Senior CRM Specialist at Platinum Careers

Purpose of Role

The focus of the CRM Specialist is to utilise data to create a more engaging customer experience with the ultimate goal of using the CRM channels to achieve traffic, booking and revenue targets. He or she will be well versed in CRM methodologies and understand segmentation, personalisation and the use of data to better identify, recognise, connect and engage customers. He or she will also understand how to grow a database across CRM channels: email, browser notifications, mobile app, SMS marketing and more. This role suited for a technically skilled coder who is highly organised individual, with great interpersonal skills. He or she should be a creative think who is data-driven, results-orientated multitasker and calm under pressure.

Responsibilities

• Planning, delivering and executing upon CRM strategies across the company to optimise customer acquisition, retention and loyalty with the view of building the client base
• Delivering and managing implementation of behavioural and post booking communications
• Closely monitoring performance of CRM channels against targets and driving initiatives to ensure that those metrics are achieved
• Monthly reporting and in-depth analysis of the data and customer behaviour, using insights to drive decision making and tactics to better onboard, retain, re-engage and convert audiences
• Working with the existing CRM platform structure and architecture ensuring it works seamlessly across all customer touch points, and captures all required information at key points in the customer life cycle.
• Troubleshooting with regards to deliverability and data health - identifying issues and liaising with the internal stakeholders and external vendors to ensure our CRM channels are working optimally in terms of performance and customer experience
• Experiment with A/B testing strategy with regards to content, creative, segmentation, delivery times and more to maximise performance
• Guarding of data integrity: strategize and implement processes to keep data validated, clean, and compliant
• Monitor analytics and metrics to support the success of each initiative
• Setting up email campaign templates, check for accuracy and test before deployment to the database
• Ensure all tracking is working for all CRM channels
• Experiment with new channels while maintaining growth on the existing CRM platforms
• Liaising with teams from other markets within the Group to ensure that business’ objectives are met
• Designing, deploying and monitoring the weekly Net Promoter Survey and summarizing the results for senior management review

Skill Requirements

• Bachelor degree in Marketing, Business Management or equivalent programs beneficial
• 4 years’ experience in online marketing, in a CRM capacity, with a large focus on data management and insights
• Experience in the travel industry advantageous, but not essential
• CRM experience in an eCommerce environment highly advantageous
• Proven audit trail of past success
• Excellent written English and communication skills
• Computer skills with standard programs like G-Suite
• HTML coding (specifically for email compatibility) preferably Watson/Silverpop & Litmus
• HTML coding for landing pages (basic understanding to assist in changes when necessary)

·       Working knowledge of ESP (Email Service Provider) functionality

• Data: SQL query skills, Watson or other CRM tools, Google Analytics, Tableau encouraged

Personal Competencies

• High energy levels
• Data-centric /  data driven
• Proactive mindset
• Entrepreneurial spirit
• Team player
• Good sense of humour
• Ideas generator
• Self-motivated and enthusiastic
• Willingness to learn and take on new challenges
• Organised, time management skills – able to multitask
• Diligent with high attention to details
• Ability to adapt, solve problems and provide solutions
• Project management and coordination between teams
• Meet requirements but continually exceed expectations