CRM Marketing Executive

Purpose

Own the strategy for driving customer retention, reactivation and lifetime value. Responsible for planning and developing multi-channel CRM strategy including implementing and optimising campaign execution and segmentations across Harrod Horticultural and Harrod Sport brands.

Job Description

• Manage the day-to-day running of our Email marketing strategy including owning the email marketing calendar for our newsletter and the set up/ maintenance of automated customer journeys within Dotdigital, identifying opportunities to regularly optimise performance to drive KPIs (loyalty, engagement, reactivation).

• Planning and shaping exciting customer journeys and communication strategies based on customer insight and behaviour.

• Improve relevancy/personalisation of all email through different content or appropriate customer segmentation and targeting including the use of preference centres.

• Create testing plan to ensure continual test and learn with A/B experiments to drive email KPIs (open rate, click rate, purchase) at customer segment level to ensure we are continuously optimising.

• Develop initiatives to ensure we are maximising data capture of potential customers (including the set-up of new pop-ups or data capture points across channels) and driving engagement and conversion from these sign ups.

• Collaborate with the Social Media & Communications Executive to align with broader marketing messaging and content, and manage the build and scheduling of all campaign emails. Including elements of copywriting and visual assets.

• Own weekly and monthly email and customer segment performance reviews, interpreting data and insights to generate learnings for future activity.

• Support the growth of customer retention, driving improvements across key metrics such as repeat customer rate and customer lifetime value.

• Planning and co-ordinating all DM and online brochures, including product selection, pagination planning, creative stages and final print.

• Event & exhibition management and co-ordination, delivering on customer retention opportunities.

Person Specification

• A proven background in briefing, executing, measuring and optimising email or digital marketing campaigns

• Strong organisational skills – able to plan and allocate resource for multiple campaigns and projects of varying complexity

• Analytical, numerate and results orientated with good commercial judgement and KPI understanding

• Strong hands-on experience using Dotdigital (or similar ESP systems)

• Customer focussed with a proven track record of considering customer segments and insight and applying this knowledge to marketing campaigns

• Strong interpersonal and communication skills with the ability to work as part of a team and with senior stakeholders

• Proven reporting skills and experience using reporting tools and Excel

• Ability to assess creative against commercial goals and campaign objectives

• Attention to detail is essential with good problem-solving skills