An Initiator and sponsor of CRM culture with a proven record of successful CRM leadership in a number of high profile fashion brands/companies who has demonstrated the delivery of CRM programmes with clearly achieved and over-achieved ROI results.
Can perform the following tasks as part of the CRM service:
- Design and deploy omni-channel CRM programmes with the purpose of driving client acquisition, retention and reactivation: one off-campaigns and/or automations
- Perform full analysis of the customer database, including key metrics like CAC (Customer Acquisition Cost), Customer Lifetime Value CLV, Length of Sales Cycle and etc.
- Develop full CRM database segmentation based on demographic, psychographic, behavioural and geographic factors and CRM metrics
- Develop and manage contact strategies based on client lifecycle and segmentation profiles; work closely with various retail teams/individuals to address local specificities and adapt accordingly
- Create training resources to drive CRM knowledge and client-centric behaviour across retail
- Project manage and devise a roadmap for the adoption and integration of the online and in-store Loyalty programmes; oversee adoption across online, retail, outlets and/or concessions; work closely with IT as well as the provider to support continuous improvement and release of new features; drive performance in order to meet KPIs and targets
- Devise and implement strategies to optimise online and in-store client data capture; ensure compliance with relevant data protection laws and aim at keeping a clean, qualitative and optimised databases
- Evaluate effectiveness of CRM programmes; work closely with relevant teams/individuals to identify growth, upsell and cross-sell opportunities at each channel/store level; ensure CRM KPIs and targets are met
- Manage relevant CRM budget with a view of maintaining efficiencies and value