Performance Marketing & CRM Manager

  • Company: Nicholas Kirkwood
  • Location: United Kingdom
  • Business group: Fashion & Leather Goods
  • Contract type: Permanent Job
  • Function: Digital
  • Experience required: Minimum 2 years
  • Reference No.: NKWD00046
  • Date of publication: 2018.04.24


Under the supervision of the e-Commerce Manager, the key responsibilities will be for the development and implementation of the performance marketing strategy across Nicholas Kirkwood to encourage customer retention, loyalty and conversion. You will create, implement and lead cost-efficient campaigns driven by data analysis and understanding of customer behaviour.



  • Grow & develop the performance marketing strategy within Nicholas Kirkwood
  • Ensure site is optimised; reviewing user experience, keeping abreast of search engine specifications and requirements, and advising on content optimisation thorough keywords
  • Management of budget to implement creative yet cost efficient campaigns
  • Management of relationships with agencies, marketing partners and internal stakeholders
  • Setting & revising KPIs based on performance and benchmarking, focussing on ROI, CPA, CTR to conversion
  • Analysis of traffic e.g. source, performance by channel etc... and test new strategies to increase revenue
  • Identify opportunity areas for growth and optimisation
  • Ensuring correct tagging of all campaigns and activities to accurately report and evaluate performance, especially across Affiliates
  • Multi Touch Point (MTP) analysis to determine actual contribution
  • Undertake regular audience studies and map customer journey to pinpoint key touchpoints
  • Report on website behaviour and use analysis to drive improvements - presenting weekly reports to team in meetings, reviewing performance of campaigns/launches etc, performing ad-hoc analysis
  • Able to train others in performance marketing


  • Define and execute the CRM strategy in line with company vision and overall strategy across Omni-Channel
  • Develop initiatives that focus on single customer view improving customer experience both online and offline
  • Research & implement a DMP/CRM tool to accurately segment and report on customer behaviour
  • Using CRM tool, grow and maintain the Nicholas Kirkwood customer database through the development of acquisition, retention and win-back strategies centred around effective lifecycle management
  • Create, maintain, and optimise automated programs through a customer contact strategy to drive activation, retention, loyalty, reactivation and clienteling
  • Work collaboratively with Art & Communications departments, in addition to external suppliers, on the communication calendar, through creation, scheduling and deployment of all email campaigns and identify key opportunities to maximise revenue potential aligned with brand objectives
  • Execute email personalisation, dynamic content and other tactics to match the needs of each customer segment
  • Propose and manage 2nd Party data providers to boost brand awareness, drive lead generation and new customer acquisition
  • Review performance report results to make recommendations for future CRM initiatives



  • Degree or equivalent in Marketing, Digital Marketing, Advertising
  • Good analytical skills with advance knowledge of using Google Analytics
  • Solid understanding of CRM and online marketing practices, including email marketing, segmentation, lifecycle marketing and eCRM
  • Knowledgeable in digital and social media best practices and experience in planning and deploying multi-platform campaigns
  • Managed CRM/software IT projects (3 years minimum)
  • Previous digital and social experience is preferred
  • Proven ability to develop initiatives that increase conversion, revenue and profit
  • Previous experience using Google AdWords, Tag Manager
  • Well read in GDPR compliance regulations with regards to data handling
  • Basic HTML skills
  • Excellent at working towards, and delivering against, deadlines and the ability to work well under pressure
  • A proactive player attitude with co-workers and external partners, good communication skills



Fashion & Leather Goods

Houses with a unique heritage and young emerging brands make up this exceptional division. Each of their creations becomes an object of desire, imbued with timelessness.

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