Role purpose: Ownership and management of the overall CRM, loyalty and referral strategy to all sets of customers across offline and online and overseeing communication and engagement with the customers at every touch point.
Key accountabilities:
- Core Competencies – Detailed experience in database marketing, data insights & analytics, cross-channel customer engagement programmes, segmentation, profiling, targeting, referral and reward.
- Develop the CRM strategy for retention & reactivation to drive & maintain a constant retention rate across categories.
- Working with the AARRR Sales Metrics Diagram (Acquisition – Activation – Retention – Referral – Revenue) and run cohort analysis of customer segments and personalize messaging.
- Take ownership of Hudson privilege Reward program and increase the NPS and value of the program through better offerings to the end customer and drive loyalty share in business and new customer enrolment through comprehensive CRM Campaigns
- Define an effective communication personalization strategy basis user behaviour on platform and deploy recency, frequency and monetary value (RFM) based optimizations.
- Carrying out segmentation of database and devising remarketing strategies and Monitor and maximise customer lifetime value (CLV) strategies ensuring maximum profitability.
- Ensuring the database is segmented effectively for targeted marketing activities and Overseeing the migration of all direct communications to lower cost mediums such as SMS and email.
- Responsible for delivering and reporting of multi-channel CRM campaigns and programmes against set KPIs, budgets and timings.
- Create a/b/c and Multivariate test, learn strategies, and implement change & rollout plans
- Take charge of the database quality, segmentation and tagging efforts for program messages across different personas and manage email and contact lists, data and uploads according to campaign requirements and perform QA on lists and workflows.
Skills and competence:
- Detailed experience in database marketing, data insights & analytics, cross channel customer engagement programmes, segmentation, profiling and targeting
- Experience in integrating customer touch points to form seamless customer journeys
- Excellent working knowledge of CRM systems (Dynamics 365) and marketing automation (experience in working with marketing automation tools & SQL is a plus)
- Through collaboration with regional marketing team, ensure CRM activity is aligned and integrated with the overall marketing strategy across country.
- Apply attitudinal consumer segmentation alongside behavioural insights to drive targeted customer communications
- Assess and monitor customer behaviour to ensure that our approach to segmentation translates into optimised performance against KPIs
- Deeply understand customer engagement and drive personalization to engage them through a rewards mechanism.
Education and Experience
- UG / PG: Full Time B.Tech/BE/MBA Graduate
- 5+ years of prior experience CRM and loyalty programs and possess deep experience in managing consumer facing loyalty programs
- Expertise in data enrichment and CIP (Customer intelligence programs)
- Should have implemented strategies that grow customer acquisition through loyalty and referrals
- The ability to handle multiple projects concurrently.
- Effective communication skills.
- Must be able to multitask effectively and be able to problem-solve when needed;
- High energy level and untiring commitment to drive oneself towards goals.
- Naturally curious and not afraid to try something new and experiment with new technologies or techniques
