Job Description
The Senior CRM Manager owns the end-to-end customer proposition across all of our customer segments and markets. They are responsible for devising the over-arching communications strategy (and its execution via Choo Clienteling) in order to:
* Maximise customer value
* Deliver our brand proposition
* Ensure key customer segments grow profitably
Key Responsibilities and Duties
They will partner within the CRM Team and externally in order to:
* Understand and document incremental impact of marketing channels and different kinds of communication
* Determine incrementality of gifting, events and clienteling
* Determine allowable budgets per client per tier
* Forecast tier performance
* Own and manage the Choo Clienteling App and the development roadmap to create a best in class app experience for Store Associates. In particular to enable:
1. Improved ability to create customer-facing collateral
2. Additional functionality brought into Choo Clienteling (e.g. appointments, WhatsApp).
* Train retail teams on correct usage of Choo Clienteling and other CRM initiatives
* Plan and execute clienteling and other direct outreach campaigns
* Plan and executive other direct marketing (e.g. Direct Mail, direct gifting).
The Senior CRM Manger is responsible for the health of each client segment and should interface with other parts of the business in order to propose and track corrective actions. For example, they might propose that an under-performance in average customer frequency is counteracted with a specific target ATV growth.
KPIs:
* Revenue per client
* Segment growth and retention
* Proportion of transacting customers who receive at least 1 outreach per month
* Choo Clienteling % to Sales
The Ideal Candidate
* Previous experience managing a small team
* Previous experience working within luxury retail, ideally with in-store experience
* Strong technical abilities, able to pick up working in new platforms and to understand the basis of our CRM IT infrastructure
* Good excel and analytics skills
* High level of organisation and ability to prioritise tasks and manage stakeholders
At Capri, we are all responsible for creating a diverse and inclusive workplace. We try to inspire change and growth within each other and believe success is a result that comes from our differences. Capri is proud to be an equal opportunity employer committed to inclusivity regardless of age, sex, sexual orientation, gender identity, genetic characteristics, race, color, creed, religion, ethnicity, national origin, alienage, citizenship, disability, marital status, military status, pregnancy, or any other legally-recognized protected basis prohibited by applicable law. M/D/F/V