As the CRM Insight Manager, you’ll specialise in customer interactions, monitoring relation strategies and recommending strategy improvements. You’ll have a clear understanding of how to leverage consumer behavioural, lifestyle, transactional, and demographic data; leading with your ability to deliver relevant marketing programmes through multiple communication channels. It will become your vision to see the growth and expansion of customer loyalty and increasing their lifetime value.

One of the most important long-term duties is managing customers and the processes behind those relationships; effectuating Northern’s sales, developing new customers and keeping hold of old ones. The goal being to get your entire team on the same page to deliver increased value to our customers, and to enable CRM to hit KPI’s through revenue, engagement, customer value and database increase.

You’ll also take the initiative to trial the latest tools and strategies with which to reach potential customers, engage them and increase customer retention.

The role is based in York, but we are happy to discuss remote working options/flexibility. You’ll report into the Head of Sales & Marketing. The role will also involve travelling to our various sites and getting to know our colleagues in person.

Responsibilities:

Your main responsibilities will be to:

• Develop and implement a CRM strategy and supporting roadmap on Salesforce.
• Plan and deliver CRM activity, ensuring customer journey automations and BAU content is correct, innovative, and engaging with a clear purpose that serves value to each customer.
• Drive CRM performance through Test and Learn best practice.
• Work with the Marketing Team to drive the acquisition of new customer consents
• Work with the Digital Product Manager, Salesforce Developer and Administrator to manage both existing and new data sources.
• Analyse and segment data for the most relevant content to be delivered to customers.
• Be the database custodian, ensuring that Northern stays GDPR compliant, using the data as laid out in the privacy policy
• Provide analysis and aid the extended Marketing Team with targeting across digital and social channels.
• Plan, write and edit engaging, relevant, and factually correct copy for a variety of internal channels.
• Collaborate across the business to create engaging, people-focused content to be used across all of our internal channels.
• Ensure internal comms messages support business plans, values and vision and aligning with external messages.
• Support business projects via best practice advice; ensuring comms are consistent and in line with Northern’s business plan.
• Develop and apply comms plans for a wide range of business projects.
• Support the development and delivery of an internal reward and recognition scheme.

About you:

You will be able to demonstrate the following:

• Proven experience in a CRM or marketing communications role at managerial level for a minimum of 3 years
• Use of Salesforce Marketing Cloud (including automations)
• Use of Google Analytics and Datarama
• Ability to use data and insights to drive decision making; supporting both marketing and wider customer & commercial directive
• Ability to lead simultaneous initiatives
• Good interpersonal and people management skills with ability to drive communication and collaboration across functions within the business
• Sound & proven communication skills both verbal and written. Clear and concise report writing ability
• Awareness of business and commercial environment, sound understanding of customer centric thinking
• Leadership and influencing qualities; including taking responsibility and the initiative to correct perceived shortcomings
• Good organisation and time management skills; able to demonstrate ability to forward plan
• Ability to think logically and clearly under pressure and to complete tasks to a high standard within timeframe and financial limit