Head of CRM

Role: Head of CRMWorking set up: Hybrid working – in office 3 times a weekOffice location: HertfordshireSalary: Up to 90,000 to 100,000 plus up to 30% bonus and benefitsTHE ROLEYou’ll be leading a team, oversighting a multi-faceted CRM programme which is large-scale and responsible for delivering significant impact to the company’s revenue results.One sells high ticket products, a real considered purchase item – think about how you might purchase something of 30k and above, for example – house, car, high-end jewellery, boat.Another has a traditional customer lifecycle tied to it. E.g. you buy the service, there’s an in-life element with the ability to cross and up sell, and there’s a re-sell window at the end where you’re able to re-engage the customer into a new sale.The third is how you manage the customer whilst they’re experiencing the product or service – e.g. how you might utilise technology to track a customer’s movement, see them check into venues which enables you to deliver real-time offers and up-sell opportunities. Things which will raise the customer’s lifetime value in real-time. Utilising the wealth of data and understanding you have about that customer to target with the right offer at the right time.So the scope of this role is dynamic, and offers the opportunity for a CRM leader with the right strategic vision and mindset to drive the commercial results of a programme through their team.The key platform you’ll be working with is Bloomreach – its working capability is already fairly well defined, and you’ll inherit a solid team of 8 CRM specialists who are a mix of technical and strategic capabilities, as well as own the CRM budget, as well as oversight relationships with various email agencies.They’re also pretty AI enabled, and are looking for a strategic leader who is not only aware of the current capabilities and how they plug in to deliver highly personalised experiences, but also the future landscape and the art of what could be possible, to further develop and enhance customer experiences and journeys, in order to drive repeat purchase, and enhance customer lifetime value.This is a digital first environment, where automation is key. Deciding the channels (currently utilising email, in-App, SMS and Whatsapp), frequency, how do you test, optimise and evolve things to deliver the most effective results.You’ll need to work with your team to identify the moments of truth and opportunities to positively reinforce interest with the consumer. Create the CRM strategy which is robust and covers all avenues from initial prospect engagement, nurture through to conversion and purchase.This will include getting into the weeds of what’s happening with telemarketing channels. What kind of objections they’re finding, and how you can create toolkits to support and overcome these.All whilst provide strategic leadership and guidance to your team, and being the face of the business unit with the wider business.EXPERIENCE NEEDEDExperience in defining a roadmap and strategy for a sophisticated consumer facing CRM programme for a product or service Good understanding of what makes a great digital first CRM programme – the martech which enables it, and how to best leverage it, with a particular emphasis on AI enablement Good evidenced experience of the lead to acquisition side of CRM programmes Solid understanding of what’s possible within a multi-channel programme which goes beyond just email marketing, how to deliver best in class automation and personalisation Data centric mindset, with a great understanding of where and how to use data effectively in a CRM programme to decide strategy as well as in the operational implementation side too Good knowledge of how to define and implement the right checks and measures for performance. As well as how to define a test and learn strategy for customer journeys, campaign and channel optimisation. Want to Apply? Here’s how:You can share your Linkedinprofile or email me a CV – it doesn’t have to be up to date, we can work on that once you decide you want to take this forward.Or, for a chat and more information please contact me on:Colin Doree | RecruiterBlue Pelican