CRM Specialist

ENTITY / SUBSIDIARY

Clarins UK Ltd

DEPARTMENT

Digital

POSITION

CRM Specialist – 6 month FTC

DATE

August 2024

MISSION, PROMISE & AMBITIONS of CLARINS

Our mission: Making life more beautiful, passing on a more beautiful planet.

Our promise: Caring for people, caring for the planet.

Our Clarins Unlimited ambitions: Become the global skincare and natural make-up authority, the best in class in consumer intimacy and responsible beauty.

Thanks to your role and your engagement, you will contribute to our global strategy and performance, in line with our Clarins We Care roadmap and our Diversity, Equity and Inclusion approach.

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MAIN MISSION & CHALLENGES of the

DEPARTMENT / TEAM / POSITION

This main mission must be carried out in a spirit of social and environmental performance, with respect for people and all diversities.

Support the Head of CRM & Consumer Data to deliver a compelling omnichannel CRM customer activation and retention strategy which increases engagement, retention and CLTV. Manage execution of all trigger campaigns, reporting on performance and analysing customer drivers and behaviours to deliver key commercial targets.

Hierarchical report of the position: Head of CRM & Consumer Data

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TEAM

• Direct team size and positions : N/A
• Total team size : 6

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ROLE AND AREA OF RESPONSIBILITIES

The missions and objectives defined annually must be carried out in line with our values and our double promise of “making life more beautiful, passing on a more beautiful planet”.

1. Manage the execution of all Trigger campaigns:

• Create and manage trigger campaigns from start to finish, including planning, content creation, design, and deployment.
• Ensure communications are developed and designed in accordance with brand guidelines and tone of voice. High attention to detail is an absolute must to ensure there are no grammatical errors.
• Continuously improve triggers through a comprehensive test and learn strategy.
• Create and circulate a weekly/monthly reporting detailing campaign performance and optimize triggers to improve customer engagement and drive repeat purchase rate.
• Leverage personalisation and segmentation to maximise campaign ROI, drive repeat purchase and reduce customer churn.
• Take ownership of trigger campaign approvals across all channels to ensure compliance, accuracy and quality of messaging is maintained before sharing and presenting to the Head of CRM & Consumer Data and the Digital, CRM & E-Commerce Director
• Triggers will be for the on and offline base: 

• An engagement strategy for our most active and engaged base such as anniversary, birthday, auto replenishment and post 3+ buyer emails

• A series to minimise risk of churn 
• A win back series to reactivate and re-engage lapsed customers 

1. Reporting & Analysis:

• Report weekly/monthly on campaign performance against LY and VS Targets. Present findings back to the wider Digital and Global Teams with recommendations for action.
• Evolve and optimise campaigns based on learnings, implementing new campaigns where an opportunity is identified.
• Work with the Data Analyst on adhoc analysis to understand key customer drivers and behaviours to influence campaigns and feedback to marketing teams.

1. Wunderkind:

• Own the day-to-day relationship with external partners from a CRM perspective for email and SMS recurring sends.
• Evolve the recurring SMS send strategy to maintain an active and engaged base.
• Increase personalisation and engagement using Movable Ink modules.
• Regularly review and refresh creative in line with the graphical charter and brand guidelines.

1. Club Clarins:

• Increase active participation, and movement through the tiers, in the CC programme and drive CLTV by implementing triggers that are available from the core global model.
• Optimise live triggers so that there is year on year revenue growth from Members.
• Support the Head of CRM & Consumer Data to deliver a loyalty programme that engages and rewards Members emotionally as well as transactionally.
  

1. Special Projects:

• Identify new CRM tools/software that will generate operational efficiencies within the Team or add innovation to drive engagement and CLTV. Recommend, lead the RFP and onboard the partner if approved.
• Ensure Clarins UK is driving maximum value from our current partners by contributing to their development roadmap (e.g. Movable Ink and Adobe) or making full use of existing features and functionality not yet adopted by Clarins UK.
• Support the Digital Project Manager with any clientelling initiatives that drive engagement, loyalty and CLTV from the offline/spa/beauty bar base.

1. Ways of working
• Weekly 1:1s with Head of CRM – come prepared with update of work deliverables, areas where support is needed and AOB.
• Weekly team meetings with wider CRM/Email team – responsible for reporting on Trigger performance week on week.
• Weekly status meetings with Global CRM & US team to discuss/report back on performance
• Weekly team meetings with whole digital team where Senior CRM Coordinator is to present performance, key actions and project updates.
• Weekly status meetings with 3rd party partners to run through project tracker and brief new projects.
• Meetings with the Regional/Global Teams, as required, to understand workflows for the Club Clarins triggers ready to launch and confirm requirements for those that are still in development. Liaise with other live markets to ensure a best practice model is followed.
• Weekly status meetings with Movable Ink.
• 3 days working from the office.