Working with the Senior Digital Marketing Manager (PPC & CRM), the CRM Manager will be responsible for the continued engagement, retention and conversion of the TOPSHOP TOPMAN global member base. This role covers management of email and mobile marketing communications, development & management of TOPSHOP TOPMAN customer retention programmes, and ownership of long-term growth, strategy, activation & reactivation initiatives.
Create, develop and execute the CRM strategy for TSTM across all customer segments globally, working closely with the wider digital marketing, trade and analytics teams to address customer and market specific opportunities
Actively plan and carry out CRM and Email initiatives, campaigns, project roadmaps and ongoing activity in line with business goals and requirements
Overseeing all customer & prospect email communications, including weekly marketing emails, service emails and Adhoc store event / promotional requirements
Building core CRM and Email skills and competencies within the CRM team and wider groups within the brands
Manage and mentor CRM Assistants and CRM Co-Ordinators setting objectives and developing their skills
Utilising marketing automation and predictive modelling to evolve a 1-2-1 direct marketing approach - sending the right message, to the right person, at the right time and in the right channel. Developing intelligent segmentation by working with wider ecommerce teams and ESP
Using data and insight to identify customer life-time values and model segmentation to drive customer value and retention
Define and act upon the different customer lifecycle stages, building multichannel programmes to achieve targets, starting with email and mobile marketing and informing and incorporating other digital marketing channels including; paid social, paid search and affiliate networks
Developing loyalty by working closely with the wider business to develop and deliver customer retention programmes that recognise and reward customer loyalty. Evolve and update existing TSTM VIP programmes
Set and monitor KPIs for customer engagement, retention and overall performance across email and mobile marketing on a weekly, monthly, quarterly and Adhoc basis
Ensuring correct tracking and report on detailed campaign analysis, key trends and overview information on content and contact strategy performance
Testing and learning to enhance the customer and prospect communications. Make data driven recommendations based on customer behaviour, email interaction and purchase history
Managing and developing the different touch points to collect data, maintaining a clean and healthy, GDPR compliant database and enable a closer single customer view.
Managing the CRM and Email budget to ensure all communications and projects come in on budget. Forecast costs and activity to assist with planned budget requirements
Managing internal stakeholders (including legal and brand teams for sign-offs) and processes