Specialist, CRM (Life Cycle Marketing)

About the Role
The role is responsible for managing and optimizing customer loyalty initiatives and CRM campaigns. This role involves executing loyalty campaigns, managing customer segmentation, analyzing engagement data, and enhancing customer retention strategies. The ideal candidate will have a strong background in customer relationship management, marketing automation, and data-driven decision-making to foster customer loyalty and maximize program effectiveness.

Key Accountabilities

Loyalty Program Overview:

• Assist in the development and execution of loyalty strategies to enhance customer retention and engagement.
• Oversee loyalty program operations, including customer enrollments, tier management, and reward redemptions.
• Ensure seamless program execution across digital and offline channels.
• Develop campaign business cases and ROI indicators to support campaign approvals.
• Collaborate with various business lines, Campaign Management, and Marketing Planning to develop an annual direct marketing promotions plan and ensure alignment with the strategic objectives of Marketing and overall business plans.
• Oversee follow-up with advertising/media agency on development and implementation of advertising campaigns related to the Loyalty Programs, and liaise with the Branding team to ensure adherence to brand guidelines and secure approval.
• Work closely with non-fuel retail teams to identify member rewards and incremental revenue-generating campaign opportunities.

CRM & Campaign Execution:

• Plan, build, and execute personalized customer loyalty campaigns via email, SMS, push notifications, and other channels.
• Optimize automation workflows to improve customer lifecycle engagement.
• Collaborate with creative teams to develop compelling campaign content.
• Propose and implement campaigns targeting the loyalty member base to promote desired customer behavior, and perform post-campaign data analysis to understand and quantify the impact of loyalty campaigns.
• Work closely with the Communications team for development and testing of content across segments and channels.
• Design advertising and promotions plans/tactics to position and differentiate the Loyalty Program, C Store, Mobility, and Affinity value propositions to achieve business objectives and targets based on briefs from the business.

Data Analysis & Reporting:

• Track and analyze customer engagement metrics, campaign performance, and loyalty program effectiveness.
• Generate insights and recommendations to enhance program performance.
• Maintain dashboards and present reports to stakeholders.
• Review the progress and impact of promotional campaigns in association with the business and provide feedback to all concerned parties.

Customer Segmentation & Personalization:

• Develop and refine customer segmentation strategies based on behavioral data and engagement patterns.
• Develop campaign marketing communication along with the Marketing/Communication team.
• Implement data-driven personalization techniques to enhance customer experience.
• Conduct A/B testing to measure and optimize campaign effectiveness.
• Work with IT and Digital teams to ensure data integrity and governance across platforms while escalating any visible issues that may hamper campaign design and execution.
• Identify and select the most effective marketing communication tools and ensure alignment with corporate guidelines to maximize the reach, impact, and cost efficiency of all marketing initiatives and programs.

Cross-Functional Collaboration:

• Work closely with stakeholders to develop hypotheses on customer behavior for campaign ideation.
• Manage effective cross-functional liaison within fuel and non-fuel retail divisions for campaign planning and execution to support synergized efforts and enhance revenue generation.
• Align CRM and loyalty initiatives with business objectives.
• Partner with technology teams to enhance CRM and loyalty platform capabilities.
• Ensure compliance with data privacy regulations and best practices.
• Assess, in coordination with the marketing team and external consultants, new ways of changing and improving customer purchasing behavior to ensure continuous improvement of sales and activities.

Qualifications, Experience, Knowledge & Skills

Minimum Qualification:

• Bachelor’s degree in business administration, management, or a related field; MBA or equivalent advanced degree preferred.

Minimum Experience & Knowledge & Skills:

• 8 years of experience in managing CRM or loyalty programs, preferably in the retail sector, within loyalty and partnership program management.
• Expertise in program setup and design including strategy, creative, and operational understanding, as well as proficiency in campaign communication.
• Excellent experience required in Salesforce - Interaction Studio, Marketing Cloud, Mobile Connect, Automation Studio, Analytics Builder, Content Builder, Journey Builder, Datorama, Einstein, and CDP.
• Strong experience in working with emerging digital technology associated with campaign management through email, communications, and social media.
• Practical understanding and experience of mobile app UI/UX design and building a marketing journey is essential.
• Strong experience in using and working on mobile app systems back-end design is a significant advantage.