We’re looking for an experienced CRM and Email Marketing expert and emerging leader. This individual will develop and execute customer relationship management (CRM) strategies and email marketing campaigns supporting our client's B2C and B2B audiences to drive engagement, retention, and loyalty among consumers and partners. This talented, energetic, intellectually curious marketer will leverage CRM platforms and email marketing tools to deliver targeted and personalized communications that enhance the overall customer experience and maximize customer lifetime value. This individual will drive consistency of the things that matter and be disruptive with everything else.
Responsibilities:
CRM Strategy Development:
- Develops and implements comprehensive CRM strategies to effectively manage relationships with client's B2C and B2B audience segments to maximize engagement, retention, and sales growth.
- Defines segmentation criteria and customer personas to tailor communications and marketing efforts based on customer behavior, preferences, and demographics.
- Collaborates with cross-functional teams to integrate CRM initiatives with sales, marketing, and customer service activities.
Customer Segmentation and Personalization:
- Segments the customer database based on various criteria (user behavior, demographics, preferences) to deliver targeted and personalized communications.
- Develops dynamic content & email templates that appeal to each segment and drive higher engagement.
- Utilizes dynamic content and email personalization techniques to deliver relevant and timely messages to individual customers.
Email Marketing Campaigns:
- Develops email marketing calendar, content, and messaging that aligns with business goals and audience segments.
- Works with creative and design team and digital platforms team to develop, execute and optimize B2C & B2B email marketing campaigns to nurture leads, promote products, and drive engagement.
- Continuously optimizes email campaigns through A/B testing, automation, and performance analysis.
CRM Capabilities Inputs:
- Provides Global Digital platforms team with regional marketing requirements to ensure CRM systems support the regional organization's needs and objectives, and are integrated with business processes, systems, and workflows.
- Contributes to Global Digital platform team’s selection, implementation, and management of CRM platforms and email marketing automation tools.
- Configures CRM systems to capture and track customer data, interactions, and engagement metrics.
- Provides training and support to internal teams on CRM best practices and utilization of CRM tools.
Performance Tracking and Analysis:
- Sets and tracks CRM KPIs aligned with Global Digital Marketing team’s guidance.
- Monitors key performance indicators (KPIs) related to CRM and email marketing initiatives, such as email open rates, click-through rates, conversion rates, and customer retention rates.
- Analyzes customer data and campaign metrics to derive actionable insights and recommendations for optimizing CRM and email marketing strategies.
- Generates regular reports and dashboards to communicate performance results, trends, and opportunities to stakeholders.
Compliance and Data Governance:
- Ensures compliance with relevant regulations (e.g., GDPR, CAN-SPAM) and best practices for data privacy and permission-based marketing.
- Maintains data integrity and accuracy within the CRM system by regularly updating and cleansing customer records.
- Implements data governance processes and protocols to safeguard customer data and maintain trust.
KPI Setting, Analytics and Reporting:
- Defines clear objectives, KPIs, and target metrics CRM and email marketing initiatives, following Global marketing guidelines.
- Tracks and analyzes key digital marketing metrics, such as website traffic, conversion rates, ROI, and customer acquisition cost.
- Generates reports and dashboards to communicate performance insights, trends, and actionable recommendations to management.
- Uses data-driven insights to refine strategies, optimize campaigns, and drive continuous improvement.
Stakeholder Engagement:
- Collaborates with Americas Regional Marketing, Business, and Product teams to align CRM and email marketing strategies and plans with overall business objectives.
- Presents regular updates, reports, and insights to stakeholders to demonstrate the impact of CRM and email marketing initiatives.