CRM Optimisation/Marketing Effectiveness Manager

CRM Optimisation/Marketing Effectiveness Manager

My client is a leading hospitality company based in the Hampshire area. They are seeking a leading CRM Optimisation/Marketing Effectiveness Manager to join them ASAP on a contract basis for 3-6 months. The rate of pay is competitive.

Overall Purpose of Role:

The role of the CRM Optimisation Manager is to ensure that my client has the right data, systems, models, processes and reporting to manage and optimise their CRM activities to deliver maximum value out of our customer data

The immediate focus for the role is to lead a team of CRM analysts and create over £3m of incremental benefit from more intelligent data management of our customer database

Experience

Essential:
*Experience of working within a CRM/Campaign planner role or an insight function
*Experience of using specialist campaign management software, eg Smartfocus, FastStats, etc.
*A good level of knowledge and confidence with Excel and PowerPoint

Desirable:
*Experience of marketing effectiveness evaluation
*Propensity Modelling and Segmentation experience
*Agency management experience
*Project management experience
*Experience of data management and creating a Single Customer View

Education

Essential:
*Graduate in marketing, business, maths, statistics, operational research, or similar numerate discipline
Desirable:
*Any relevant marketing qualifications

Main Activities and Responsibilities

Strategic Leadership
*Champion improvements and additions to our source data that gives a more exhaustive, complete and accurate view of our customer database
*Work with others within the team to ensure that we have the right models and segmentations that facilitate greater understanding of our customers and deliver true business benefit
*Lead the review and possible implementation of new analysis and selection tools to improve campaign selections and evaluation
*Own the decision making of how we manage and invest in individual customers to optimise return from our CRM investment
*Build a contention management system to ensure we are optimising the number of contacts we have with our customers over any given time period
*Ensure we deliver against our CRM analytics principles:
oEvery communication is recorded
oEvery communication is measureable
oEvery communication adds value

Customer Responsibilities (Internal & External Customers)
*Work closely with the CRM teams across the business (brand marketing, digital, contact centre) to ensure we maximise our investment in CRM activity, championing initiatives that add value and influencing change to those that don't
*Ensure that our CRM data strategy creates value for our customers as well as our business
*Works collaboratively across the Insight Analytics department to share learnings and support overall team delivery