Reporting into the Consumer Marketing Senior Manager, this role will be responsible for the development and overseeing the implementation of the CRM strategy and customer lifecycle programmes for the UK&Ireland region to maximise customer engagement, satisfaction, tenure, drive traffic and revenue.
Tasked with leading the implementation of the UK’s first Loyalty Programme, this role will be targeted with prospect conversion, retention, repeat purchase and data capture.
The role will also be responsible for planning and overseeing the execution of trade and lifecycle email campaigns, as well as Loyalty initiatives, the CRM Manager will need to ensure the diverse UK consumer is understood and actionable marketing strategies are created to reach and engage with them.
As the brand champion for Consumer Insights, this role will need to be confident with big data to understand the MAC consumer and will be tasked with overseeing core KPI’s such as prospect conversion, retention, repeat purchase and drivers of loyalty.
This specialised role requires a deep understanding of CRM, with a creative and analytical mindset (confidence handling big data), with the business acumen and motivation to drive commerce.
This role has 2 direct reports.
CRM STRATEGY & EXECUTION
Develop, execute and analyse the brand’s CRM strategy, with the aim of driving key strategic. metrics as well as supporting the brand’s category and sales objectives.
Work closely with the Global & Corporate CRM teams to launch lifecycle programmes and initiatives, ensuring the strategy incorporates best practices and innovation.
Segment the database to devise the best engagement strategy for each consumer profile ensuring that we speak to the right consumer, at the right time, with the right messaging.
Manage the creation of assets in partnership with the Content Manager, seeking approval from the Director of Creative and Senior Consumer Marketing Manager on local assets.
Ensure an omni-channel strategy whereby the both Online and Offline communication is complementary and aligned.
on the execution of email communications ensuring quality standards and performance goals are met.
Evaluate all communications to understand impact and ROI and adapt the strategy as necessary.
Ensure that M A C’s engagement strategy evolves in order to stay competitive and relevant in an ever changing landscape.
Leverage the wealth of M.A.C consumer data (approx. 4M records) to generate actionable insights for the brand, aimed at strengthening our understanding of our consumers and how we can convert, retain and drive frequency and commerce.
Pursue opportunities to create a one customer view, improving consistency and further integrating CRM and digital marketing across e-commerce and bricks and mortar operations, with a view of generating a consistent and consumer-centric approach in our relationship with individual consumers.
Partner with Corporate team to understand the wider consumer opportunities for engaging with our rich consumer landscape.
Collaborate with Retailers to understand their unique consumer and how M.A.C can best tailor its service and experience to them.
Share segmentation insights with the wider brand and inform Social Media and Advertising’s custom audience, programmatic targeting and results.
Share insights by store and retailer group ahead of strategy meetings to identify opportunities across the brand and inform strategy.
Drive the brand’s capture rate both in-store and online.
Champion GDPR best practice.
Represent the UK region on Global CRM calls as required and develop a strong working relationship with the Global CRM team.
Represent the brand in Corporate CRM & Enterprise Marketing meetings as required.
Hold monthly CRM meetings with relevant stakeholders to maintain focus, identify needs and address concerns / issues
Ensure understanding and implementation of CRM strategy across all levels of business, via regular communication, including weekly reporting, global calls and inter-department meetings.
Manage CRM budget and Monitor revenue
To perform this job successfully, an individual should meet the following requirements and qualifications :
Be an expert in CRM having focussed their career on CRM, loyalty and retention marketing.
Have expertise working with customer data platforms and key consumer metrics; retention, frequency and spend. Be able to show how they have positively impacted these during their career.
Have a proven track record working with a variety of CRM programmes which targets new, existing and loyal customers.
Well-grounded in consumer marketing principles, customer segmentation, multi-channel marketing, utilizing consumer research and response analysis as well as higher level analytics
Ability to synthesize complex content into simple business practices, draw conclusions, make recommendations, and lead implementation of changes cross-functionally
Have a thorough understanding of GDPR and how it impacts communication with customers.
Have experience working with an ESP (preferably Salesforce or Braze).
Have experience working with an advanced customer data platform and CRM analytical tool, business intelligence or similar platforms.
Thrives in a fast-paced environment, able to juggle multiple projects and work to tight deadlines whilst maintaining a superb eye for detail.
A people person capable of aligning and engaging others in the vision of CRM marketing, comfortable running training sessions around new technology & processes.
Strong copy writing skills with editorial flair. High level of grammatical accuracy.
Be confident using Excel for data manipulation.
Ideally experience in HTML.
Experience with CRM automation is preferable.