As CRM Senior Manager, you will be responsible for shaping and executing the CRM comms strategy across all direct marketing channels to deliver personalised customer journeys that meet defined commercial, customer and brand objectives.
You will be passionate about customers, data and an ambassador of personalisation as well as playing a key role in supporting the delivery of the Waitrose Customer strategy and transformation.
You will champion and lead the adoption of SFMC Self Serve ambition within the CRM team, and support the implementation of a new campaign manager tool which will enable Waitrose to reach the next level of maturity in emails and push notifications personalisation as well as completely redesign the ways of working by automating campaigns delivery.
There will be an emphasis on delivering the trading sales targets by managing newsletters, trigger emails and continuously testing new and innovative campaigns and opportunities. But you will also lead the Waitrose ambition to increase Customer Lifetime Value by delivering personalised customer lifecycle journeys (like Welcome, Onboarding, Growth, Retention) across CRM comms.
Together with your peers in other channels you will also lead on the Waitrose ambition to deliver true Omni-Channel personalisation across all customer interactions.
You will have strong influencing skills aligning several departments behind the same vision, working with Tech and Change and Digital to deliver all opportunities you have identified and at the same time transforming business processes and culture to be CRM, Customer and Insight driven.
The Partnership supports agile and flexible working practices, such as when, where and how we work. We have several different ways to work flexibly, including part-time, flexible or compressed hours, and job sharing. Head office areas also support a blended working approach.
We celebrate diversity and inclusion in the John lewis Partnership and we are committed to becoming the UK’s most inclusive business, reflecting and connecting with the diverse communities that we serve.
Key Responsibilities:
Ownership of the development, design and delivery of customer marketing communications and always on crm & loyalty activity (including content & contact strategy).
Accountable for the delivery of the comms deployed across all direct online and offline channels including but not limited to: email, push notifications, Message at Till, DM, Banking Cashback, App and on-site personalisation and how they track against outcomes and OKRs.
Close collaboration with PP Loyalty Senior Marketing Managers and Digital & Social Marketing teams ensuring alignment and support to deliver the overarching CRM strategy and to foster a strong team culture.
Work closely with wider JLP CRM teams (John Lewis and John Lewis Finance) on opportunities to collaborate and align on approach, and share key insight and learnings.
Responsible for developing an enriched and growing marketable customer database. Sets and proactively reviews processes which ensure that stakeholder teams, support data capture opportunities.
Acts as a subject matter expert and consultant to the wider business on CRM and data-driven marketing, embedding best practice across Waitrose. Helps others to upskill in CRM and digital.
Responsible for both strategic collaboration and the day-to-day management with external CRM agency (Salesforce), in-house design team and Insight & Analytics teams to support the delivery of CRM strategy, campaigns and customer insight and data
Responsible for CRM communications budget, tracking expenditure against the budget and driving efficiencies to maximise ROIs and customer KPIs. Responsible for budgeting and forecasting CRM communications activity, managing risks and seizing opportunities.
Delivers and presents regular analysis, diagnosis and KPI reporting to drive continuous improvements in results and productivity.
Instils a culture of high performance across team and cross functionally. Drives for continual improvement in team performance and encourages development of self and others, cultivating a collaborative and motivated team environment.
Known as Waitrose’s subject matter expertise in CRM and acts as a consultant to the wider business on CRM and data-driven marketing, embedding best practice across Waitrose. Upskill wider marketing department and peerset in CRM and digital.
Act in accordance with the Partnership’s purpose and democratic principles, constructively participating in co-ownership, and demonstrating to customers and each other that it is a better way of doing business. Share your knowledge, experiences, ideas and opinion to improve the Partnership, speaking honestly and frequently.
Invest in your personal and professional development to achieve your potential, by doing more, doing better, or doing different. Continuously engage with and actively contribute to your Profession.
Create the conditions for all Partners to thrive, make their best contribution and achieve their potential.
Appreciate what different life experiences bring to the Partnership and the value this adds to unbiased and smarter decision making.
Set the tone, context and outcomes for the team with the voice of the customer at the heart.
Enable the conditions for Partner opinion to be heard and acted upon.
Essential Skills you'll need:
Solid CRM experience working on high profile multi-channel consumer brand with sizeable customer database.
Solid experience in designing and running CRM / email / direct marketing / app marketing campaigns. Setting and delivering enterprise level and automated Personalisation strategy.
Strong commercial awareness with accurate forecasting and cost control.
Marketing Campaign Management expertise (including Campaign Management).
Strong understanding and experience of driving omnichannel customer behaviour.
Successfully manages multiple stakeholders at senior levels, and excellent influencing skills.
Ability to balance between customer insights and commercial outcomes.
Analytical mindset.
Managing CRM team, coaching and developing individuals
Agency / supplier management experience.
Desirable:
Qualifications or professional experience of CRM & Digital Marketing, Personalisation, Digital Transformation, Customer Segmentation.
Solid Retail, Financial Services and digital marketing experience
Brand development; proposition development; customer experience management.
Attribution modelling.
Data Management Platforms.
Executional level of Personalisation / recommendations tools.
Strong understanding of how digital marketing channels influence CRM and vice versa in addition to impact and correlation with the wider marketing tech stack.
Experienced understanding of driving omnichannel customer behaviour.
Next Steps:
The application form consists of a CV upload followed by application questions. Please ensure you refresh the page each time you complete a task to ensure you complete everything that you need to in time. (If internal, check your Workday notifications and see further guidance on the PDW under "Internal application process").
Once you've submitted an application the next steps of the process, if successful, are likely to include a 1 stage virtual interview.
You'll be asked about any adjustments you might need to support the recruitment process. Let us know, and we'll be sure to discuss it with you.
Thanks for your patience in the meantime and for showing an interest in joining JLP.
For internal use only:
You can view a copy of the full job outline HERE
#LI-JLPWTR
#LI-HEADOFFICE