The CRM Manager is responsible for implementing and managing a formal CRM and database marketing program that focuses on leveraging the companys data asset and increasing ROI on marketing spend through customer segmentation, data hygiene, and acquisition of new customers prospects.
The CRM Manager focuses on loyalty and retention marketing strategies. S/he has a clear understanding of how to leverage consumer behavioral, lifestyle, transactional, and demographic data to deliver relevant marketing programs through multiple communication channels with a vision of growing consumer loyalty and increasing their lifetime value to the business.
ESSENTIAL FUNCTIONS AND BASIC DUTIES? Planning, managing, and delivering CRM strategy encouraging customer retention and customer loyalty.? Ensuring CRM platform architecture works seamlessly, and it captures all required information at key points in the customer life cycle.? Customer Journey mapping analyzing touch points with the organization and maximizing commercial opportunities.? Ensuring the database is segmented effectively for targeted marketing activities.? Establish processes to ensure the quality of our data e.g. that customer data is regularly refreshed? Overseeing direct communications with customers through the CRM (email, SMS, etc) and analysis and reporting on campaigns effectiveness in terms of traffic, acquisition, conversion, retention, and revenue? Create and approve customer list selection for direct mail campaigns? Manage the production of online marketing materials, for example, e-newsletters? Work closely with the Marketing Manager to ensure campaigns are fully integrated.? Define and set standard reports for CRM? Other duties as may be assigned. People (where applicable) Recruit, manage, develop, promote and structure the department Manage the team through clear and measurable objectives Provide annual performance reviews Provide the business with talent and look for opportunities to rotate staff to other brands and parts of the business if the individual?s performance merits a move Agencies Issue high-quality creative briefs for the agency to work from Research and network in the region to understand which agencies offer the best services and talent Key interfaces Internal: Department Heads, Area Sales Managers, and IT Team External: service providers, Agencies Page 2 of 2 PERSONAL CHARACTERISTICS Analytical and critical attention to detail Strategically and tactically minded Customer-service orientation Ability to work well independently as well as in collaborative groups Creative Demonstrates an ability to work in a fast-paced environment with ease Self-motivated and proactive Ability to prioritize and meet deadlines while working on multiple projects. PERFORMANCE MEASUREMENTS Insightful segmentation of customer data ROI on CRM activities and customer value growth Customer satisfaction, retention & loyalty Email and SMS marketing, including writing engaging copy launched on time.
