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JOB TITLE: CRM Lead

FUNCTION: Marketing

CITY & COUNTRY: London - Chiswick, Western European Area

What are the key objectives and expectations from this role? What is the direct impact of this role on the team or organization?

With the mass impact of Covid-19 on the shift of consumer behaviour offline to on and the acceleration needed for NWEA’s strategic leadership agenda (30% of its revenue generated by ecommerce by 2025).

As a CRM Lead, you will play a pivotal role in growing consumer retention. Reporting into the CRM & LOYALTY Manager, you'll work together to roll out the CRM strategy (including loyalty programs), to drive consumer retention and to maximise consumers lifetime value. You will be supporting the delivery of engaging campaigns,

This role will join the CRM Direct to Consumer team in the Western Europe Area (supporting markets such as UK, France, Sweden, Spain, Portugal, Greece, Cyprus), but work closely with teams from across the whole business.

• Support the CRM & Loyalty Manager with the planning and execution of the CRM marketing strategy
• Project manage the implementation of any new retention journeys, from creative briefing to technical integration, managing the critical path to ensure key deadlines are met
• Brief the creative agency on campaign activation assets required, managing critical path to ensure key deadlines are met
• Plan, update, monitor and optimise the targeting and sequencing of personalized messages across consumer CRM programmes in line with CRM strategy
• Work with stakeholders across the end markets teams to translate acquisition, conversion, and retention marketing strategies into local marketing plans
• Keep creative team up-to-speed on email creative performance insights and test results, and ensure learnings are reflected in briefs and assets delivered
• Ensure accurate technical set-up through regular testing and data reconciliation
• Monitor external agencies to ensure the activities are delivered at the required quality and agreed cost & timescales.
• Use insights and analytics to improve the ongoing campaigns and the consumer experience.

ESSENTIAL EXPERIENCE REQUIRED

• 
  At least 3 year's CRM marketing experience within a B2C fast-paced company and an understanding of key retention marketing principles and metrics
• Demonstrable hands-on experience in email/SMS marketing/ other touchpoints (dynamic landing pages/ customer care/ chatbot etc)
• Attention to detail, understanding that the sum of every detail makes a huge difference.
• Strong analytical skills with a good head for numbers and statistics
• A real can-do attitude with willingness to get on with the job and make great things happen
• Excellent communication skills, written and verbal, with a natural ability to connect with people at all levels
• A consumer-focused mindset and a passion for marketing communications
• Strong expertise in SFMC (2 years +) using modules such as Einstein, Content Builder, Journey builder and proactively suggesting usage of new modules to run successful email/SMS/Outbound call campaigns
• Good understanding of data protection legislation & GDPR/ E-privacy

FUNCTIONAL SUCCESS CRITERIA

• 
  At least a 2:1 degree from a top tier university or equivalent
• A strong working knowledge of Salesforce Marketing Cloud and Microsoft Office (Excel, PowerPoint)
• Strong interest in consumer centric platforms - Ratings and Reviews (Trust Pilot, Bazaarvoice & Qualtrics) and Customer Care (Chatbot, Order track and trace, Facebook Messager, Whatsapp for business)
• Demonstrable record of delivering results in a commercial environment.
• Someone who can pivot at pace but remains focused in a fast-paced environment with multiple deliverables.
• Strong communication skills across the organisation, keeping stakeholders updated on the project status, clarity in briefing and articulating expectations

DESIRABLE, BUT NOT ESSENTAIL SUCCESS CRITERIA

• 
  SFMC email specialist certification

• Previous experience working with Subscription service for a B2C product/ service
• ADOBE Experience Manage & ADOBE target

PERSONAL PROFILE

• 
  A born leader: You engage and inspire people; you provide direction and focus and drive people for results. You act commercially and are consumer centric and engage stakeholders proactively.
• Embraces change: You enjoy working in a constantly evolving environment and consider changing plans as opportunities to seize more. You enjoy solving challenges and identifying ideas to drive business growth.
• Growth hacking mind-set: Your relentless in the pursuit of growth; have fire in the belly and see roadblocks as challenges to overcome
• Proactive and passionate: You’ll do whatever it takes to deliver the right outcomes for the team and the business; whether in the trenches or leading from the front.
• Critical thinker & agitator: You’re an ideas person who loves to challenge norms both internally and externally to drive cultural and performance breakthroughs.
• Analytical channel expert: You will identify opportunities to drive growth to maximising ROI through accurate reporting and constant evaluation of performance.
• Problem-solving skills and creative approach to problems

WE ARE BAT

At BAT we are committed to our Purpose of creating A Better Tomorrow. This is what drives our people and our passion for innovation. See what is possible for you at BAT.

• Global Top Employer with 52,000 BAT people across more than 180 markets
• Brands sold in over 200 markets, made in 44 factories in 42 countries
• Newly established Tech Hubs building world-class capabilities for innovation in 4 strategic locations
• Diversity leader in the Financial Times and International Women’s Day Best Practice winner
• Seal Award winner – one of 50 most sustainable companies

BELONGING, ACHIEVING, TOGETHER

Collaboration, diversity, and teamwork underpin everything we do here at BAT. We know that collaborating with colleagues from different backgrounds is what makes us stronger and best prepared to meet our business goals. Come bring your difference!

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