Topshop Topman

CRM Manager (7-month FTC) - Topshop Topman

Head Office

CRM Manager (7-month FTC) - Topshop Topman, Head Office

Working Here

Our Global Vision is to be the world’s fashion authorities. Endorsed by opinion formers and accessible to everyone, we are authentic British Brands with world-class standards. Fashion insiders that constantly innovate through a brave and irreverent approach; providing fashion leadership to style-minded individuals.

The Job

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.

Key responsibilities:
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

Must Haves

What you’ll bring to the role:

  • Passion for the TOPSHOP TOPMAN Brands and strong customer centricity
  • 3+ years’ experience in an email marketing & CRM role within an ecommerce or email-led business
  • The ability to shift focus to business priorities as needed and excited by change.
  • Experience in setting clear departmental targets and goals
  • Exceptional practical and day-to-day knowledge of email marketing, mobile marketing and loyalty marketing
  • Is comfortable working with Excel and databases with a keen focus on customer insight, data and spotting trends and opportunities
  • Experienced working with CRM databases, email platforms and tracking, measurement and analytic tools
  • A proven ability in shaping and implementing successful CRM and Email strategies, involving customer life-cycles, customer lifetime values, segmentation, content and contact strategies
  • An understanding of digital customer marketing channels
  • Effectively create strong relationships with co-workers, leverage both internal and external resources, and deliver projects on time and within budget
  • Exceptionally strong analytical skills & proven capability to use data to drive business decisions & marketing optimization. Commercial acumen with a lot of common sense
  • Must be detail-oriented, deadline driven, and able to multi-task with solid organisational and time-management skills
  • Good creative appreciation and copy writing skills with the ability to contribute fresh and innovative ideas
  • Results-focused with a demonstrated track record of making informed decisions quickly
  • A passion for problem-solving and curiosity about how consumers research and make purchase decisions
  • The ability to think clearly and calmly under pressure and cope well with the demands of a fast-paced environment
  • A keen interest in digital marketing and strong knowledge of the latest developments and future trends

Added Extras

Please visit our 'Benefits' section for all the perks for working at TOPSHOP TOPMAN.


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