Posted By
Mitalee Chaturvedi
Talent Acquistion Partner at Aditya Birla Fashion & Retail
Last Login: 23 November 2021
Posted in
Sales & Marketing
Job Code
985570
Qualification - MBA candidates with Marketing + Analytics specialization required
Experience - 2-4 years of experience in CRM is a must
Job Context & Major Challenges:
Key Challenges:
Internal:
- To periodically review the loyalty program structure and make required changes to create more efficient program.
- To coordinate with multiple internal teams including retail operations, marketing, visual merchandising & merchandising to align effective BTL & CRM communication, as per brand's requirement.
- To design & execute campaigns, matching marketing calendar & stories to channel's requirement.
- To plan and execute campaigns that ensure achievement of brand's repeat revenue targets.
- Create effective reporting and training programs to bring in transparency and support business decision making for the brand teams.
External:
- Conceptualise the team structure to ensure analytics, campaign design & creative capabilities to carry out end-to-end CRM campaigns.
- Stakeholder management in terms of managing external vendors, controlling costs & controlling their communication mechanism with the internal teams including customer service, operations & marketing teams.
Key Result Areas:
Key Result Areas Supporting Actions
Drive Repeat revenue growth:
- Design CRM calendar for the brand in line with marketing calendar & channel requirments.
- Drive and achieve brand's repeat revenue, repeat transaction & unique transactors base
- To drive (growth of) percentage contribution of repeat revenue to overall brand's NSV targets
- To manage other repeat customer related KPIs including repeat ABV/ABS, Repeat discount, points liability, earn to burn ratios
Managing Budget:
- Ensure optimum utilization of budget in line with brand's repeat revenue targets, growing consumer base & communication channels.
Loyalty program management:
- Carry out periodic checks & market mapping to determine the health of loyalty program and make structural changes if required.
- To keep track of other important KPIs including earn/burn ratios, loyalty point outlay, loyalty points redemption etc. to manage financial liability to the brand.
- To create programs, projects around retention of key customer segments
Drive Operational Excellence:
- Train & educate front end teams, including store teams, on the technical & softer aspects of customer relationship management
- Create a reporting & review mechanism to ensure data flow within the brand around existing customers, including customer voice, buying habits & customer escalations
- Drive and control hygiene activities of data collection as part of new member enrollment, including enrollment rates, enrollment data hygiene etc.
- Drive and manage data sanity of CRM database & flow of data to internal team including IT, Teradata etc.
Campaign management:
- Design & execute effective campaigns to drive increment sales
- Work towards improvement of campaign response rates
- Design campaigns to support key brand initiatives including ATL stories, new season launches & festive markets support.
Vendor management:
- Manage external vendor to carry out the work items (including analytics, creative management & campaign design) related to CRM campaigns
- Define the work scope of external vendors, review the quality of work
- Manage (and optimize) fixed costs related to external vendors & control 'per campaign cost' through effective planning.
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Posted By
Mitalee Chaturvedi
Talent Acquistion Partner at Aditya Birla Fashion & Retail
Last Login: 23 November 2021
Posted in
Sales & Marketing
Job Code
985570