Following the pandemic, at least 70% of customers are lapsed. We are looking to recruit a Senior CRM Executive whose role is pivotal to stimulate lapsed users, retain customers and drive frequency of purchase. This will be done by designing and delivering a test and learn strategy to price promotions, aimed at increasing demand, revenue and loyalty to digital channels. Through this you will make a key contribution to achieving challenging business objectives to increase sales and drive retail channel shift.

You will manage the customer life cycle in full, from acquisition through to engagement, increasing frequency of travel, and retaining customers as advocates. Central to achieving this will be your expertise in building CRM campaigns through working with the marketing team to agree copy and imagery and implementing in our CRM system. But just as important is that you bring a creative and insightful approach to the work you do. The successful candidate will demonstrate commercial aptitude to develop our audience segmentation and increase data quality and quantity; strategic thinking to create strategies that improve customer engagement; and analytical ability to deliver customer insight both to the commercial team and the wider business. This role is responsible for our customer data and so you will need to ensure all data is captured and managed in a compliant way.

Key responsibilities

Work with the Marketing Manager to define and implement annual CRM marketing plan to grow prospects, stimulate lapsed users, retain customers, increase frequency of travel, influence channel shift, and grow revenue:

• Leverage existing travel / destination promotions (e.g. 2for1 attractions) and use custom promotion campaigns through CRM to drive leisure travel and in-app purchase
• Deliver an acquisition programme to gain quality customer data using targeted owned digital and in station media.
• Develop the existing welcome and nurture programme, optimising a series of triggered emails designed to drive Smartcard uptake, app downloads and online ticket purchase and loyalty
• Deliver a retention programme targeting lapsed customers with reassurance around safety concerns, encouraging them to switch to and continue to use digital ticketing channels when they resume travel
• Work with the digital team to deliver data integration improvement initiatives to aid marketing flexibility, personalisation, and automation, including Flexi-Season customer notifications and price promotion automation.
• Define & implement processes to ensure full compliance of customer data collection with data protection law, including owning terms & conditions, and opt-in messages
• Write briefs for email campaigns and liaise with the Content & Digital Marketing Manager to agree and deliver copy, creative and audience selection
• Deliver the creative execution of emails in Salesforce Marketing Cloud, including personalisation and dynamic content rules
• Define rules and targeting criteria to build bespoke audiences in Salesforce Marketing Cloud for email campaigns and journeys
• Conduct regular testing to measure performance and identify tactics to increase email campaign performance. Incorporate findings into future activity to achieve continuous improvement
• Deliver condensed and actionable reporting on all activity, analysing performance to inform the development, implementation and delivery of plans to agreed targets
• Produce an ongoing roadmap and milestones for the delivery of e-CRM activity, and manage updates to key internal stakeholders

What it takes:

• Preferably 4+ years of marketing CRM and data management
• Experience in managing successful marketing CRM programmes from complex databases
• Robust working knowledge of Salesforce Marketing Cloud
• Goal orientated individual with a focus on improvement and delivering fast results
• A logical thinker with excellent organisational and analytical skills.
• Marketing and business acumen to recognise the role of CRM in the wider marketing mix
• Good at building relationships to work with internal stakeholders and external supplier