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Head of CRM

Closing date
23 Feb 2021

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Technology & New Media
Contract Type
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Job Details

As Head of CRM, you will be responsible for implementing an effective CRM strategy to support the growth of the business in the UK. You will also be responsible increasing lifetime value and engagement through the customer lifecycle, delivering targeted and data driven campaigns through identifying and understanding core customer segments and their needs. This role will be instrumental in transforming our customer relationship capability and supporting PDC to be a world class web to print supplier.

The successful candidate in this role with have line management experience as they will be supported by two direct reports, a CRM Manager, who will regularly monitor and report on programme performance, conduct consumer research and manage customer data, and a CRM Specialist, who will manage the day-to-day deployment of campaigns.

Accountabilities Customer retention strategy

Objectives and Job Tasks
  • Lead and own the customer retention strategy, across automation, behavioural, account-based customer management and ad-hoc campaigns, driving lifetime value
  • Conduct a thorough review of existing CRM initiatives and programmes including the current loyalty scheme, referrals programme, Pink+ membership and Trade Professionals, and lead the redevelopment of said schemes accordingly
  • Leading the delivery and optimisation of the CRM plan ensuring the brand is delivering the best experience for our customers whilst also leveraging new technologies in order to drive loyalty and ultimately competitive advantage, across email, direct mail, SMS, in-app and beyond
  • Working closely with the business Commercial and Insights teams to understand value of customer segments and devise strategies on how to effectively target individual segments
  • Responsible for improving retention and reducing churn across core sectors in line with wider business goals and objectives
  • Responsible for delivering highly targeted CRM campaigns and with an ability to show how your strategies have driven value for both customers and the business
  • Identifying the appropriate tools and platforms to help meet the business goals and objectives, conducting enterprise reviews and submitting budget proposals accordingly.

Accountabilities Customer data and insights

Objectives and Job Tasks
  • Working closely with the Insights & Analytics team as joint custodians of customer data and insights, ensuring a singular approach to KPI definition and measures of success
  • Working closely with the Head of Performance to create a robust data-driven and insights-led customer lifecycle that adds value and delivers overall business targets
  • Analyse findings, identify trends to share and recommend a course of action to the business on a weekly basis; Monitor CRM industry innovations and best practice to continually improve the CRM program
  • Make informed decisions and effectively and credibly debate and challenge management recommendations within your role.

Accountabilities Manage, mentor and lead direct reports

Objectives and Job Tasks
  • Delegate tasks and manage workload, setting goals and KPI's and monitoring performance accordingly
  • Support professional development and career progression for direct reports

RequirementsThis role is suitable for individuals with
  • A passionate interest in small businesses and creative industries
  • Exceptional organisation and time management skills
  • Strong attention to detail and the ability to manage multiple tasks at once
  • Excellent verbal and written communication skills
  • Highly personable with the ability to engage and coach multiple reports
  • Creative problem solving skills

8+ years of demonstrable experience leading CRM functions in Ecommerce - Essential

Experience in line managing direct reports, ideally in a services function - Essential

Excellent use of Word, Excel, PowerPoint or similar applications - Essential

Experience of tools including Google Analytics, Double Click, Tableau - Essential

Experience of working with UX and UI resource - Desirable

University degree (or equivalent) in business development/ marketing/ project management - Desirable

Ability to travel across the UK to attend exhibitions, meet customers and suppliers - Essential

  • Staff discount
  • Flexible working
  • Cycle to work scheme (opt in after probation period)
  • Perkbox membership
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