Head of CRM

Head of CRM

Morleys Department Stores Group is an independent, privately-owned department store group that operates 7 stores principally in greater London and Newbury, and an Ecommerce platform for our flagship store in Wimbledon. Our stores are at the heart of local communities and have centuries of heritage, brand trust and loyalty - all key to the values we bring to life in-store and through our communications.

The Head of CRM role is based in the Wimbledon Head Office, above the Group's flagship store Elys.

An exciting opportunity has arisen for an experienced Head of CRM to join our Marketing team. This role will play a key role in leading and delivering the Customer Strategy and targeted Customer Marketing Campaigns, including management and send of all Emails for our Loyalty databases. This role requires a high level of synchronisation with the broader Marketing, Ecommerce and Buying teams to help deliver the wider Group Marketing Strategy.

Head of CRM Responsibilities include:

CRM & Loyalty

• Leading and developing all aspects of the company's CRM strategy
• Owning the Customer Loyalty programme for the Group, and driving the database growth initiatives both in-store and online, aligning to customer buying behaviour and profiles
• Deep dives into the customer database to glean insights that can be applied to drive the
• business, and analysing spend data to seek out new opportunities to target loyal customers with relevant, inspiring content
• Using the Customer Strategy to drive both retention and acquisition and to improve customer data capture, optimising ATV/AOV and Customer Lifetime Value. Key channels for this are email, digital Rewards card, push notifications, SMS and in-store marketing.
• Leading the design, execution and delivery of different disciplined testing approaches and campaign measurement methodology, including design and management of control groups
• Development and expansion of Welcome and automation programmes, win-back campaigns, lead activation, segmentation and A/B testing.
• Working closely with Store Managers to drive the Loyalty KPIs for stores
• Working closely with Brands to foster working relationships and brand investment in CRM
• Marketing including partnering to organise VIP loyalty customer events in-store.
• Producing weekly reports for internal Senior Leadership Team Weekly Trade Meetings
• Upholds data governance standards and ensures data is captured consistently and
• appropriately across different touch points and channels, and in compliance with the GDPR regulations
• Management of 2 CRM Executives and 2 Digital Designers

Email Marketing

• Responsibility for planning, developing, implementing and maintaining the company's Email Marketing Strategy to drive both in-store and online sales, with focus on in-store sales.
• Preparing the Email Schedule to present the key marketing and trade messages from all
• departments across business through emails that keep customers engaged. You will need to balance requests from Buyers and brands with a commercial and data-led approach.
• Manage solus email bookings with brands so email is an income stream for the Marketing team.
• Share post-campaign analysis reports and invoices with brands.
• Supporting the Email Executives in producing creative briefs for the in-house Design team. Managing the team to deliver all emails on time to a high standard.
• Determines Email Marketing KPIs, including increasing Email sign-ups
• Using CRM budget wisely to support key email messages with additional CRM channels (push, SMS, in-store tickets).
• Reports on performance of all Email campaigns, preparing summaries for internal Senior Leadership Team Weekly Trade Meetings

Requirements of the role:

• Retail Marketing experience preferred, or with 'customers'
• A deep understanding and hands-on experience with Content Management Systems, preferably Ometria or a similar CMS
• Highly experienced in database growth and customer acquisition initiatives
• Highly experienced in customer lifecycle programs delivered via email, push and SMS
• Strong experience of planning, executing and delivering Email Marketing Campaigns
• A data driven and yet creative profile with a strategic and commercial mind, and strong
• analytical skills
• Ability to work in a fast-paced and dynamic environment, managing and prioritising multiple work streams simultaneously
• Excellent attention to detail essential
• Creatively-minded - with the ability to suggest new ideas and critique designs
• Excellent budget management skills
• Team player with excellent relationship building and communication skills
• A quick learner who is self-motivated and flexible, and enjoys working in a fast-paced
• environment
• Experience of managing a team preferred. Considerate management skills to nurture a team in their talents to create strong outputs for the business
• A keen interest in fashion, beauty, home interiors and retail is preferable