Head of CRM

Requirements 

Strategic Leadership 

• Redesign and Strategy Development: Lead the end-to-end review and improvement of Smartbox’s CRM and engagement strategy to enhance customer retention, lifetime value, and revenue contribution. 

• Provide strategic and tactical leadership to business and product managers – being the centre of excellence for customer marketing 

• Customer-Centric Approach: Develop a customer-first CRM strategy with tailored lifecycle communications across multiple channels (email, SMS, in-app, push notifications, social media etc.). 

• Roadmap Creation: Define and deliver a clear eCRM roadmap, incorporating automation, segmentation, and advanced analytics. 

• Team Leadership: Build, manage, and inspire a high-performing eCRM team, fostering collaboration across departments. 

Execution and Optimization 

• Campaign Management: Oversee the planning, execution, and analysis of eCRM campaigns, ensuring they meet KPIs such as open rates, click-through rates, conversions, and retention. 

• Lead development of the creative content of emails and integrating the channel better with other Smartbox online and offline channels 

• Managing our email service provider and any other necessary agencies used for ECRM marketing 

• Data Utilization: Leverage customer data to create personalized, data-driven campaigns that resonate with diverse audience segments. 

• Automation and AI: Implement advanced automation tools and AI-driven technologies to streamline operations and enhance the customer experience. 

• A/B Testing: Develop a robust testing framework to continuously optimize content, timing, and channel performance. 

Collaboration and Stakeholder Management 

• Work closely with the Marketing, Product, Data, and IT teams to ensure seamless integration of the CRM platform with other business systems (e.g., e-commerce, analytics, and loyalty). 

• Act as the key point of contact for CRM-related initiatives, collaborating with external partners, vendors, and technology providers. 

Performance Measurement 

• Analytics and Reporting:
  Establish and monitor KPIs to measure the effectiveness of CRM initiatives. Provide actionable insights and regular reporting to senior stakeholders. 

• Customer Insights: Work with marketing analysts to develop and manage our customer insight, data selections and processes to enable Smartbox to send highly relevant, targeted emails and online ads. 

• First party data:
  Integrating with other teams across marketing to better use our first party data e.g. advertising, partnerships 

• Lead the exploration of other direct marketing channels 

• Management, coaching and development of the direct marketing channel team 

• ROI Focus: Drive measurable improvements in CRM contribution to overall revenue and profitability.