Omnichannel Strategy: Develop and deliver high-impact local CRM strategies that foster long-term customer loyalty and advocacy for the brand and its innovations.
Customer Journey Mapping: Architect and analyze end-to-end consumer touchpoints to identify friction points and maximize commercial conversion opportunities.
Retention Lifecycle: Design automated and ad-hoc retention programs to reduce churn and increase the frequency of purchase.
Cross-Functional Collaboration: Act as a strategic partner to Acquisition, E-commerce, Analytics, IT, and Sales teams to ensure a unified consumer-centric approach across all channels.
Platform Setup & Configuration (New Integration)
Automated Journey Setup: Design and configure end-to-end automated workflows (e.g., Welcome Cycle, Birthday Rewards, Abandoned Cart) within the CRM platform.
Campaign Configuration: Lead the technical setup of all CRM campaigns, including audience selection, A/B testing parameters, and dynamic content tagging.
Data Architecture Mapping: Collaborate with IT to define and set up data fields and attributes required for personalized marketing and reporting.
Trigger & Event Management: Define and configure real-time triggers based on consumer behavior (purchase, web visit, app interaction) to ensure timely engagement.
Ecosystem & Platform Management
Data Governance: Oversee the local CRM platform, ensuring seamless integration across the organization and high-quality data capture at every stage of the lifecycle.
Advanced Segmentation: Execute sophisticated database segmentation based on local consumer behaviors, purchasing patterns, and personas to ensure highly targeted marketing activities.
Data Acquisition: Drive the 1st party data acquisition strategy in strict alignment with Group recommendations and local privacy regulations (GDPR/local laws).
Internal Synergies: Ensure the CRM infrastructure serves the specific needs of different departments (Marketing, Digital, Retail) to optimize overall brand performance.
Technical Support & Troubleshooting
Platform Support: Act as the first point of contact for internal teams (Marketing, Retail, E-com) for all CRM-related technical queries.
Issue Resolution: Identify, document, and troubleshoot technical bugs or data discrepancies, coordinating with Regional/Global IT teams for resolution.
User Training: Conduct training sessions for new users and create How-to documentation to ensure the platform is used effectively.
Integration Monitoring: Monitor the health of data flows between the CRM platform and other touchpoints (Website, POS, Apps) to ensure real-time accuracy.
Program Execution & Innovation
Localized Engagement: Create and deploy bespoke CRM programs that resonate with local specificities while maintaining brand consistency.
Broad Potentiality Vision: Identify and foster cross-pollination opportunities—leveraging insights to drive growth across different categories, brands, or divisions.
ROI & Cost Efficiency: Constantly monitor program performance; optimize costs by migrating to high-efficiency/lower-cost digital mediums without sacrificing engagement quality.
Partnership Ecosystem: Scale local business opportunities by identifying and managing external strategic partnerships that enrich the consumer database and brand reach.
Requirements
Data-Driven Mindset: Ability to translate complex data sets into actionable marketing insights.
Technical Savvy: Experience with CRM software (e.g., Salesforce, Adobe, or similar) and marketing automation tools.
Consumer-Centric: Passion for understanding consumer psychology and building meaningful relationships.
Agility: Ability to thrive in a fast-paced environment and manage multiple projects simultaneously.
