Head of CRM

vor 3 Wochen

Geneva, Schweiz Decathlon Vollzeit

Mission

Since 1976, Decathlon has fulfilled its mission of "Moving People through the Wonders of Sport”. Decathlon is a company with nearly 105,000 teammates worldwide, 2,000 stores in 70 countries, 85 product brands, 40 industrial processes.

Products, industrial processes and value chain are at the heart of our company's business. They aim for an experience enriched by excellent "digital and physical" products, based on innovative technologies and components, so that customers and users have a high-value experience for them. This is how we will achieve lasting membership and real consent to our ecosystem.

We aim to generate content capable of mobilizing our customers and Sport Users, all over the world. We want to develop attractive content and solutions faithful to our values, purpose and skills. Services that accompany and highlight the transformation of Decathlon, evolves our brand image towards a more inspiring and innovative point.


YOUR MISSIONS

Your role consists in building a customer Center of Excellence inside the E-commerce Team. It's a job creation - everything has to be built ;)

You will create a manage a small team of experts and your ultimate mission is to improve loyalty KPIs (activation rate / CRC / etc.) through the identification and deployment of suitable and personalized marketing touchpoints that you will develop through multiple channels (emailing, notifications, events, website personalisation, etc). 

If the marketing touch points are mainly digital, your customers' focus embraces the omnichannel environment of Decathlon, Store & Ecommerce. 

Supported by the Data Team, your CRM team masters the customer base insights (events, profiles, segmentation, etc.) and determines targets, frequency, and means of contact adapted to increasingly refined customer segment journeys (who/when/how).

You will be reporting directly to the Chief E-commerce Leader of Decathlon Switzerland. 


YOUR TASKS

Design and execute the CRM strategy, through various marketing touchpoints, focusing on customer acquisition, retention, loyalty, activation to create a customer centric approach throughout all sales channels (digital and stores).  Identify and analyze customer data to understand profile, behaviors, preferences and trends, using these insights to develop targeted marketing strategies. Establish KPIs to assess the effectiveness of CRM campaigns, optimize performance, and ensure a positive return on investment using AB test and control groups. Duplicate technologies “almost” ready to plug for automated emailing. (best practices, product recommendation algorithm, triggered email, automated touch points). Deploy of local commercial plan for a “one to few” audience. (Creation of campaigns in Salesforce, ex. BackToSchool, BlackFriday, Sales…etc, sent with accurate targeting rules) Deploy local strategies for personalized and geolocalized touchpoints. (cross customer data with local events, and create small but accurate local audiences to engage with Swiss events). Mastery of customer KPIs, segmentation and predictive models. (map customer base, identify granular KPIs to measure the evolution of customer base, create segments of “recency-frequency” crossed with sport preferences). Set and deploy a powerful optin recruitment strategy (promote our Membership program and other realistic assets, valuable for customers as good reasons to stay connected to Decathlon. Increase, in this way, your optin base with real interested customers or prospects). Promote our Membership program and other valuable assets, inviting customers with good reasons to stay connected to Decathlon and increase your opt-in base of customers or prospects). Expand CRM to other channels than email. (push notification, SMS, personalization of the web platforms…etc) Define the CORE of CRM action in Switzerland, and clarify the MAKE internally or BUY from third parties.  Build solid human foundations, experts & partners, contribute to build a team spirit that is collaborative and entrepreneurial, and nurture future leaders,  Onboard all the players, marketing, stores, data enabling a customer centric approach.  Data will guide your daily work, in strict collaboration with the DATA team of which you will be customer and provider at the same time Move forward as an entrepreneur, take initiatives, share learnings from success and from failures as well.  Convert, personalizing marketing touchpoints promoting DECATHLON's unique and useful value proposal, offer, relationship and services.

Profil

YOUR PROFILE 

Minimum of 5 years of successful experience in key CRM roles , preferably within the e-commerce retail sector

+ At least 2 years' successful experience as a leader at the head of / strategy builder

Proven experience in data analysis and data-driven decision-making to optimize CRM performance

Project-driven people, entrepreneurial mindset , enthusiastic about the company's mission

Successful project writing experience, visionary and the ability to execute a plan

You're enthusiastic-positive, you smile and you see every change as an opportunity to progress by systematically finding solutions

Enjoys doing, supporting, training, working with and getting people to do things, and knows how to demonstrate these skills

Fluency in English and at least French or Swiss German

Deep understanding and knowledge of the Swiss Customers

Knowledge of SaleForce is an asset

And of course, you’re passionate about sport


INFORMATION

Location: Geneva (the digital team is mainly based in Geneva. Regular trips are to be expected in Lausanne where our Swiss headquarter is located)

Date: ASAP

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