About the Role
This role is responsible for leading and optimizing customer relationship management (CRM) initiatives and campaign operations. It involves 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 and 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 the annual CRM calendar for revenue-generating and affinity-building campaigns.
- Engage in customer lifecycle-based marketing, customer journeys, campaigns/promotions, retail visibility, loyalty platform administration, and rewards offerings.
- Track CRM global best practices for implementation.
- Identify new use cases for hyper-personalized customer targeting and collaborate with Salesforce & Digital teams for their delivery.
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.
- Lead systems/platform administration for the entire Salesforce CRM Marketing stack and other supporting technology.
- Utilize all 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 campaign approvals and post-campaign performance analysis.
- 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 the campaign flow and marketing journeys to optimize and improve 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 enhance 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 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 a team of CRM specialists for effective performance and to keep them updated with the latest trends in Marketing Technologies.
Qualifications, Experience, Knowledge & Skills
Minimum Qualification:
- Bachelor’s or Master’s in Marketing, Science, or Business Administration
Minimum Experience & Knowledge & Skills:
- 10 years of experience in Marketing CRM
- Strong strategic thinking, analytical, and problem-solving skills.
- Good communication and interpersonal skills.
- Ability to thrive in a dynamic and fast-paced environment.
- Strong data understanding, logical thinker, analytically sound, creative thinker, and strong commercial acumen.
- Proficient and hands-on experience in Salesforce Marketing CRM (SFMC and the full suite of Salesforce marketing CRM products) and integrated marketing communication tech stack, along with Mobile app UI/UX.
- Experience in loyalty program management/loyalty CRM will be an advantage.
- Loyalty experience should cover areas of program setup and design including strategy, creative and operational understanding, and expertise in campaign communication.
- Fluency in English and Arabic is preferred.
