Chief Manager - CRM and Loyalty

Job Purpose:

The Chief Manager CRM & Loyalty will Lead the M&S India CRM program to enhance customer loyalty and accelerate business revenue growth.

Role & responsibilities

CRM and Loyalty

• Responsible for leading the customer loyalty program for the organization.
• Augment the M&S India Loyalty program by studying effectiveness of all elements, benchmarking key brands across the world and coming up with out of the box ideas.
• Drive Loyalty enrolment & retention by creating focused efforts to build communication strategies for Loyalty customers and enhancing the loyalty program.
• Design and develop Marketing campaigns that are data-driven and segment-focused with accountability for the effectiveness of the campaigns - focused on retaining customers, increasing customer purchase frequency to boost revenue at a healthy ROI
• Campaign Planning (with close coordination with Buying & Merchandising and Retail) on the basis of Business requirement and Customer Data analytics
• Manage program performance and customer behavior through customer segmentation, program and campaign level impact (return on investment and profitability)
• Annual & monthly budget planning
• Own the Omni-channel strategy, tactics and delivery of communication plan using various media channels
• Manage & enhance the CRM Omni-channel marketing set-up, Data Mart and SVOC by co-ordination with internal & external stakeholders

Customer Life Cycle Management

• Enhance CLM program by modifying automated journeys, adding new triggers and communication channels and developing Machine Learning models. Monitor efficacy of all CLM offers and evaluate ROI
• Conceptualize and atomization of CLM rules on the basis of Micro Segmentation of customer purchase behavior.

Customer Insight and Data Analytics

• Uncover business insights on the basis of Customer Purchase pattern, identifying different problem areas and conceptualizing different programs to address it. (Low frequency, New to repeat, Lapse and Dormant program, Fencing High Value and High Frequency Customers).
• Provide business level insights beyond the CRM function to inform organizational strategy. Lead cross-functional projects using advanced data modeling and analysis techniques to discover insights that will guide strategic decisions and uncover optimization opportunities.
• Business Analysis at BU Level/store level to address specific issues and develop strategy to increase active base and loyalty base sale
• In depth analysis and ROI calculation for all CRM activities
• Lead the development of data models, reporting systems, data automation systems, dashboards and performance metrics support that support key business decisions.
• Conceptualize consumer research internally and externally to uncover the core consumer motivations behind the data points.

Creative Development

• Develop engaging content related to loyalty by working with internal and external creative teams
• Design Creative A/B tests to optimize communication
• Coordinate to ensure timely delivery and execution of the creatives made

Team Management

• Manage the performance of the team set annual performance goals, monitor performance and provide constructive feedback to improve performance.
• Identify their training and development needs and ensure their fulfilment
• Develop and mentor team to move to the next higher level of job through career planning and develop a development chart
• Ensure compliance to Company policies and values.

Preferred candidate profile:

12+ years of experience in consumer-driven loyalty marketing.

Why Join Us?

Be associated with a reputed brand.

Gain valuable experience in a dynamic recruitment role.

Opportunity to work in a collaborative and fast-paced environment.

Contact Information: