ABOUT THE ROLE
The role is responsible for leading and optimizing customer relationship management (CRM) initiatives and campaign operations. This includes overseeing CRM strategies, managing marketing automation tools, ensuring seamless execution of customer engagement campaigns, and analyzing performance metrics to enhance customer retention and lifetime value. The ideal candidate will possess a data-driven mindset along with a strong understanding of CRM best practices, segmentation, personalization, and automation workflows.
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KEY ACCOUNTABILITIES
CRM Strategy & Execution:
- Design and execute CRM and loyalty campaigns across email, SMS, push notifications, social media, and other channels to drive customer retention and engagement.
- Implement automation workflows, segmentation strategies, and targeted marketing campaigns.
- Ensure data accuracy and hygiene within the CRM platform to optimize customer interactions.
- Prepare and execute an annual CRM calendar for revenue-generating and affinity-building campaigns.
- Execute customer lifecycle-based marketing, customer journeys, campaigns/promotions, retail visibility, loyalty platform administration, and rewards offerings.
- Track global CRM best practices for implementation purposes.
- Identify new use cases for hyper-personalized customer targeting and collaborate with Salesforce & Digital teams to deliver on these initiatives.
Campaign Operations & Management:
- Plan, execute, and optimize multi-channel campaigns across email, SMS, push notifications, and other digital platforms.
- Collaborate with creative and content teams to develop compelling marketing materials.
- Monitor campaign performance and adjust strategies to maximize effectiveness.
- Serve as the lead Systems/Platform administrator for the entire Salesforce CRM Marketing stack and supporting technologies.
- Utilize CRM tools for effective customer interaction management.
- Use data insights to create hyper-personalized customer journeys and experiences.
- Develop campaign business cases and ROI indicators to support approvals and post-campaign evaluations.
- Manage the campaign CRM budget and key metrics such as open rates, clicks, conversions, and campaign ROI.
Data Analysis & Reporting:
- Analyze campaign performance and modify campaign flows and marketing journeys to optimize outcomes.
- Track and analyze key CRM and campaign performance metrics, including open rates, click-through rates, conversion rates, and customer lifetime value.
- Provide actionable insights and recommendations to improve campaign performance.
- Generate regular reports and dashboards for stakeholders.
Customer Segmentation & Personalization:
- Develop and refine audience segmentation strategies to enhance personalization efforts.
- Leverage data analytics and AI-driven insights to deliver tailored customer experiences.
- Optimize customer journeys and lifecycle marketing initiatives.
Cross-Functional Collaboration & Team Mentoring:
- Collaborate with internal and external stakeholders to ensure alignment of campaign objectives, timelines, and deliverables.
- Work closely with sales, customer service, and product teams to align CRM efforts with business objectives.
- Partner with technology teams to enhance CRM system capabilities and integrations.
- Ensure compliance with data privacy regulations and industry standards.
- Mentor the team of CRM Specialists to enhance performance and keep them updated on the latest trends in Marketing Technologies.
QUALIFICATIONS, EXPERIENCE, KNOWLEDGE & SKILLS
Minimum Qualification:
- Bachelors / Master’s in Marketing/Science/Business Administration
Minimum Experience & Knowledge & Skills:
- 10 years of experience in Marketing CRM.
- Strong strategic thinking, analytical, and problem-solving skills.
- Excellent communication and interpersonal skills.
- Ability to thrive in a dynamic and fast-paced environment.
- Strong data proficiency, logical thinking, and creative problem-solving skills with robust commercial acumen.
- Proficient and hands-on experience with Salesforce Marketing CRM (SFMC and full suite of Salesforce marketing CRM products) and integrated marcomm tech stack, including Mobile app UI/UX.
- Experience in loyalty program management/loyalty CRM is advantageous, including program setup and design across strategy, creative, and operational understanding.
- Fluent in English; proficiency in Arabic is desired.
