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Home. There’s no place like it.
And there’s no feeling like helping people create the joy of feeling truly at home. At Dunelm, that’s what we do. We’re the UK's number one choice for homewares because we make home life lovelier for our customers. And we’ve crafted a workplace that feels just as welcoming – where you can bring your ideas, be yourself, and feel right at home.
About the role
As the CRM Manager, you will...
- Support customer relationship strategy and planning within the CRM team, delivering towards the overall CRM and Digital growth strategy
- Develop our Customer Lifecyle Management approach to become more data oriented and ‘always on’.
- Understand and map the audience, communications and lifecycle journeys from all customer interaction data to enable us to communicate at scale, and with relevance
- Develop targeted, personalised and triggered communications across email, and other channels including push, app, MyAccount, Dunelm.com and vouchering in-store.
- Work with our data and I&A teams to ensure robust testing and learning across our lifecycle campaigns and communications
- Be both highly technical and commercial, and able to step change how we use our data, our communications infrastructure, and the orchestration of messaging to engagement, shopping frequency and £Revenue.
- Build and maintain brilliant, and collaborative, relationships with key stakeholders from trading, data, I&A and marketing teams
What you will be doing:
Objectives, Goals & Responsibilities:
The key objectives and goals of the role will be to develop a deeper relationship with customers through relevance and scale of our targeted, automated and triggered communications and notifications. This will help increase channel engagement, purchase frequency and therefore sales and lifetime value.
The role will be varied and evolve fast, you’ll need to:
- Forge and maintain strong relationships throughout the business, and across the wider Customer, Commercial and Technology teams
- Support the CRM team in delivering engaging communications, using data and insight to personalise journeys and drive relevance and inspiration.
- Strengthen engagement and involvement with internal stakeholders, ensuring people internally and externally feel well informed and empowered.
- Leverage our technology and third party systems, ensuring we get maximum value from both.
- Evolve and develop the measurement framework and KPI's we use and ensure an ‘always on’ view of performance which informs on performance and gives insight on decisions
- Drive the data hard – from collection to the single customer view and into segmentation, we need data to be at the heart of what we do.
- Test and learn wherever possible
You will have an open minded and unbiased approach to your role, support continuous improvement by sharing your own knowledge, experience and insights and be able to work collaboratively and enthusiastically in a fast changing and responsive environment.
What we look for:
- A proven track record working in customer teams within in a B2C retail business, with strong digital exposure
- Understanding of customer journeys through whole customer lifecycle, from acquisition and welcome; to retention lifecycle, churn, advocacy, and so on; to behavioural and triggered remarketing; to personalising content and experiences based on customer behaviours.
- Highly commercial and customer focused
- Excellent communication and the ability to work collaboratively and in a cross functional environment.
- Analytical, curious mindset, confident with numbers and with a growth mindset
Desirable Skills
- Understanding and awareness of customer behaviour and shopping missions and how they interact with a brand’s products and services. You’ll know how to turn insight into action that champions the customer and what Dunelm offers them.
Behaviours:
Stronger Together:
- Communicating in the most engaging and inclusive ways to raise the profile of what we do and inspire our team and colleagues.
- Building a network of internal and external connections to help with decision making.
Keep Listening and Learning:
- Being able to respond to and commit positively to changing needs and achieve business agility.
- Exploring other areas of the business and joining the dots.
Long Term Thinking:
- Using data and insight to acquire a deeper understanding of our customers and champion their needs and their experience with Dunelm.
- Providing clarity of purpose and direction for others to help them align their contribution.
- Making timely and proactive decisions based on intuition and information, knowing when we know enough.
Act Like Owners:
- Embracing challenges, getting to root causes and delivering sustainable solutions.
- Seeking to be a leading voice in your area of expertise.
Future-proofing activity to avoid duplication and inefficiencies further down the line – keeping things simple!
What is in it for you!
- Competitive Basic Salary
- Up to 15% bonus
- Life Cover (3x your salary)
- Dunelm Discount Card of 15% (across our 100k+ products, including sale items!)
- 5% Pension (Company) 4% (Employee)
- 25 days holiday + Bank Holidays + 1 day for Birthday +1 day for Charity + 1 day off for moving house.
- Bupa - Healthcare Cash plan
- Access to online discounts at various other retailers and organizations.
- Flexible hybrid working
- And many more!
