Aditya Birla Fashion & Retail - Assistant Manager - Customer Relationship Management

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.