CRM and Loyalty Director
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Key skills for this role
About the Role
Sephora is seeking a CRM and Loyalty Director to own the overall customer loyalty strategy for the Middle East region. The role involves defining and implementing loyalty programs, driving customer retention, and leading cross-functional teams.
Key Skills for This Role
Responsibilities
- Lead the development and execution of CRM strategy and function, including data gathering, database understanding, targeting, marketing deployment and loyalty program enhancement
- Evolve and optimize email, direct mail, SMS and touchpoint strategy to maximize customer loyalty and drive retention
- Define and manage the SBP marketing plan/calendar including all activations and brand priorities
- Drive analysis of customer value and behavior data to produce actionable insights
- Manage all aspects of marketing, media planning and PR related to the Loyalty program
Requirements
- 6 8 years of experience in Retail/Consumer Goods/FMCG or Fashion Industry with excellent track record of CRM/Loyalty Programs
- Strategic thinker and problem solver able to break down business needs into technical requirements
- Cross functional collaborator who can lead with influence and drive multiple priorities
- Arabic is preferred, not mandatory
Full Job Posting
Position Purpose
- Own overall Customer Loyalty Strategy for Sephora Middle East.
- Provide expertise and leadership to define and implement customer loyalty strategies that build profitable, long term customer relationships across all channels.
- Partner with cross functional teams to define and design an impactful promise for the loyalty program.
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.
- 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 consistent with the brand vision.
- Drive strategic decision making through effective communication at senior management level.
- Support cross functional initiatives as a thought leader for CRM and customer engagement.
- Define key priorities for implementation and technologies needed, build data supported business cases.
- Lead strategy roadmap and end to end execution of lifecycle campaigns to increase conversion and success against KPIs.
- Establish strong relationship with Products, Data science, Design, and other counterparts.
- Lead, manage and optimize all customer service processes and call center directives.
Customer Insight
- Set KPIs targets and assess the impact of CRM project short and long term.
- Conduct market research in partnership with central team to understand new consumer expectations.
- Prioritize and scope analysis requests from cross functional teams.
- Establish analytics and reporting structure to educate leaders about customers and CRM tactics.
- Drive analysis of customer value and behavior data to produce actionable insights.
Loyalty Program
- Define and manage the SBP marketing plan/calendar including all activations and brand priorities.
- Manage all aspects of marketing, media planning and PR related to the Loyalty program.
- Interpret campaign performance data and turn them into actionable business insights.
- Build story telling for the brands using reports to show profitability of participating in loyalty program gifts.
- Partner with Category Managers to lead negotiation with brand suppliers on gifting and offers.
- Monitor implementation, schedule and activities for all markets and offers.
- Develop Beauty Pass members experiences that money can’t buy and leverage personalization.
- Build brand love for the loyalty program by building a strong promise and communicating 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.
Qualifications
- Preferred experience of 6 8 years in Retail/Consumer Goods/FMCG or/and Fashion Industry with excellent track record of CRM/Loyalty Programs.
- Arabic is preferred, not mandatory.
- Track record of being a cross functional collaborator who can lead with influence and drive multiple priorities.
- Flexibility to travel.
What You Will Find
- Community: authenticity embraced, strength of differences fuels collective spirit.
- Culture of Empowerment: learning & growth, tools, space and opportunity to learn, innovate and lead.
- Work that Brings Fulfilment: delighting clients every day, inspiring industry at large.
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