CRM and Loyalty Director

Overview

Strategy

• Lead the development and execution of CRM strategy and function, including data gathering and quality, database understanding, targeting, marketing deployment and loyalty program enhancement and management.
• Evolve and optimize email, direct mail, SMS and touchpoint strategy to maximize customer loyalty and drive retention
• Evolve loyalty program to be a powerful loyalty driver that is consistent with the vision of the brand
• Drive strategic decision making through effective communication at a senior management level
• Support cross functional initiatives by serving as a thought leader across the company, providing consultation and best practices for CRM and customer engagement.
• Define key priorities for implementation and technologies needed and build data supported Business cases for strategic solutions
• Lead strategy roadmap and end-to-end execution of lifecycle campaigns to increase conversion and success against KPIs by leveraging channels
• Establish strong relationship with Products, Data science, Design, and other counterparts, collaborate on prioritization for roadmap and resolve dependencies
• Lead, manage and optimize all customer service processes and call center directives to ensure the best in class customer service from our call center teams.

Customer Insight

• Set KPIs targets and assess the impact of CRM project short and long term
• Conduct market research in partnership with the central team to better understand new consumer expectations and rework the loyalty promise accordingly
• Prioritize and scope analysis request from cross functional teams (Marketing, retail, e-commerce) to ensure the right level of support is provided in a timely way (store cannibalization, retention of B&M customers online during lockdown )
• Establish analytics and reporting structure to educate other leaders about customers and CRM tactics
• Drive analysis of customer value and behavior data to produce actionable insights to embed onto life cycle campaigns that drive business strategies and value

Loyalty Program

• Define and manage the SBP marketing plan / calendar including all activations and brand priorities in partnership with omnichannel and category teams ensuring smooth coordination with external and internal teams.
• Manage all aspects of marketing, media planning and PR related to the Loyalty program as well as the execution of the related direct marketing campaigns (target, offer )
• Interpret campaign performance data and turn them into actionable business insights and communication guidelines
• Build story telling for the brands using reports to show the profitability of participating/ contributing to the loyalty program gifts
• Partner with Category Managers teams to lead the negotiation with brand suppliers on gifting and offers that will be used for the program
• Monitor closely on all the plans implementation, schedule and activities for all markets and offers to guarantee the consistency and right the image of SBP in all materials.
• Develop Beauty Pass members experiences that money can t buy and leverage on personalization to create unique customer journey to pamper our best members and grow their engagement.
• Build the brand love for the loyalty program buy building a strong promise and communicating loudly about the perks.

Team Structure & Talent Management

• Recommend appropriate organizational, budgetary and resource changes as needed.
• Develop key structures and workflows that contribute to the success of the CRM team and coordination with local and cross functional teams.