Company Description:
The Barbour story began in 1894 in South Shields in the North East of England. Founder John Barbour began supplying oilskins and other garments to protect the growing community of sailors, fishermen and dockers. Still family owned and now fifth generation, Barbour HQ remains in South Shields. Under the leadership of Chairman Dame Margaret Barbour, Barbour has grown into a lifestyle brand sold in over 55 countries worldwide including Europe, the US and Asia offering a wardrobe of stylish functional clothing, footwear and accessories inspired by the unique values of the British countryside. The iconic Barbour Bedale and Barbour Beaufort wax jackets continue to be made by hand in the factory in South Shields. In 2020, Barbour launched Wax for Life, an overarching name for all of Barbour's wax services designed to encourage customers to extend the life of their wax garments. Wax for Life includes re-waxing and repairs (first introduced in 1921) and Barbour Re-Loved an upcycling circularity initiative. Each year over 70,000 wax garments are sent back to Barbour globally to be repaired, rewaxed or altered.
Position Overview:
We are currently recruiting for a Global CRM Manager to join the Barbour Ecommerce team on a temporary Maternity cover based at Barbour House, South Shields. You will be responsible for leading all CRM and email activity, paid search, search engine optimisation and content and any future performance marketing channels. The postholder will have responsibility for budget management, agency selection and management, and improving the company's efficacy of all marketing campaigns, bringing added value to the current e-marketing programs through the use of data. A champion for data capture throughout retail and ecommerce, ensuring best practices, appropriate training and education with relevant teams.
Essential Duties and Responsibilities:
CRM DATA AND ANALYTICS
1. Power user of the core CRM data system (Faststats) and compliant processes.
2. Responsible for the single customer view which includes regional data hygiene, standardization and validation.
3. Responsible for GDPR data regulations across the business, making sure all actions taken are compliant and data removal is processed. This is across multiple countries with different regulations.
4. Responsible for the accurate and timely production and dissemination of regional CRM reports to manage performance and ensure the continuing success of various projects.
5. Responsible for coordinating, prioritising and approving all new requests/enhancements specific to any globally managed regions.
6. Increase the value from the Barbour customer database by increasing frequency of sales and lifetime value.
7. Work closely with our third-party data team to increase/improve data points available in the CRM system as well as the ESP, from scope through to validation and use in systems.
8. Maintain and improve customer profiles, at a high level down to specific collections, with a focus on increasing data collection.
9. Test, analyse and report on current campaign effectiveness as well as new initiatives and demonstrate ROI on key initiatives.
10. Proactively make recommendations for campaign improvements & efficiencies.
11. Create ad-hoc reports on collections for the marketing teams to impact decisions within the business.
12. Continue to improve the data loop between all data systems which include Magento, Dotdigital, Faststats and a number of other platforms.
CUSTOMER PROGRAMS AND CAMPAIGNS
1. Create/improve both BAU and triggered communications across the region through increased personalization and segmentation by understanding customer behaviour and global CRM profiles.
2. Co-ordinate and plan lifecycle programs across different CRM multichannel campaigns.
3. Work closely with third party providers to improve customer journeys and experiences.
4. Supports regional Retail marketing activity where needed.
5. Implement and build multi-level programs and specific actions and journeys for different customer profiles.
6. Drive and continually develop the CRM platform by utilizing new features in our current platforms and being across industry updates/improvements.
7. Responsible for achieving email KPIs which include revenue and engagement targets.
LOYALTY AND RETENTION
1. Work to develop scalable acquisition programs and partnerships with a view to database growth and increased data collection.
2. Work with teams across the business to improve retention by focusing on the future development of a loyalty programme.
3. Develop/improve and test VIP Programmes with an aim to improve retention, loyalty and increase the VIP base.
4. Support the retail operations manager with instore initiatives to increase footfall in stores, as well as increasing data collection from stores.
PERFORMANCE MARKETING
1. Work with external agency is optimizing performance marketing channels and campaign activity.
2. Utilise CRM based customer insights to improve targeting and campaign efficiencies.
3. Identify opportunities to reach new, relevant audiences through digital channels to deliver profitable growth.
Skills and Experience:
1. Robust CRM experience from another retail business, premium a plus.
2. Has managed data selections and campaigns at an operational level preferably through CRM data systems.
3. Delivered data driven marketing communications.
4. Technical experience of current best-practice email builds and personalisation devices.
5. Able to manage and co-ordinate people across different departments for a common goal.
6. Confident using excel to analyse and report on data.
7. Data savvy individual, understands the practical application of data to marketing execution and seen as an excel super user.
8. Comfortable being hands on, able to educate the wider team and influence stores and retail teams.
9. Can work with IT, third party suppliers and local Marketing teams equally well to execute CRM Programmes and seasonal marketing initiatives.
10. Can manage and oversee end to end marketing campaigns, particularly e-communications.
11. Self-starter and is able to teach themselves how to use systems.
12. Curious, technology oriented and enthusiastic.
13. Strong analytical mind with interrogative qualities.
14. Champion of client experience.
Benefits:
1. Discretionary Company bonus scheme.
2. Staff discount.
3. Staff shop.
4. Healthcare cash plan.
5. 25 days holiday as standard increasing with length of service plus bank holidays.
6. Free onsite parking.
7. Subsidised canteen.
8. Wellbeing support.
9. Operate hybrid & flexible working.
10. 4pm finish on a Friday.
Note: In the event that a sufficient volume of suitable applications are received, the post may close prior to the specified closing date. Please apply as soon as possible if interested.
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