Job Description
The CRM Team forms part of the Customer Growth department and is responsible for taking customer, campaign and channel insights and using them to devise a global strategy for engaging, converting and retaining customers via targeted messaging across all touchpoints.
Always thinking data-first, the CRM Manager will help to develop and deliver the customer-centric strategy across our owned marketing channels. They will do so by leveraging CRM insights, technologies and best practice. They will work closely with many teams including Audience, Customer Marketing, Trade, AMG, Insights and of course their own team CRM.
The CRM Manager will manage a small team so will require the ability to delegate and prioritise team workload, communicate plans and how decisions are made. A pivotal element of the role is supporting the marketing side of the CRM team with best practise, troubleshooting and automated approach to deliver communications. The right candidate will possess strong technical skills whilst also being a strategic thinker and an inspirational manager, always striving to push boundaries.
They will report to the Head of Customer Marketing and Growth.
The Details
1. Development of a multi-touch point, multi-channel communications strategy, spanning emails, push notifications, in-app messaging, SMS and on-site messaging
2. Oversee and support the management of the day-to-day production of multi-channel comms. This includes scoping the initial requirements and briefing the creative and content teams, through to data mining, audience building, deployment of the comms and the granular reporting which is shared with all activity stakeholders
3. Deep dive into customer, campaign and channel data, identifying opportunities to target new customer segments to drive a desired behaviour and to inform and evolve the direction of the BAU strategy
4. Analyse past priority campaigns and key trading moments to understand the CRM performance of these activities and based on this, clearly define how you will build on the results for the next iteration
5. Initiate a test and learn strategy to optimise the comms effectiveness
6. Lead cross-functional projects; assessing workloads, judging areas of risk and gauging progress to ensure that objectives are met and deadlines are adhered to
7. Derive and develop highly personalised communications
8. Discover new functionality and/or new tools that could elevate the innovation in our comms
9. Develop an in-depth knowledge of our comms technologies in order to troubleshoot and solve difficult, sometimes technical problems, as well as to find process efficiencies where possible
10. Build solid relationships with cross-functional teams in the Customer Growth department and wider departments to enable the successful delivery of the Customer Growth vision together
11. Develop a clear understanding of business challenges and pro-actively recommend initiatives which would support these
12. Manage, support and inspire the CRM Executives, building a clear development roadmap for them based on objectives that both stretch and compliment their knowledge
13. Supporting our culture by driving Diversity, Equity & Inclusion strategies.
Qualifications
About You
14. Experienced and proficient in handling data across multiple platforms, building segmentations and utilising complex dynamic conditions
15. Numerate, with analytical background useful
16. Experience in Customer Engagement Platforms
17. An understanding of basic HTML essential
18. An analytical, proactive and flexible approach
19. The ability to work under own initiative and thrive in a fast-paced environment
20. Must multi-task effectively
21. Experience of working with and managing senior stakeholders
22. Managed large projects from conception through to delivery
23. Excellent communication and interpersonal skills, with the ability to communicate clearly, effectively and appropriately with colleagues, suppliers and others at all levels
24. Line management experience
25. Able to effectively prioritise own and others workload
26. Strong attention to detail, quality and accuracy imperative
27. Self-motivated with a can-do attitude
28. Ability to teach and train others effectively
29. Previous use of data querying software or languages
30. Experience in setting up SMS and push campaigns
31. Working knowledge of other marketing channels
32. Keen interest in marketing, fashion and e-retail
Additional Information
BeneFITS’
33. Employee discount (hello ASOS discount!)
34. ASOS Develops (personal development opportunities across the business)
35. Employee sample sales
36. Access to a huge range of LinkedIn learning materials
37. 25 days paid annual leave + an extra celebration day for a special moment
38. Discretionary bonus scheme
39. Private medical care scheme
40. Flexible benefits allowance - which you can choose to take as extra cash, or use towards other benefits