CRM Manager US

Since 1971 we’ve been exploring the world through beauty and lifestyle products. We look a little different after fifty years, but our mission remains the same. Connecting people and cultures by sharing award-winning skincare products, lifestyle accessories and stories from around the world - and giving back to the people and places that inspire us along the way.  

Crabtree & Evelyn started life as a tiny soap store in Boston, founded by wanderluster and entrepreneur, Cy Harvey. Living by the motto “Explore everything. Keep the best.”, Cy wasn’t afraid to dream big and try new things. We call it Exploration for Growth and it’s at the heart of everything we do. Not dusted off your passport lately? Don’t panic. This isn’t just about travelling the world (though you’ll always be ready to chat dream destinations), it’s a commitment to exploring every day. 

We’re looking for curious and ambitious minds like Cy’s to help bring his vision into the digital age, creating a modern, socially-led global beauty and lifestyle brand. You’ll be ready to roll up your sleeves and live by our four key values - Adventure (be curious and daring), Passion (be energetic and driven), Connection (be empathetic and engaging), and Authenticity (be real and raw). We’re looking for proactive candidates, who aren’t afraid to lead and own what they do, to help us see the brand into its exciting next phase of growth. 

What you’ll be doing: 

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 

In more detail this means: 

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 

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, Education & 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 
• A hands-on, self-motivated, flexible attitude is a must with a willingness to learn 
• A passion to work in the beauty industry and a love for adventure and exploration! 

What do we offer? 

• Amazing staff discounts on our products 
• Medicash healthcare scheme 
• Life insurance 
• Pension contribution  
• 23 days holiday increasing to 25 after your first year  
• Exploration Days off in addition to annual leave