Job description
We’re looking for a Customer Relationship Manager who will play a vital role on the brands Customer Relationship Marketing – CRM Team. The position will be responsible for managing the development and execution of CRM strategies and initiatives that drive lifetime value, retention, and sales growth of clients – with a focus on top existing clients, new high potential clients, and omni-channel client engagement. The Customer Relationship Manager will be highly involved in the day-to-day operations of a fast-moving business and will be technically savvy; tightly managing our Customer Data Platform – CDP vendor (ActionIQ). Provide a high degree of strategic and analytical ability to develop actionable insights to improve our customers experience to achieve financial results. Requires a cross-functional team player who will partner closely with Analytics, Brand Marketing, Digital, Store Operations, Customer Service, and Merchandise Planning departments.
What you'll do
· Oversee the on-going campaign strategy, development, execution, and management of CRM programs (including but limited to direct mail, email marketing, audience segmentation, A/B testing recommendations & providing key performance metrics)
· Grow, manage, and scale existing and new customer loyalty strategies and initiatives to retain key customer segments through specific KPI targets
· Develop content, benefits, and retention strategies to amplify high value action behavior across loyalty and non-loyalty customers
· Develop actionable strategies to recover lapsed customers identified by continuous data analysis
· Lead primary customer research analyses and synthesize insights by leveraging Medallia surveys and launching customer panels
· Own full clienteling process from data-driven customer selection to measurement & optimization
· Build and execute loyalty program strategy, growing spend/customer and frequency
· Present and analyze program KPI’s to leadership, defining meaningful strategic recommendations through customer behavior to maximize business goals
· Quantify the business impact of CRM program and continue to evaluate and refine program to maximize program effectiveness
· Optimize and check assumptions using A/B testing and other analysis to ensure the best customer experience
· Advise Analytics team on reporting structure and ideation to provide enablement
· Ability to distill information, communicate clearly and ensure insights are embedded in decision making
· Understand industry standards and develop key performance indicators for all CRM initiatives
· Work closely with business partners to understand what business decisions need to be made and leverage data + dashboards to help make decisions
· Manage delivering & executing slides for view to be included in monthly and quarterly CRM reporting
· Own budget, forecasting, and profit to ensure loyalty program performance is on trend to financial plan
· Own management of yearly customer forecasting, and profit to ensure loyalty program performance is on trend to financial plan
· Partner with Customer Service team to build a protocol for addressing high value customers’ needs and concerns
· Develop strong partnerships with cross-functional partners, including Analytics, Brand Marketing, Digital, Store Operations, Customer Service, and Merchandise Planning to support programs that will profitability grow the business, maximize customer retention, acquisition & reactivation and ad hoc reporting as needed
· Manage relationship of external vendors for CDP (ActionIQ), Customer Insights (Medallia) and omni-channel experience (HERO)
· Mentorship of CRM coordinator
Who you are:
· Minimum of 5+ years in CRM or Marketing in a retail organization and/or comparable, consumer-driven industries
· Extensive experience analyzing customer behavioral data with deep segmentation experiences
· Technical proficiency and knowledge of CRM database solutions and feeds, loyalty platforms, campaign management tools and platforms, Google analytics, and BI tools/systems. CDP (Action IQ) experience a plus
· Ability to draw insights and develop actionable recommendations
· Data-centric and strategy focused; uses strong analytic and problem-solving capabilities to provide insights, recommendations for change, and proposed solutions
· Comfortable with using DOMO a plus
· A passion for being the voice of the customer to business stakeholders
· Customer centric and proactive in looking for new solutions and in learning new skills
· Flexible and adaptable; ability to prioritize workloads appropriately with respect to urgency and potential impact
· Strong communication skills and ability to interact with all levels
· Experience and success working in a fast-paced and sometimes ambiguous environment
· Excellent communication and presentation skills, strong collaborator via remote work tools such as Zoom, Microsoft Teams, etc.