Senior CRM Executive - Automation Optimisation 12 month FTC

Location

Worcestershire | United Kingdom

Job description

An exciting role within the Group CRM team, for a Senior CRM Executive working on optimising our automation programme, 12m FTC (Maternity Cover).

Halfords has a sophisticated automated email programme which is integrated with digital for web personalisation and social. This role is responsible for optimising the programme using targeting and personalisation techniques, ensuring customer engagement and LTV is maximised.

Key Accountabilities

• Optimise the existing CRM automated programme for all Halfords brands, focusing initially on email and looking for any opportunities within SMS, DM, Online personalization, Paid Search and Social, working closely with the CRM data agency.
• Design and build new automated campaigns using customer and data insight. Seek new design opportunities using CRM creative tools.
• 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.
• Assist with the optimisation of the contact strategy for the Group email programme.
• Use new and available data models and customer data to create dynamic and highly personalised campaigns efficiently, plus test and learn to ensure campaigns drive the desired results. Look for opportunities for new data models.
• Use segmentation techniques to select audiences to target campaigns to the right customers, using the right channel ensuring that customers receive appropriate levels of contact.
• Develop a plan and carry out multi-variant testing.
• Constantly review performance, at weekly, periodic, and total campaign levels to advise the business on CRM performance and provide fact-based recommendations.
• Work closely with external partners: design agency, data providers, dynamic content agency and email send provider.
• Assist with transformation programmes and data integrations.
• Ensure all CRM activity is delivered within agreed budget.
• Carry out competitor reviews to establish best in class email & CRM activity.
• Assist with the wider CRM programme as and when required.
• Support new project developments when required.
• Become a super-user on all Halfords CRM systems.

Key Skills & Experience

• Experience working in a similar role - retail or services background an advantage.
• Experience of email automation and optimisation desired.
• Experience of personalisation techniques across multiple channels desired.
• Good knowledge and hands on experience with ‘Email Service Providers’ E.g., Cheetah Digital Marketing Suite.
• Experience of Apteco Faststats (Orbit) and Peoplestage an advantage.
• Obsessive attention to detail and takes responsibility for the accuracy of their work.
• Confidence and assertiveness when dealing with a variety of external agencies and internal stakeholders at different levels.
• Strong capability for analysing customer data and campaign data with strong inclination towards fact-based decisions. Must have hands on experience defining and selecting customer audiences.
• Good understanding of databases and logic.
• 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.
• Passion for customer and constantly curious, obsessed with delivering 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 across the organisation, who can see how CRM operates within a broader marketing and overall business strategy.
• Enjoys working as part of a team.

Job tags

Salary