POSITION: CRM MANAGER (Maternity Cover)
REPORTS TO: MARKETING DIRECTOR
PURPOSE OF THE ROLE
> Drive the UK CRM strategy including management of Guerlain's loyalty programmes as well as Retail partner CRM opportunities.
> Deliver multi-channel targeted CRM campaigns to increase brand awareness, drive customer acquisition & retention, engagement and grow brand awareness.
> Act as a CRM champion for the UK market.
Build and drive a strong and profitable CRM programme for Guerlain UK.
CRM Strategy & Campaign Delivery
> Work closely with Paris head office to define and deliver UK CRM strategy across all key direct-to-customer communication channels (Direct Mail, Email, Clienteling) based on business priorities
> Work with UK Email agency to build, segment and deploy all email communications to drive sales on Guerlain.com, track and report on results weekly as part of E-Commerce reporting
> Develop and deliver a strong e-CRM plan, including automated email lifecycle campaigns to drive purchasing on Guerlain.com including tracking of results
> Build detailed customer forecasts, segmentation strategy and customer KPIs. Develop reporting to ensure all metrics are regularly monitored and targets met
> Plan and own CRM campaign calendar, and adapt creative assets supplied to the UK market to ensure they meet local market objectives whilst adhering to Central brand guidelines
> Generate CRM plans to animate key launches by creating Email and/or Direct Mail deployment in accordance with brand guidelines and business priority
> Support stores with local CRM requirements, and build new clienteling strategy
> Brief and manage external agencies to deliver all CRM assets, including print and fulfilment for direct mail
> Drive key loyalty programmes for key franchises Orchidee Imperiale and Abeille Royale, constantly innovating to ensure Guerlain retains its top clients
> Provide regular reporting on all CRM campaigns, carry out continual testing to optimise future campaigns, and deliver insight and recommendations to the business based on customer behaviour.
Data Capture & Database Management
> Work with Retail teams to drive data capture in store via digital and manual systems to ensure annual data capture targets are met. Ensure all Area Managers are fully motivated to drive data capture amongst the Retail teams, to ultimately grow and build a valuable database
> Work closely with the Training department to ensure CRM objectives are integrated into all training opportunities and that the loyalty programme is regularly communicated to the Retail teams. Act as a CRM champion throughout the business and present on the loyalty programme at key training moments
> Collaborate with 3rd party database agency and IT teams to ensure all data sources feed into the central customer database. Continually monitor for bugs in data processing, and identify opportunities for data enhancement.
Retailer & Partner CRM
> Support the Marketing Director and the Sales Team to ensure all CRM opportunities are explored with retailers
> Support Marketing Director and Retail Team to create bespoke CRM campaigns to drive Guerlain's flagship doors in the UK
> Implement and manage bespoke CRM campaigns for key retailers to drive recruitment and retention
> Work with 3rd party databases on occasion to drive acquisition around key launches.
> Manage, track and report on CRM budget & costs.
POSITION WITHIN THE ORGANISATION
Reports To: Marketing Director
Direct Reports: N/A
Internal: Guerlain Marketing team UK, Guerlain Sales team UK, Guerlain Retail team UK, Guerlain IT team UK, International Digital/CRM/IT teams in Paris.
External: UK print and fulfilment suppliers, Email development agency, Retailer partners
We are looking for a CRM specialist with a passion for the beauty/luxury industry.
> A passion for direct-to-customer marketing in the beauty industry
> Minimum of 5 years marketing experience with a focus on CRM
> Extensive experience in delivering acquisition and retention CRM campaigns
> Strong Excel and analytical skills and ability to build reports from scratch
> Experience in database segmentation and preparation of customer forecasts
> Good copy writing and proof reading skills
> Strong influencer to ensure CRM becomes embedded into the Guerlain culture
> Confident presenter
> Understanding of the UK retail market
> Must have the ability to work under pressure and meet tight deadlines