VP, Customer Marketing
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About the Role
Lead end-to-end campaign delivery using advanced automation and personalisation strategies, requiring deep expertise in customer marketing and CRM platforms.
Key Skills for This Role
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Overview
Lead end-to-end campaign delivery across all channels (email, SMS, push, in-app, direct mail) using prioritisation frameworks balancing business value, customer impact, and implementation speed.
Design sophisticated campaigns including lifecycle automation, triggered journeys, behavioural targeting, predictive next-best-action, and personalised content strategies.
Implement air traffic control mechanisms (frequency caps, preferences) and drive test-and-learn culture through rigorous A/B and multivariate testing.
Define clear RACI frameworks ensuring appropriate consultation and alignment with supporting teams whilst maintaining accountability for CRM outcomes.
Leverage Microsoft Dynamics 365 capabilities for sophisticated campaign automations and customer journeys, championing innovation in AI/ML applications and advanced personalisation.
Establish comprehensive measurement frameworks and quantify CRM contribution to P&L through attribution modelling, incrementality testing, and CLTV impact measurement.
Drive continuous optimisation through systematic analysis of campaign results and rapid iteration, monitoring NPS/CSAT to ensure programmes enhance trust.
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