promotional and brand communications.
• Act as the champion and subject matter expert for the Braze CRM platform, driving best practice and capability adoption.
• Design and launch complex, highly automated CRM journeys using Braze and other MarTech tools, leveraging real time events, customer attributes and predictive signals.

Performance Measurement and Optimisation

• Establish, report on and continuously improve KPIs for all CRM campaigns, focusing on incrementality, retention, frequency and customer lifetime value.
• Own operational dashboarding for CRM campaigns, tracking performance across first time customers, repeat behaviour and order related KPIs.
• Drive experimentation and optimisation through a formal testing roadmap (A/B, multivariate and holdout testing).

Customer Insights and Lifecycle Strategies

• Act as a key partner to the business, translating data and insights into actionable lifecycle strategies.
• Support paid (retail media) communication campaigns for platform partners and non endemic brands.

Subscription Programme Integration

• Drive awareness, adoption and retention of the group's customer subscription programme, embedding it across relevant lifecycle touchpoints.

Skills and Attributes

• Highly analytical and data driven, with the ability to operate both strategically and hands on in a fast paced, high growth environment.
• A confident and credible communicator with extensive experience presenting to senior management and executives.
• Strong technical aptitude with a deep understanding of enterprise level CRM and marketing automation platforms (e.g. Braze, Salesforce), customer insights tools and statistical analysis techniques.
• Creative and commercially minded, with the ability to design and orchestrate multiple concurrent campaigns across diverse customer segments and business units.
• A strong problem solving mindset with a pragmatic, solutions oriented approach.
• Highly organised and detail oriented, and comfortable managing complexity and tight delivery timelines.
• A solid background in marketing insights, retail and/or e-commerce marketing.
• Advanced MS Excel proficiency.

Qualifications and Experience

• A relevant tertiary qualification.
• 5+ years' experience in CRM or lifecycle marketing roles.
• 2+ years' experience managing multiple direct reports.
• Proven experience executing multi channel CRM campaigns (push, email, in app and similar).
• Experience working with large, diverse consumer bases at scale.
• Hands on experience with CRM and MarTech platforms in complex environments.

What's on Offer

• A market related total remuneration package, structured flexibly to suit your needs.
• An open, collaborative work environment with no siloes.
• Free access to online learning platforms and the opportunity to learn from global industry leaders.
• Regular social events and team activities.
• A day's leave on your birthday.
• A free, confidential employee wellness programme offering counselling, legal support and financial guidance.
• Free parking

Our client is an equal opportunity employer. Preference will be given to applicants from previously disadvantaged groups and persons with disabilities, in line with their employment equity plan.