Director, CRM

London, GB
30 Jul 2021
28 Sep 2021
Job Title: Tapestry Europe CRM Director

Primary Purpose:
This role reports directly to the Vice President of Marketing, Communications and eCommerce (EMEAI) and is responsible for developing and delivering the Tapestry Europe CRM strategy across retail, outlet and ecommerce channels. The CRM director will be responsible for driving business performance in customer acquisition and retention, brand loyalty and engagement and ultimately, sales growth.

As an advocate for the voice of the customer, this role should ensure all Tapestry Europe teams are aligned, informed and equipped to put the customer at the heart of all business decisions and strategies, by providing customer insights in an engaging and insightful format.

In addition, the CRM director will be responsible for leading a team of CRM analysts to execute CRM marketing campaigns as well as service cross-functional teams with raw customer data and analytics.

The successful individual will leverage their proficiency in CRM to...

Omni-channel CRM:
- Lead the Tapestry Europe CRM team with strong organizational, interpersonal and analytical skills to help develop and drive the team and deliver business objectives. Work closely with the CRM Coordinator on data-driven CRM campaigns and the CRM Analyst on data insights and business reporting.

- Lead the Tapestry Europe CRM strategy, through development and execution of CRM campaigns and initiatives as well as inspiring wider teams to take ownership for driving customer acquisition and retention targets.

- Oversee and lead all multichannel customer-centric programmes to drive acquisition and retention across email marketing, digital and clienteling and deliver against multiple KPIs, balancing brand and commercial objectives.

- Lead the new Tapestry Europe Customer Data Platform, Amperity, to drive segmentation strategies, reporting and functions most important to the business. Drive the top line customer segmentation and contact strategy to increase customer retention and value and create frameworks to execute and test and learn.

- Have an accomplished understanding of Data Driven Marketing and a clear direction on how to implement and drive relevant strategies across the team as well as a detailed analysis plan for optimisation and reporting to the wider business.

- Lead the development and execution of a holistic strategy and roadmap for email marketing programmes working closely with our ESP and dynamic content partners to ensure customer and business requirements are met and brand engagement remains high.

- Deliver CRM marketing automation projects to support improved efficiencies and conversion to increase revenue and profit.

- Work with key stakeholders to drive the implementation and adoption of new digital marketing and customer engagement platforms.

- Develop and implement clienteling strategies across European markets to drive loyalty and acquisition in our stores working closely with our Training & Development Team. Set and monitor store KPI's for data capture and customer retention and perform performance reviews with all markets quarterly.

Customer analytics & database management
- Manage the Customer Data Platform, Amperity, to ensure accuracy of data, structure and reporting as well as leading all customer segmentation strategies and testing across all brands.

- Oversee all consumer analytical performance metrics and KPI reporting to identify key business trends and actionable insights to drive innovative customer-centric strategies.

- Lead the production of a wide range of ad hoc explanatory analysis to develop a deep understanding of customer purchasing behaviours and measure the performance of CRM programmes and promotional strategies.

- Drive consumer insights around performance trends and actionable customer insights based on clear understanding of business objectives. Ensure all data/ insight outputs are presented to internal stakeholders in a digestible and actionable format.

- Be the customer data and GDPR guardian for Tapestry Europe to ensure compliance across all channels and teams.

The accomplished individual will possess...
- Strong CRM experience in a luxury and/or fashion environment, with a strategic growth mindset
- CRM expert with CDP experience in Unica, Amperity or similar
- Experience in CRM marketing practices including email marketing, segmentation, lifecycle marketing, customer journey mapping
- Experience managing relationship with ESPs and dynamic content partners - i.e. Movable Ink
- Knowledge of new platform, technologies and innovation within the CRM landscape
- Solid analytical abilities/background in customer profiling & targeting, retention approaches (lifecycle programmes, etc.)
- Experience with Reporting tools (such as Tableau, Google Analytics)
- Ability to manage budget trackers and timeline deliverables
- Excellent communication skills and ability to present complex data clearly and strategically to multiple levels of management

An outstanding professional will have...

- Experience working with CDPs, such as Amperity and Unica
- Experience working with a US based head office
- Experience with SQL & advanced MS Excel skills
- Additional European language skills

Our Competencies for All Employees
- Drive for Results: Can be counted on to exceed goals successfully; is constantly and consistently one of the top performers; very bottom-line oriented; steadfastly pushes self and others for results.
- Customer Focus: Is dedicated to meeting the expectations and requirements of internal and external customers; gets first-hand customer information and uses it for improvements in products and services; acts with customers in mind; establishes and maintains effective relationships with customers and gains their trust and respect.
- Creativity: Comes up with a lot of new and unique ideas; easily makes connections among previously unrelated notions; tends to be seen as original and value-added in brainstorming settings.
- Interpersonal Savvy: Relates well to all kinds of people, up, down, and sideways, inside and outside the organization; builds appropriate rapport; builds constructive and effective relationships; uses diplomacy and tact; can diffuse even high-tension situations comfortably.
- Learning on the Fly: Learns quickly when facing new problems; a relentless and versatile learner; open to change; analyzes both successes and failures for clues to improvement; experiments and will try anything to find solutions; enjoys the challenge of unfamiliar tasks; quickly grasps the essence and the underlying structure of anything.
- Perseverance: Pursues everything with energy, drive, and a need to finish; seldom gives up before finishing, especially in the face of resistance or setbacks.
- Dealing with Ambiguity: Can effectively cope with change; can shift gears comfortably; can decide and act without having the total picture; isn't upset when things are up in the air; doesn't have to finish things before moving on; can comfortably handle risk and uncertainty.
Our Competencies for All People Managers
- Strategic Agility: Sees ahead clearly; can anticipate future consequences and trends accurately; has broad knowledge and perspective; is future oriented; can articulately paint credible pictures and visions of possibilities and likelihoods; can create competitive and breakthrough strategies and plans.
- Building Effective Teams: Blends people into teams when needed; creates strong moraleand spirit in theirteam; shares wins and successes; fosters open dialogue; lets people finish and be responsible for their work; defines success in terms of the whole team; creates a feeling of belonging in the team.
- Managerial Courage: Doesn't hold back anything that needs to be said; provides current, direct, complete, and "actionable" positive and corrective feedback to others; lets people know where they stand; faces up to people problems on any person or situation (not including direct reports) quickly and directly; is not afraid to take negative action when necessary.
Tapestry, Inc. is an equal opportunity and affirmative action employer and we pride ourselves on hiring and developing the best people. All employment decisions (including recruitment, hiring, promotion, compensation, transfer, training, discipline and termination) are based on the applicant's or employee's qualifications as they relate to the requirements of the position under consideration. These decisions are made without regard to age, sex, sexual orientation, gender identity, genetic characteristics, race, color, creed, religion, ethnicity, national origin, alienage, citizenship, disability, marital status, military status, pregnancy, or any other legally-recognized protected basis prohibited by applicable law. Visit Tapestry, Inc. at

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