Senior CRM Manager

4 weeks ago

Dubai, Dubai, United Arab Emirates Al Tayer Group Full time

As a leader in luxury retail in the Middle East, Al Tayer Group's retail division, Al Tayer Insignia, hosts a portfolio of some of the world's best luxury brands in the fashion, jewellery, home and department store categories. Complementing its position in luxury retail, Al Tayer Insignia has also built new frontiers in lifestyle retail, representing leading brands in the Beauty, Home, Fashion and Hospitality sectors. Our brands include Bloomingdales, Harvey Nichols and Armani to name just a few

About The Role

Responsible for driving the growth, engagement and revenue across Al Tayer Insignia brands via CRM channels and increase our customer loyalty across the groups retail portfolio of both offline & online stores within the GCC.

To be the driving force of innovation and operational excellence across the CRM MarTech stack. Responsible for business KPI's including but not limited to: YoY base growth, customer engagement, segmentation strategy, driving store engagement to increase store footfall, maintaining regional customer PII collection to relevant regulations, CRM channel contribution (orders, revenue, traffic) for online brands and the overall ownership of progressing customers through the RFM.

What You'll Be Doing

  1. In partnership with the department head, develop and implement a comprehensive strategy across all CRM channels to deliver both commercial and business objectives for ATI's Omni brands that caters to both the language and nuances across the GCC customer base.
  2. A strategy that drives customer engagement, retention, and revenue growth across both online and offline business units.
  3. Driving customer personalization at scale as part of an overall strategy to increase channel engagement.
  4. Where applicable, creating strategies specific to product categories and promoting cross sales. These category level strategies should ladder up to the overall business strategy.
  5. In partnership with the department head, develop and implement a comprehensive segmentation strategy across multiple retail brands, that can be mapped out across an RFM model to set benchmarks to increase CLTV.
  6. Working alongside departments such as legal & risk, ensure all brands are maintaining regional regulations in the capture and usage of PII data.
  7. Oversee the improvement of various lifecycle journeys to lower the rate of customers becoming a lapsed or dormant user relative to category purchase cycles. This also includes the reactivation of customers no longer considered active.
  8. Overhaul of existing brand retention programs to grow repeat frequency and overall CLTV.
  9. Working in tandem with additional marketing departments, develop an acquisition strategy for a sustained base growth that outpaces churn rate.
  10. Working with various IT & Data teams, ensure that key business stakeholders have easily accessible and comprehensible data around on our customer base.
  11. Work closely with key stakeholders such as buying, marketing, and merchandising teams to align CRM activities with broader commercial goals.
  12. Promote the value of CRM across the organization, demonstrating how data-driven insights can enhance customer experiences and drive sales. Provide actionable customer insights to commercial teams, enabling them to make informed decisions.
  13. Analyze the effectiveness of CRM campaigns through KPIs such as engagement rates, open rates, click-through rates, conversion rates, and ROI. Use these insights to refine and optimize future campaigns.
  14. Oversee the day-to-day operations within Salesforce Marketing Cloud, ensuring the platform is used to its full potential to deliver targeted and effective campaigns.
  15. Ensure that customer data within Salesforce Marketing Cloud is accurate, secure, and utilized effectively for segmentation, targeting, and reporting.
  16. Own the CRM trade budgets and costs.
  17. Support the team in creating testing plans with clear business justifications for non-CRM stakeholders understanding.
  18. Pro-actively join projects where CRM can deliver incremental value.
  19. Articulate consumer segmentation strategy, including definitions and analysis of consumer segment behavior to non-CRM stakeholders.
  20. Analyze and interpret results from CRM initiatives to drive continuous improvement of campaigns and segmentation opportunities to inform the CRM roadmap.
  21. Develop automated weekly, monthly and quarterly reporting on performance and present coherently to various stakeholders what the results mean and what actionable steps are next.
  22. Ensure all templates follow best practice with the goal of achieving personalisation.

People Management Roles and Responsibilities

  1. Lead a team of CRM professionals, providing mentorship, guidance, and support to help them grow their skills and advance their careers.
  2. Ensure the team is up to date with the latest trends in CRM and Salesforce Marketing Cloud, providing opportunities for continuous learning and development.
  3. As the senior leader within a team of eight (8), you are to set the standard and have a "coach" mentality across all team members to strive towards.
  4. Foster a "test & learn" mentality.
  5. Working with your direct line reports, you will set regular development reviews and performance appraisals in line with the department heads process.
  6. Target and KPI setting based on business requirements.

About You

Education/Certification and Continued Education

  1. A degree in Marketing/Business Administration is preferred but not required.
  2. Sales Force Marketing Cloud certification is necessary.

Years of Experience

  1. 10+ years of relevant experience.

Knowledge and Skills

  1. Budget management.
  2. Strong commercial and trading experience, preferably across retail fashion.
  3. Data monetization.
  4. Project management and leadership skills.
  5. Proficiency in core modules like Email Studio, Journey Builder, Automation Studio, Audience Builder, and Content Builder.
  6. Experience with Salesforce APIs, REST/SOAP APIs, and integrations with other platforms.
  7. Strong SQL skills for data manipulation within SFMC and understanding of data extensions and relational databases.
  8. Knowledge of data privacy laws (e.g., GDPR, KSA PDPL) and how they apply to email marketing and customer data management within SFMC.
  9. Proficiency in reporting on campaign performance using SFMC's analytics tools and custom reporting.

Languages

  1. English is a must; Arabic would be preferred but not required.

Additional Requirements

  1. Proven experience leading a CRM or marketing automation team, including mentoring junior team members and managing cross-functional teams.
  2. Ability to work closely with internal stakeholders (e.g., marketing, sales, IT) to align CRM strategies with broader business goals.
  3. Experience in managing relationships with third-party vendors, consultants, and Salesforce partners.
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