CRM Executive

Formulating and leading the Drake’s CRM strategy - overseeing our CRM data reporting and analysis for our retention channels to grow Drake’s sales both online and in-store.

This role will sit in the Ecommerce department, reporting into the Head of Ecommerce but will have an omnichannel approach, taking direction from the Sales Director and Head of Marketing.

Specific Duties and Responsibilities

• Work closely with the Digital Marketing Executive to manage the online marketing strategy across all channels
• Lead the planning, execution and analysis of all CRM campaigns. This will include data selection, A/B testing and briefing in creative and copy for any non-editorial content
• Own the Ecommerce trading calendar, working closely with the Marketing, Editorial, Digital Marketing and Ecommerce Management functions to ensure alignment and optimisation of all activity
• Drive the development of new automated life stage communication journeys, including welcome, post purchase, pre-churn and reactivation
• Drive the development of triggered email campaigns including basket abandons
• Research and develop a world class VIP programme
• Produce regular customer and email reporting to thoroughly understand performance, and identify insights to drive future improvements
• Work closely with the Ecommerce and Store Managers to build an omnichannel sales plan and CRM strategy
• Build a full segmentation plan to be implemented across all channels, assisting the Ecommerce Manager in the targeting of content across the website
• Work closely with the Head of Ecommerce on the strategy for International localisation
• Develop a subscriber strategy to grow the online database
• Utilise data insight to help the stores achieve their targets and grow their customer base
• Work with merchandising to plan the promotional and markdown trading calendar each season
• Explore new retention channels such as Live chat, phone calls and SMS
• Manage the CRM budget
• Champion the customer, ensuring they are at the heart of everything we do
• Regularly conduct competitor analysis

The Successful Applicant will have

• Solid experience within a CRM role
• Experience within fashion or a similar industry
• A curious and analytical mind, being very comfortable with data, knowing what to look for, with the ability to derive insight and action from results
• Experience of building email campaigns within an ESP platform
• A good understanding of data warehouses and how to extract and analyse data from them
• An understanding of Google Analytics and SAP Business Objects Business Intelligence (BI) systems
• Resilient, focused under pressure in a fast-moving commercial environment.
• Confident and comfortable working autonomously, with the ability to deliver to deadline whilst staying up to date with marketing technology and CRM & consumer trends