Senior CRM Executive
Park West
11d ago


Job TitleSenior CRM Executive

Reporting toLoyalty Manager

Job Overview

You will work closely with the Loyalty Manager to support the roll-out of Live Loyalty’ (including launch of the Mobile App) & the subsequent relaunch / growth of the Applegreen Rewards Programme.

Primarily; to develop & evolve the relationship with our Rewards Partner.

A key element of your role will be to create & deliver Email / SMS marketing communications as well as help implement campaigns to grow customer engagement, revenue generation, retention, while reducing unsubscribe rates within the Applegreen Rewards customer base.

This will involve the development of creative briefings to aid in the creation of targeted & personalised, dynamic communications for all Email / SMS messaging.

In turn, you will gain exposure to existing marketing activity which will underpin the development of the Loyalty Promotional Calendar & CRM Communication Plan.

Duties & Responsibilities

  • Support the Loyalty Manager in :
  • a) developing a Loyalty Promotional Calendar of Activity & CRM Communication Plan through the effective delivery of responsive communication to achieve retention & acquisition objectives.

    b) implementing a robus customer lifecycle contact & promotional strategy.

    c) the delivery of Live Loyalty’ & the Mobile App strategy.

  • Help to optimise CRM strategy : focusing on consistency of contact & relevant events / key triggers, utilising all forms of messaging & communication available.
  • Ensure the high quality & consistent delivery of the Applegreen & Applegreen Rewards brand both internally & externally across all media.
  • Oversee the design of marketing collateral for both print & digital communications; including Point of Sale, social media material, newsletter, intranet content & website collateral.
  • Work with internal stakeholders & Third Party Partners / Suppliers to successfully implement campaigns / promotions while continuously monitoring & managing all external stakeholders.
  • Brief & oversee the work of internal / external agencies, such as designers, animators & printers who will deliver much of the campaign activity.
  • Support Loyalty Manager to cross-sell & upsell to existing customer database while co-ordinating Email & SMS transmission.
  • Manage the implementation, tracking & measurement of all campaigns with the delivery of post-campaign analysis. Collect & use data insights to inform new campaigns & the evaluation of existing campaigns.
  • Write, edit & proof read copy for for Loyalty communications / promotional materials & digital campaigns. Work with Digital Executive to develop, manage and & execute content timeline for all customer facing social media channel communications.
  • Review of existing Reporting / Measurement Tools.
  • Work closely with in-house Design Studio to ensure successful execution of all Point of Sale collateral to support Loyalty activity at shop level and delivery of artwork for all online tactical activity.
  • Implement test & learn practices to ensure Emails / SMS campaigns are optimised to their best performance.
  • First line contact for the Rewards Helpline Team, helping to escalate customer queries to the Loyalty Manager where required, while also preparing informed Campaign briefing documentation for Team.
  • Review KPI Reports and advise the business of findings.
  • Continuously gather examples of latest competitor activity, making recommendations for actions to the business.
  • Work within a budget & report any overspend.
  • Manage the planning & execution of all training sessions, trade shows, all customer panels & in-store customer events.
  • Provide the Team and Business with regular status updates.
  • Support in managing stakeholders needs & expectations.
  • First line support for Loyalty Champions & Site Managers.
  • Assist Finance & Audit Team when required.
  • Knowledge, Skills and Abilities

  • Flexible & capable of working to deadlines, monitor performance & be aware of the knock on’ effect of not meeting specific milestone deadlines.
  • Creative approach to everything you do.
  • Full of fresh, unique ideas & excellent attention to detail.
  • An excellent communicator at all levels both verbal & written; with strong interpersonal skills.
  • Recognition & experience of the digital environment with experience working with CRM IT systems & social media platforms will be beneficial.
  • Experience in Email & SMS marketing tools and systems, with a knowledge of Email / SMS processes / production.
  • Demonstrate awareness of new trends and areas of focus with customer in mind.
  • Demonstrates excellent customer relationship skills.
  • Motivated to succeed in a competitive, hands-on demanding business environment.
  • A self-starter, capable of using their own initiative to deliver campaigns with good networking skills.
  • Self-motivated with an enthusiastic approach to work.
  • Team player, able to work with multiple business units to achieve objectives.
  • Education and Experience

  • Marketing Qualification & educated to Degree Level with a Digital Qualification also desirable, but not essential.
  • Ideally you will have strong campaign management experience &come from a retail, FMCG or Telco background.
  • Strong knowledge of the Microsoft Office portfolio.
  • 5 plus years experience in a similar role.
  • Strong background in operational CRM with a clear understanding of CRM integration & impact.
  • Applegreen Stores is an Equal Opportunity Employer

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