CRM Manager - Allen Solly

Designation: Manager

Location: India Karnataka BLR Yemalur - Block 2

Organization: Fashion & Retail

Job Description:

Job Purpose

To contribute towards superior loyalty among brand customers and drive repeat revenue targets for the brand. To conceptualize and drive brand wide initiatives including store launches, product launches & customer connect initiatives. Additionally to provide BTL support for focus region/channel/stores.

Job Context & Major Challenges

Key Challenges:

Internal:

To periodically review the loyalty program structure and make required changes to create more efficient program.

To coordinate with multiple internal teams including retail operations, marketing, visual merchandising & merchandising to align effective BTL & CRM communication, as per brand’s requirement.

To design & execute campaigns, matching marketing calendar & stories to channel’s requirement.

To plan and execute campaigns that ensure achievement of brand’s repeat revenue targets.

Create effective reporting and training programs to bring in transparency and support business decision making for the brand teams.

External:

Conceptualise the team structure to ensure analytics, campaign design & creative capabilities to carry out end-to-end CRM campaigns.

Stakeholder management in terms of managing external vendors, controlling costs & controlling their communication mechanism with the internal teams including customer service, operations & marketing teams.

Key Result Areas

KRA (Accountabilities) (Max 1325 Characters)

Supporting Actions (Max 1325 Characters)

KRA1

Drive Repeat revenue growth

Design CRM calendar for the brand in line with marketing calendar & channel requirments.

Drive and achieve brand’s repeat revenue, repeat transaction & unique transactors base

To drive (growth of) percentage contribution of repeat revenue to overall brand’s NSV targets

To manage other repeat customer related KPIs including repeat ABV/ABS, Repeat discount, points liability, earn to burn ratios

KRA2

Managing Budget

Ensure optimum utilization of budget in line with brand’s repeat revenue targets, growing consumer base & communication channels.

KRA3

Loyalty program management

Carry out periodic checks & market mapping to determine the health of loyalty program and make structural changes if required.

To keep track of other important KPIs including earn/burn ratios, loyalty point outlay, loyalty points redemption etc. to manage financial liability to the brand.

To create programs, projects around retention of key customer segments

KRA4

Drive Operational Excellence

Train & educate front end teams, including store teams, on the technical & softer aspects of customer relationship management

Create a reporting & review mechanism to ensure data flow within the brand around existing customers, including customer voice, buying habits & customer escalations

Drive and control hygiene activities of data collection as part of new member enrollment, including enrollment rates, enrollment data hygiene etc.

Drive and manage data sanity of CRM database & flow of data to internal team including IT, Teradata etc.

KRA5

Campaign management

Design & execute effective campaigns to drive increment sales

Work towards improvement of campaign response rates

Design campaigns to support key brand initiatives including ATL stories, new season launches & festive markets support.

KRA6

Vendor management

Manage external vendor to carry out the work items (including analytics, creative management & campaign design) related to CRM campaigns

Define the work scope of external vendors, review the quality of work

Manage (and optimize) fixed costs related to external vendors & control ‘per campaign cost’ through effective planning.

KRA7

Team Management

Recruitment- Hire Store Manager under RM¿s guidance

Store manager quarterly appraisal/ performance review

Motivate and engage the team at the stores

Sales Targets- Sets weekly targets for the stores in line with trend of the market, expectations of business from his area and store team's views

Spend Budget- Compliance monitoring, Set monthly spends.

Training- To work with CCAs / SMs to improve specific skill area. Cross transplant skills across stores. Ensure compliance to the training calendar