ROLE

- Play a pivot role in devising the brand online presence through top of the funnel campaign delivery

- You will play a pivotal role in optimizing our own customer communication channels, including email, push notifications, digital media

- With at least 6 years of relevant experience, you will lead and execute data-driven, personalized, and impactful digital and CRM campaigns to delight and engage our customers.

- Additionally, you will be responsible for managing the top of the funnel of active users.

- Collaborating with CRM vendors and driving new initiatives to improve CRM effectiveness.

Key Responsibilities:

Strategy Development:

- Develop and implement CRM strategies, including segmentation, personalization, and automation, to enhance customer engagement, retention, and lifetime value.

- Customer Journey Mapping: Analyze the customer journey and identify touchpoints where CRM efforts can enhance the overall experience.

Email Marketing:

- Lead the email marketing efforts, including planning, designing, executing, and analyzing email campaigns to optimize open rates, click-through rates, and conversions.

Push Notifications and SMS:

- Develop and execute push notification and SMS campaigns, ensuring relevant and timely messages that drive user engagement and conversions.

Customer Segmentation:

- Utilize data analytics and customer segmentation to create targeted communication strategies, tailoring messages to specific customer segments and personas.

A/B Testing:

- Implement A/B testing and conduct post-campaign analysis to refine CRM strategies, continually improving performance.

CRM Tools/Vendor Collaboration:

- Work closely with CRM vendors, to maximize the efficiency and effectiveness of CRM efforts and drive new initiatives. Should have strong knowledge in using e-CRM platforms.

Cost and Revenue Attribution:

- Monitor and analyze cost and revenue generated from CRM campaigns, ensuring a clear understanding of the ROI for each initiative.

Base Management:

Own the top of the funnel of active users available for engagement and transaction. This will be driven via:

- Maintain a healthy activation rate via promotional and other campaigns.

- Reduce customer churn and work on increasing lifetime value of consumers.

- Develop an engagement framework for customers beyond transactions.

- Implement an omni-channel acquisition strategy and execution.

- Strive for higher Net Revenue Value (NRV) delivery through increased adoption via CRM.

Acquisition and retention :

- Enhance Contribution Margin through higher adoption via CRM.

- Promotional Campaigns: Create and execute promotional campaigns for customers on a daily, weekly, monthly, and quarterly basis.

- Triggered Campaigns for Engagement: Develop and optimize engagement with customers based on their interaction with platforms across channels, implementing a cross-channel targeting strategy.

Enhance And Monitor The Brand's Visibility :

- Work with creative/in-house agency to create, develop and manage content for brand's online presence.

- Performing ad-hoc SEO audits and analysis to validate the content plan and approach.

- Identify and curate existing relevant content in line with the brand sense of purpose.

- Create compelling and engaging brand content on social and e-retailer platforms which will attract viewers as well as amplification and interaction through social sharing.

Driving Digital Priorities And Online Business Performance :

- Monitoring & analyzing business performance for each online platform regularly & identify new opportunities with a key focus to gain market share

- Enhancing media performance, traffic, conversions, ROAS etc. on online platforms and e-retailers

- Building an action-based plan from shopper insights & past performance

- Working with brand teams, e-kams, retailers to activate the best tailored brand activity

Managing Online Content :

- Working with retailers and Commercial teams to ensure gold standard execution on retailer site (search, visibility, quality of content, reviews etc.)

- Creating annual activation calendar in-line with brand objectives

- Successful paid and organic search rankings for campaign and always-on (supported by IMC/agencies)

Social Media Campaign :

- Media planning and execution of Social Media campaigns

- Cross-Functional Collaboration: Collaborate with other departments, including Marketing, Product, and Customer Support, to ensure consistent and impactful messaging throughout the customer lifecycle.

Reporting and Analysis :

- Create and deliver regular reports on CRM campaign performance and make data-driven recommendations for improvement.

- Measuring and reporting the return on investments (ROIs) and key performance indicators (KPIs)

Key KPIs:

- Monthly active users (DAU) through CRM and Web

- CTR and Conversion for Campaigns

- New user acquisition

- Repeat users share.

Qualifications:

- Minimum of 6 years of experience in digital marketing, CRM, email marketing, or related roles.

- Proven track record of successfully developing and executing digital and CRM strategies that resulted in increased customer engagement and revenue.

- Strong analytical and data-driven mindset.

- Exceptional communication and project management skills.

- Team player with the ability to collaborate cross-functionally.