Senior CRM Activation Manager - GDP

This role exists to optimize the CRM Activation work being done throughout Petcare globally. It will enable efficient and effective utilization and adoption of the new Global CRM Activation Products. The role will provide local teams with

proven strategy and content to enable them to quickly exploit opportunities to connect with pet parents and improve the quality of the Petcare experience and the communications we have directly with customers, moving from transactions to relations and thus customer lifetime value.

What are we looking for?

• 10 to 15 years working in Senior CRM or digital role.
• Ability to understand impact on strategy, context within the wider organization and operate autonomously.
• Proven strategy, planning, delivery, governance and people management skills, capability and experience.
• Proven track record to get things done in a matrixed organization and influencing without authority.
• Must have demonstrated ability to form productive relationships including with senior business leaders, IT personnel and project leaders.
• Strong influencing, negotiating and collaboration skills · Deep understanding of business drivers / processes, analytical mindset, value assessment focused and ability to relate global business priorities to technology.
• Excellent written and verbal skills as well as high interpersonal skills.
• Experience working across multiple levels of an organization
• Pragmatic and solution orientated.
• Ability to make decisions.

What will be your key responsibilities?

1. Business Lead Product Development:

Defining MVP Use Cases:

• Clearly define the business needs and use case requirements based on Discovery with Petcare divisions. Identify cross division use cases and prioritize.
• Develop a value assessment tool to easily map the value potential of different use cases.
• Develop strong relationship and regular check-in with Product delivery team to ensure on track to deliver business needs.
• Support with White Label Product journey development based on current and future Petcare journeys.

Future Product Development:

• Gather new product requirements through a formal, trackable, global tool – receiving requirements submitted by local teams.
• Establish a sign-off process, managing stakeholder interests and prioritizing new product development decisions based on value assessment.
• Participate in the definition of ongoing SFMC partner (Infosys/ Dentsu tbc/ others) for development/implementation of new functionalities.

Collaboration and Leadership:

• Build strong relationships within Divisions to compile & prioritize business requirements and then with Product team to ensure business requirements are core to the agenda.
• Prepare and participate in key milestone meetings for SSO, Consent ,CDP, Marketing activation and Care projects to ensure CRM input is integral.

2. Pilots Delivery: Final delivery of existing Pilot Plan:

• Prospect Conversion · Petsplace – eRetailer CRM · Royal Kennel Club
• CRM Ecosystem plan Ensure delivery within timescales and budget.
• Provide clear reporting vs success criteria as well as actions and rollout potential.
• Prepare any additional Pilots as required; develop proposal, value assessment and achieve sign-off.

3. Develop a Global Centre of Excellence for CRM - Best Practice Development:

• Build relationships with CRM leaders across Petcare.
• Lead the development and documentation of best practices, standards, and guidelines for CRM implementation, usage, and optimization across divisions and regions.
• Map pet lifecycle and lifestage journeys that can be employed both as white label campaigns for CRM Product Rollout and to inspire local marketeers.
• Performance Measurement and Reporting: Establish key performance indicators (KPIs) and metrics to track the impact and effectiveness of CRM initiatives.
• Launch these within Petcare division to provide regular reporting and insights to stakeholders.
• Work closely with Global FlyWheel and Analytics teams to ensure CRM objectives are globally reported.
• Consultation and Advisory Services: Offer consultancy and advisory services to Petcare divisions, local or regional teams on CRM, including strategy development, optimization, and measurement.
• Knowledge Sharing and Training: Facilitate knowledge sharing sessions, workshops, and training programs to educate local teams on CRM strategies, tools, and methodologies, fostering a culture of continuous learning and improvement.
• Governance: Work with SSO, Consent and legal teams to establish governance mechanisms to ensure adherence to standards, policies, and compliance across the organization.
• Vendor Management: Manage relationships with CRM vendors, input into contracts, and report on vendor performance to ensure alignment with organizational needs and objectives. Both at a global level with direct vendors but also at local / divisional levels where support is required.
• Continuous Improvement Initiatives: Drive continuous improvement initiatives based on feedback, performance metrics, and industry benchmarks, proactively identifying opportunities to enhance CRM capabilities and outcomes.
• Change Management: Develop change management strategies and communication plans to facilitate the adoption of new CRM initiatives, tools, or processes across the organization, addressing resistance and fostering buy-in. Especially but not only those deploying new CRM

What can you expect from Mars?

• Work with over 130,000 diverse and talented Associates, all guided by the Five Principles.
• Join a purpose driven company, where we’re striving to build the world we want tomorrow, today.
• Best-in-class learning and development support from day one, including access to our in-house Mars University.
• An industry competitive salary and benefits package, including company bonus.

#TBDDT

Mars is an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability status, protected veteran status, or any other characteristic protected by law. If you need assistance or an accommodation during the application process because of a disability, it is available upon request. The company is pleased to provide such assistance, and no applicant will be penalized as a result of such a request.