Strategy: The CRM Specialist is tasked with overseeing day-to-day consumer relations strategy models against lifetime value, retention, churn, activation, and advocacy programs.
This person will play the main role in managing the business’s email databases, website optimisation, they will formulate strategies, carry out strategy execution, testing and reporting among all multi-channel communications.
Along with Head of Growth, this role plays an active role in the formation of ongoing CRM strategies as well as the weekly/monthly/annual departmental calendars that enable the continuous and consistent testing, learning, and optimisation in order to maximise consumers’ lifetime value. In this role, this person also structures CRM activities with a view of maximising business impact on retention, activation, and churn.
The CRM Specialist oversees and coordinates the implementation of new CRM campaign management tools inclusive of email service provider integration, frontend integration, and CRM integration with the internal engineering team and email service providers. They also oversee direct communications with consumers and plays a leading role in deciding on the CRM platforms, structures, and architecture in order to guarantee that consumer relations are carried out seamlessly across the business.
Analytical & Technical Skills: The CRM Specialist is tasked with business-wide consumer analytics and behavioural reporting, for example, they are responsible for the development of consumer segmentation models along with internal and external analysis based on common characteristics inclusive of purchase history, consumer type, consumer behaviour, and demographics. They drive the continuous optimisation of on-site purchases, trials, and cross-selling based on segmentation models and desired actions.
At this capacity, they also implement relevant, approved online marketing campaigns, as well as offers for cross-platform communications that are founded on segmentation models and the business’s goals. The CRM Specialist also provides strategic guidance to CRM strategies that will be inclined to drive maximum ROI. They perform consumer Journey Mapping and analyse business touch-points in order to increase commercial opportunities.
Consumer Insights: The CRM Specialist also takes initiative in directly reaching out to consumers in an effort to gather feedback and ensure that the consumer relation programs are effective and that they are of high quality and standards and also that they facilitate the execution of successful marketing campaigns enabling consumer loyalty.
Collaboration: The role of the CRM Specialist is also highly collaborative. In this role, they will work closely with various departments in the business, inclusive of the senior management and key stakeholders in an effort to develop and launch suitable digital marketing initiatives. This role also works closely with the Engineering team in an effort to better understand all CRM feeds and data flowing in and out of CRM program management tools. This is in an effort to ensure that all data is flowing properly and can alert the team of any issue in the CRM campaigns.
At this capacity, the CRM Specialist will work with third-party vendors in order to improve consumer communications and remarketing campaigns. They also work closely with senior management in developing the consumer loyalty vision for the business and instilling that vision across contact points, for example, social, web, mobile, email. They also collaborate with senior management in building conversion metrics and ensuring consistency in all consumer contact initiatives and programs.
Opportunities: It is the duty of the CRM Specialist to guide CRM campaigns and introduce new capabilities for the purpose of meeting emerging business needs and market trends. At this capacity, this person shares new and emerging CRM best practices across the business in order to give the business a competitive edge over competition in consumer acquisition.
The CRM Specialist is also tasked with conducting post-campaign analytics for the purpose of realising recommendations for future CRM campaigns. They maintain a strong knowledge and understanding of the current and emerging CRM strategies, trends, and techniques that consistently give the business a lead in consumer acquisition.