Email Marketing Manager (CRM) US

Crabtree & Evelyn is reinventing itself as a socially-led, digitally-driven company. We are looking for someone with a passion for our mission of exploration for growth, and the experience to create and curate a global society of explorers.

We are a modern brand that believes in building connections. We explore the world to craft distinctive experiences through our products and believe in connection – to ourselves, to others and to our world. Making the everyday life better. We are curious and enthusiastic and want to learn from the world. In making connections, we create the kind of complete beauty that is not only about what we look like but how we grow in body, spirit, mind and life. We stand for Exploration for Growth.

We live by four key values – Adventure (be curious and daring), Passion (be energetic and driven), Connection (be empathetic and engaging), and Authenticity (be real and raw). These will be your lodestones, and if these values do not set your blood racing and scream out who you are this is not the job for you.

We have recently merged our Commercial, Digital Marketing, Social Media and Customer Care teams under the same roof, to encourage collaboration and fluidity in our ways of working. Our Digital and Commercial teams however are split in two areas of focus: the US market, based in NYC, and the Rest of the World (excluding Greater China), based in London. This role will obviously be focused first on our customers from our commercial websites, and will report to the Senior Digital Marketing Manager

KEY RESPONSIBILITIES

DEFINE AND MANAGE MEMBERSHIP

• Build the US CRM strategy for customer acquisition and retention
• Define different profiles of customers, segments and targets 
• Leverage direct consumer relationships across the entire customer journey, including establishing the most relevant journeys and the optimal interaction strategies at each interaction point
• Directly manage the CRM US program for E-Commerce including budgeting, forecasting, implementation, and the delivery of target sales and profit
• Define and launch an innovative membership program 

UNDERSTAND AND ANALYSE CUSTOMER DATA

• Relation and conversion 
• Set data, segmentation and database strategies and work with the Digital Marketing, Trading and IT teams to develop the tools to deliver these strategies and create actionable recommendations in all markets.
• Define criteria and KPIs to measure to improve performance and customer understanding
• Set up automated strategy based on behaviour to optimize performance and LTV
• Set A/B test strategy based on terns, and best practice 

UNDERSTAND GLOBAL/MARKET DATA 

• Work with Partnerships Manager to maximise our relationships with 3rd party platforms from a CRM perspective (collaborations, joint acquisition ventures etc.) – 
• Understand and analyse competitors activity
• Stay up to date with current industry trends related to communication, creative and community development 

OPTIMISE REPORTING AND TRACKERS

• Manage the Global CRM budget and reporting on US
• Develop membership program 
• Manage Global agency relationships and optimisation tools (such as Emarsys, Moveable Ink, etc)
• Build and manage email calendar

 EXECUTE THE CRM ACTIVATION PLAN

• Manage and execute on a daily basis the email calendar
• Define and review constantly with the Digital marketing team the content and email strategy
• Manage the end-to-end briefing process with the Creative Team on a daily basis for emails content
• Analyse emails performance, make recommendation and daily/ weekly report to C level

EXPERIENCE & COMPETENCIES REQUIRED:

• A profound understanding of how to initiate and build long-term customer relationships based on the mutual exchange of value – we are in this for the long-haul, not for mass-marketing tactics that just drive short-term sales rather than relationships
• Previous experience working in FMCG CRM (Retail a plus, Beauty is plus). Experience on Emarsys/ Klaviyo- advantage 
• Proven success in driving customer acquisition and annual/lifetime value through a CRM strategy that you have implemented
• Experience building customer databases (Good GDPR understanding) and segmentation 
• Experience in developing consumer lifecycles and bespoke CRM campaigns accordingly
• Strong analytical skills 
• Ability to present CRM performance, insights and recommendations to Senior Stakeholders
• Experience working with an ESP (preferable Emarsys)
• Communication skills – ability to work cross functionally and deliver briefs 

EDUCATION AND QUALIFICATIONS REQUIRED:

• University Degree