Job at a glance
As DeMellier's CRM Executive, you will be responsible for the day-to-day execution and optimisation of our broadcast and automated CRM activity, working closely with the Senior CRM & Omnichannel Clienteling Manager to bring the wider CRM and customer retention strategy to life. You will play a key role in ensuring CRM activity is delivered accurately, efficiently and in line with the wider marketing and commercial calendar.
You will also support customer segmentation, lifecycle activity, retention initiatives and CRM reporting, helping the business better understand and engage its customers across digital and retail touchpoints. You will be a key champion of the customer within the business, helping ensure CRM activity is relevant, accurate and informed by customer behaviour and insight., Email & SMS Marketing Support the Senior CRM & Omnichannel Clienteling Manager in implementing the CRM strategy through the execution of agreed segmentation, lifecycle and customer journey initiatives.
Support and execute the day-to-day CRM campaign schedule, ensuring all campaigns are planned, built, tested and delivered in accordance with the marketing calendar. Plan CRM activity 1-2 months in advance, working closely with relevant teams to ensure email and SMS content aligns with wider marketing, trading and product priorities. Support ongoing testing across creative, messaging, send strategy, segmentation and personalisation, ensuring test objectives and results are clearly documented and communicated.
Support the day-to-day administration of Klaviyo and other CRM platforms, ensuring campaigns, templates, audiences and automations are maintained effectively. Own the day-to-day management and optimisation of automated flows and triggered communications, proactively identifying opportunities for testing and improvement. Work collaboratively with Creative, Digital, Trading, Brand Marketing, E-commerce and Customer Services to ensure CRM campaigns are delivered accurately and on time.
Consistently follow the CRM QA process across campaigns, flows, segmentation and reporting, ensuring customer-facing activity and data are accurate before deployment or circulation. Proactively identify and escalate campaign, data, resource or delivery risks to the Senior CRM & Omnichannel Clienteling Manager, raising blockers early and recommending appropriate solutions. Customer Retention Support the Senior CRM Manager & Head of Brand with our retention programme (Loyalty) as we continuously evolve.
Use customer data and agreed CRM insights to support the execution of targeted retention, reactivation and loyalty activity. Support loyalty activity through campaign delivery, segmentation, reporting and operational implementation. Support the execution of agreed customer lifecycle initiatives designed to increase repeat purchase, engagement and retention. Customer Insights Support the Head of Brand to deliver customer research, collate the outcome and share them with the wider team in monthly meetings Work with the Senior CRM & Omnichannel Clienteling Manager and relevant teams to implement automated customer surveys and support the ongoing analysis of results.
Collate customer insight and research findings into clear, easy-to-understand outputs for the wider business. Support the translation of customer insight into practical CRM activity, including segmentation, personalisation and lifecycle communications. Data Analysis & Reporting Support the Senior CRM Manager with customer and CRM analysis, identifying key patterns, trends and anomalies in customer behaviour and campaign performance.
Produce accurate weekly, monthly and quarterly CRM reporting, highlighting campaign performance, flow performance, customer behaviour, key trends and initial actionable insights. Create weekly, monthly and quarterly customer and CRM reports comparing performance to LY and Plan, with clear supporting commentary and observations. Produce clear, concise and easy-to-digest CRM rep