Overview of the role
Due to the success of the Halfords Motoring Club, we have an exciting new opportunity within the Group CRM team for a Senior CRM Executive to help deliver our member communications program. You’ll join the Loyalty CRM team to create multi-channel campaigns that drive customer engagement and lifetime value.
Key Accountabilities
* Own the end-to-end management of Motoring Club CRM campaigns, including planning content, liaising with designers and building emails.
* Support week to week trading, ensuring the best content and promotions are delivered to members at the optimum time.
* Support the management of the annual member lifecycle, engaging new members, maximizing benefit redemption and minimizing churn.
* Manage supplier-funded inventory across Group and Halfords Motoring Club and execute solus campaigns as needed.
* Manage Halfords Motoring Club Partner promotion, working closely with the Loyalty team and external stakeholders to agree content and messaging.
* Combine data and technology to create dynamic, highly personalised content and employ test and learn to drive continuous improvement with the goal of maximising engagement.
* Select data segments to create audiences, ensuring campaigns are targeted at relevant right customers, while ensuring that customers receive appropriate levels of contact.
* Constantly review performance, at weekly, periodic, and total campaign levels to advise the business on CRM performance and provide fact-based recommendations.
* Understand member behaviour in depth, using the wealth of data and insight available to respond directly to their wants and needs.
* Manage relationships with external partners: design agency, data providers and email send provider.
* Carry out competitor reviews to establish best in class email & CRM activity.
* Work with the creative agency to ensure emails are optimised for accessibility and they convey messages in an engaging and relevant manner within the Halfords brand guidelines.
* Ensure CRM campaigns are executed seamlessly across all channels.
* Assist with the wider CRM programme as and when required.
* Become a super-user on all Halfords CRM systems.
Key Skills & Experience
* Experience working in a similar role – retail, services or a loyalty background an advantage.
* Good knowledge and hands-on experience with ‘Email Service Providers’ E.g., Marigold Engage+ (Cheetah)
* Experience of planning campaigns across multiple channels while employing advanced personalisation techniques.
* Knowledge of Apteco People Stage and Fast Stats and Orbit an advantage.
* Obsessive attention to detail and takes responsibility for the accuracy of their work.
* Excellent numeracy skills, with strong analytical capabilities. Strong data mindset and inclination towards fact-based decisions.
* Hands-on experience defining and selecting customer audiences.
* Confident individual with excellent communication and copywriting skills.
* Excellent organisational skills with ability to operate on a wide range of topics and projects at one time.
* Enjoys working at pace in a fast moving and constantly changing environment.
* Strong problem-solving skills.
* A passion for customer experience and constantly curious, obsessed with understanding needs and wants to deliver the right message at the right time and with the right content.
* Can-do attitude and the determination to achieve results.
* Productive team member, collaborating effectively with all teams and at all levels of the organisation, who can see how CRM operates within a broader marketing and overall business strategy.
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