CRM Manager

GENERAL SUMMARY

The CRM Manager is responsible for The North Face CRM activity across EMEA markets, ensuring we operate on a data-first approach and connect with our database in the optimum way throughout the whole lifecycle, from acquisition to retention. This role requires a strong knowledge of consumer profile and behaviour segmentation to drive qualified traffic and increase conversion.

Reporting into the Senior Manager Digital Marketing and a part of the Digital Marketing team, this role has a customer-centric approach, focusing on customers’ engagement and a solid understanding our database & audiences. The objective of this role is to leverage data and tools to create meaningful consumer journeys and increase loyalty, repeat purchase and retention, as well as supporting new opt-ins acquisition. It would also look at developing and implementing relevant segmentation and targeting strategies and that across various channels.

Working cross-functionally with internal teams (Performance Marketing, Loyalty, Content, Brand, Retail, etc) will be critical to ensure CRM is driving key business decisions and informing strategic tactics across all relevant channels and touchpoints.

To succeed in this role, being a proactive and forward-thinking leader with a clear vision is a must. The CRM manager will have to make this role their own and establish solid foundations to build on and guide the wider team.

PRIMARY ACCOUNTABILITIES- Responsible for creating, owning and delivering the CRM strategy & roadmap with the support of the Senior Digital Marketing Manager-
- Develop a data-driven CRM Lifecycle strategy to drive customer’s loyalty and retention, using models such as CLV- Coordinate and execute CRM campaigns while developing a robust measurement of campaigns and setting KPIs to be able to interpret data- Leverage insights, data and tools in order to identify new opportunities and provide clear guidance and recommendations to any relevant team- Develop or improve existing data capture strategies in-store and online, via tactics such as Lead Generation, etc- Work closely with the Loyalty team in defining the loyalty programme strategy and delivering our overall membership growth plan, as well as creating a fruitful lifecycle for its members- Work closely with our CRM central team to enable new technical functionalities such as SMS and to elevate our automation, personalization and targeting capabilities- Implement a test and learn approach to elevate our testing approach and gather accurate learnings- Track and report on CRM marketing performances on weekly, monthly basis and ensure share-out to the wider team-
- Responsible for the CRM budget

QUALIFICATIONS- At least 3 years’ experience in a similar CRM role in an e-commerce environment- Management experience required- Expert knowledge of CRM and customer lifecycle journeys- Comfortable with manipulating large data set, solid analytical skills- Proactivity and project management skills- Capable to communicate data and insights in a clear and effective manner to a wide range of stakeholders across different teams- CRM skills: Salesforce Service & Marketing Cloud knowledge are mandatory. Additionally, Google Analytics, Excel, PowerPoint will be used on a daily basis.- Language skills: fluent in English (both written and spoken). Any notions of German, French, Spanish or Italian would be a plus.- Deep understanding of The North Face brand with a passion for the outdoor and athletic industries.

R-20230102-0009