The CRM & CVM Manager will support our omni-channel demand generation engine and drive performance of 12+ ecommerce websites and apps.
The role will be responsible for lifestyle business unit with a scope of customer data platforms, omni-channel sales, campaign management systems, marketing analytics, testing and learning, 360 customer profile and predictive science.
Supported by a team of CRM & CVM specialists and reporting to the GM Digital Marketing, Growth & Insights, you will collaborate with teams across Lifestyle and MAF Groupwide / Holding team to ensure the business is established as a leader in CRM and CVM (Customer Value Management).
The CRM & CVM Manager will be results-driven, that excels in transformation efforts to deliver a great CX, and personalization at scale.
Responsibilities will include, but will not be limited to the following:
Financial & Standards
Champion the local implementation of the groupwide CRM & CVM strategy with the IT and Marketing teams.
Serve as a trusted advisor to the Marketing teams to leverage CRM solutions to reduce friction in business and customer facing processes.
Serve as MAF Lifestyle liaison to the groupwide CRM & CRM teams, ensuring transparent collaboration and project management with an eye on local implementation.
Maintain the integrity of our local data pool and associated automations, ensuring integrity and compliance to privacy rules and best practices.
Employ your working technical knowledge of Braze Customer Engagement Platform to actively drive our CRM performance.
Use your experience in Content Builder, Journey Builder, and Automation Builder to develop automated solutions to support the business.
Provide the leadership in shaping department-wide, transformational, customer value strategy, with an emphasis on marketing and sales
Suggest strategy implementation approaches, create estimates, timeline and cost analyses that will lead to successful implementation and program delivery
Produce capability roadmaps in support of vision, strategy and use cases.
Ensure application implementation which support the business objectives (asset gathering, cost optimization, client loyalty improvement), as appropriate.
Lead research, content creation and development of new experiences or services to expand markets, monetize data and grow company revenue.
Prepare performance reports with analysis to update management.
Maintain all department related records, files and database.
Ensure compliance to group communications policy.
Deliver and record accountabilities in line with operational audits.
Monitor and maximize customer lifetime value strategies ensuring maximum profitability.
Assist in market, segment and customer research and analysis.
Executing tests, collecting and analyzing data, identifying trends and insights in order to achieve maximum ROI in paid search, apps and affiliate campaigns.
Contribute and support the business in achieving the Dare Today, Change Tomorrow sustainability strategy.
Provide exceptional internal customer service, assisting the marketing team on key projects, coordinating where necessary with approved agencies, third parties.
Maintain professional relationships with external agencies and third-party providers.
Support all marketing activities, including but not limited to promotions, events and exhibitions where required.
Stay abreast of online marketing trends and provide recommendations to the Marketing team.
Support the holding team in group wide initiatives and represent MAF Lifestyle on projects.
CRM Revenue Target
CVM Project Deployment
Customer Database Target
CVM Customer Lifetime Value Target
Website Traffic & Apps Downloads
Functional / Technical Competencies
Solid experience as a MarTech consultant with experience of global multi-market enterprises
Solid experience in personalization strategy
Solid experience in implementation of complex processes with CDPs, Campaign management tools, Digital experience tools, A/B testing and web analytics
Good knowledge of the wide variety of digital, marketing and sales best practices and their capabilities in creating a good customer experience
Strong knowledge of business process, data or information management, data flows, data quality standards. Analytical ability to work with data and present results
Strong presentation skills with the ability to enhance the Lifestyle brands
Able to gain trust with senior management and take the CVM project to the next level
Strong communication skills both written and verbal
Leads the Way Is able to prioritize work based on urgency and impact. Is able to communicate objectives in a clear manner. Reaches out to colleagues for support as and when needed to ensure timely delivery of objectives. Takes initiative to create positive energy. Enthusiastic about new challenges.
Drives Impact Is able to identify key pieces of information required for delivery of work. Identifies areas of risk within own role. Understands when things are urgent. Takes ownership and escalates where required in a timely manner.
Thinks Customer Actively listens and demonstrates understanding for customers stated and unstated expectations, and understands what is needed to deliver on expectations. Delivers value and quality to the customer. Understands customer first mindset.
Thinks Group Understands how and where own role / work fits in the overall company. Demonstrates willingness and ability to collaborate. Actively achieves targets. Communicates well with colleagues. Listens attentively. Does not shy away from collaborating.
Develops Talent Suggests ways of improving efficiency. Spends time learning and improving. Regularly seeks feedback. Responds honestly to difficult questions and gives relevant feedback when required.
Fosters Innovation Does not hesitate to share new ideas. Is curious and takes inspiration from best practices. Demonstrates creativity in day to day work.
Qualifications & Experience
Bachelors degree in a related discipline and/or equivalent, directly related experience required
Professional qualification in Digital marketing / eCommerce is an advantage
Experience in the Retail industry is an advantage.
Good understanding of Braze, Adobe experience manager, Tealium, Google Analytics, Optimizely, Sprinklr, DV360 and/ or other related Martech platforms
Understanding of Machine learning models in marketing.
Experience with and good understanding of enterprise applications at least in one of the following technology areas: high-performance, highly transactional web applications, mobile development, content management solutions, e-commerce solutions, e-business frameworks or business intelligence
Good understanding and usage of marketing data models and data layers
Eagerness to learn new technology, trends and understand their potential impact
Experience working in an agile environment with focus on Scrum or Kanban delivery processes
Able to explain data designs and marketing solutions to non-technical colleagues
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