Customer Relationship Manager, Retail, Peter England

Minimum Qualification: MBA

Preferred Experience: 3-6 Years of relevant experience

Key Result Areas

Drive Repeat revenue growth

• Design CRM calendar for the brand in line with marketing calendar & channel requirements.
• 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.