Purpose of Role
The focus of the CRMSpecialist is to utilise data to create a more engaging customer experiencewith the ultimate goal of using the CRM channels to achieve traffic, bookingand revenue targets.
He or she will be well versed in CRM methodologies andunderstand segmentation, personalisation and the use of data to betteridentify, recognise, connect and engage customers.
He or she will alsounderstand how to grow a database across CRM channels : email, browser notifications,mobile app, SMS marketing and more.
This role suited for a technically skilledcoder who is highly organised individual, with great interpersonal skills. Heor she should be a creative think who is data-
driven, results-orientatedmultitasker and calm under pressure.
Planning, delivering and executing upon CRM strategies across the company to optimise customer acquisition, retention and loyalty with the view of building the client base
Delivering and managing implementation of behavioural and post booking communications
Closely monitoring performance of CRM channels against targets and driving initiatives to ensure that those metrics are achieved
Monthly reporting and in-depth analysis of the data and customer behaviour, using insights to drive decision making and tactics to better onboard, retain, re-engage and convert audiences
Working with the existing CRM platform structure and architecture ensuring it works seamlessly across all customer touch points, and captures all required information at key points in the customer life cycle.
Troubleshooting with regards to deliverability and data health - identifying issues and liaising with the internal stakeholders and external vendors to ensure our CRM channels are working optimally in terms of performance and customer experience
Experiment with A / B testing strategy with regards to content, creative, segmentation, delivery times and more to maximise performance
Guarding of data integrity : strategize and implement processes to keep data validated, clean, and compliant
Monitor analytics and metrics to support the success of each initiative
Setting up email campaign templates, check for accuracy and test before deployment to the database
Ensure all tracking is working for all CRM channels
Experiment with new channels while maintaining growth on the existing CRM platforms
Liaising with teams from other markets within the Group to ensure that business’ objectives are met
Designing, deploying and monitoring the weekly Net Promoter Survey and summarizing the results for senior management review
Bachelor degree in Marketing, Business Management or equivalent programs beneficial
4 years’ experience in online marketing, in a CRM capacity, with a large focus on data management and insights
Experience in the travel industry advantageous, but not essential
CRM experience in an eCommerce environment highly advantageous
Proven audit trail of past success
Excellent written English and communication skills
Computer skills with standard programs like G-Suite
HTML coding (specifically for email compatibility) preferably Watson / Silverpop & Litmus
HTML coding for landing pages (basic understanding to assist in changes when necessary)
Working knowledge of ESP (Email Service Provider) functionality
Data : SQL query skills, Watson or other CRM tools, Google Analytics, Tableau encouraged
High energy levels
Data-centric / data driven
Good sense of humour
Self-motivated and enthusiastic
Willingness to learn and take on new challenges
Organised, time management skills able to multitask
Diligent with high attention to details
Ability to adapt, solve problems and provide solutions
Project management and coordination between teams
Meet requirements but continually exceed expectations