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CRM Manager, Ecommerce
Forever 21
Breda, , Netherlands
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Job Purpose:
The CRM Manager is accountable for driving guest conversion, retention, incremental sales, visits, and lifetime value. The candidate will participate in all aspects of CRM and will serve as the leader in the direct marketing function for the team including developing the contact strategy, overseeing audience selections, and post campaign analysis and insights.
Deliverables:
• Responsible for managing the direct marketing efforts for the Company’s e-commerce business, develop marketing plans, strategies, initiatives and campaigns that focus on building the relationship and value among our customers
• Work with team to create and implement campaigns that promote customer loyalty, re-engage lapsed customers, and drive new customer acquisition along with cross-channel spending
• Oversee the strategy and performance of campaigns across all channels and partner with the digital groups to drive segmentation, personalization and targeting in email and other online marketing campaigns.
• Drive the thought leadership behind the analysis of the customer database; including segmentation, profiling, sales and promotion performance, and modeling, to identify opportunities to improve targeting, grow sales and strengthen customer relationships.
• Develop projected sales forecast and associated budgets, manage the budget and make ongoing recommendations for improvement and optimization.
• Work with CRM, Insights and Analytics teams to develop and maintain detailed monthly and quarterly metrics reports of all programs, analyzing the key components of each campaign, including vehicles, offers, messaging and creative.
• Create a formal process to analyze, update and share data findings with team, senior management and cross-functional partners on all KPI’s
• Partner with Director of Loyalty Marketing to ensure loyalty program messaging and strategies are integrated
• Partner with creative team to initiate and approve creative briefs
• Oversee third party relationships with CRM vendors.
Knowledge, Skills, and Qualifications:
• Bachelor’s degree in marketing, advertising, or product development/management required; MBA preferred
• 6+ years of experience in experience marketing, strong direct-to-consumer experience, retail a plus
• Demonstrated success leading online marketing for large consumer bases (i.e. 4 million+) that have resulted in measurable lifts in customer retention and lifetime value
• In depth experience with web analytics, online consumer insights, and behavioral trends
• Must exhibit strong leadership and management capabilities; experience managing team of 5+ employees
• Strong analytical / quantitative skills with excellent knowledge of excel
• Experience implementing and managing initiatives driven by personalization, data, customer segmentation, engagement and LTV of customer
• Experience analyzing and reporting data in order to identify issues, trends, or exceptions to drive improvement of results and find solutions.
• Proven ability to translate merchandising efforts into meaningful online campaigns
• Strong organizational skills and the ability to work in a fast-paced environment required
• Must have excellent written and verbal communication skills
• Proven ability to collaborate and manage multiple projects while meeting strict deadlines required