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The Senior CRM Manager will take responsibility for the CRM strategy. Taking into account the direction of the brand, the Senior CRM Manager will deliver a performance driving CRM strategy that enriches the customer experience in its entirety and across all channels and customer segments. With a customer-centric mind-set, the Senior CRM Manager will create data-driven plans tailored to each customer segment in-line with business priorities. The Senior CRM Manager will manage the customer loyalty strategy; proposing and implementing a set of local tools designed to develop customer knowledge and maintain individualised and interactive relationships with customers in order to increase the quality of the customer journey. This role involves supporting all three key business channels retail, online and wholesale. This individual will report to the Head of Marketing UK as well as liaise with the global CRM teams.
- CRM strategy
- Define and manage the UK CRM calendar, adapting global frameworks to reflect local market needs.
- Design and execute segmented, high-performing campaigns using the CRM tool, ensuring relevance at each stage of the client journey.
- In addition to classical campaigns owning the creation of local-specific emails to support local activities and objectives, to be approved by Paris CRM team.
- Partner with global teams to deliver local initiatives with a consistent and elevated brand voice.
- Oversee the UK client loyalty program in collaboration with the Senior Ecommerce Manager and HQ; working with the Paris CRM team on the development and implementation of the new loyalty program.
- Contributes to the trigger marketing strategy.
- Analyse campaign performance and client data to uncover insights, identify opportunities, and refine strategies accordingly.
- Coordinate all physical CRM touchpoints from printed mailers to exclusive invitations, including forecasting, ordering and sending, and adaptation and production of any local items.
- Monitoring market trends and best practice examples to share with HQ and understand if adoption is possible for Diptyque.
- Demonstrate success developing loyal customer relationships, achieving client relationship targets and KPIs as set by the Head of Marketing and Paris CRM team.
- Work closely with the CEX manager to ensure that key brand moments such as new store openings, client events, and private appointments are incorporated into the UK CRM contact plan.
- Local ownership of all projects in the global CRM roadmap.
- Monthly reporting locally and with HQ.
- Client database management
- Tracks and develops new client recruitment strategies to grow the customer database in line with defined CRM KPIs.
- Is the owner of Clientela (global clientelling platform) for the UK market, across retail and wholesale counters to ensure teams are meeting their KPI's and assisting on any issues that arise.
- Embeds Clientela to better collect customer information and personalise animations; supporting and motivating the store team on the system. Implementation of further phases of the application, including roll-out in new wholesale locations.
- Provides targeted client data needed to stores on timely manner.
- Ensure all new boutiques, pop-ups, and wholesale counters are fully onboarded and tested in Clientela ahead of opening, guaranteeing client capture readiness.
- Ensure all stores are effectively targeting their VIPs at key moments throughout and support with surprise and delight initiatives and VIP client gifting.
- Analysis of CRM dashboards to identify the potential of each segment and propose the appropriate tactical animation for each, to enhance the client experience and meet the business objectives for each segment of the database.
- Develops and tracks database growth initiatives and communicates to all stakeholders.
- Define and track KPIs and ROI of all CRM activities and tools.
- Digital & omni channel
- Lead the UK gifting (GWP) and sampling strategy in partnership with retail and wholesale teams, ensuring consistency across channels with the Head of Marketing and Senior Ecommerce Manager. Ownership of the end-to-end process from data-led strategy and forecasting through to execution and reporting; working within the budget defined by the Head of Marketing and Senior Ecommerce Manager.
- Work closely with the Senior Ecommerce Manager to ensure CRM animation strategies align with the Ecom business and targets.
- Joining monthly to ensure strong collaboration with the HQ Ecom team.
- Oversee the new NPS program , working cross-functionally with HQ, retail, and client services to champion customer satisfaction. Deliver reporting on the project to store teams and the wider business.
- Work with the Senior Ecommerce Manager on large-scale acquisition initiatives through strategic sampling.
- Partner with the Senior Ecommerce Manager to identify and support the implementation of new tools and initiatives that drive both customer acquisition and long-term retention.
- Work with all retail partners to gain and analyse their monthly CRM data to build a deep understanding of the e-retail business and customers, using this to develop the e-retail strategy.
- Ensure growth is on track vs. objectives, monitoring and reporting monthly CRM data and e-retail KPIs and activity of all partners to key stakeholders.
- Monitoring and management of any e-retail discounting and the digital promotion of these discounts.
- Working with retailers to engage wholesale consumers on our CRM journey with content that surprises and delights them, increasing their loyalty and ultimately their value to the brand.
- Working with the Wholesale Senior Account Manager to manage retailer GWPs and sampling in-line with omni-channel strategy, and all other retailer CRM initiatives.
- A minimum of 5+ years experience in a luxury CRM role required.
- Team player and client centric mindset.
- Proactive, agile and flexible.
- Strong organisational skills, data-driven and precise attention to detail.
