CRM Manager

Customer Marketing London, United Kingdom


The role:

The CRM Manager will define and deliver Farfetch’s CRM strategy across email, push and SMS marketing, managing a team of CRM Assistants to execute the plan and optimising continually with test-and-learn activity. You will develop a strategy that will deliver revenue targets for retention channels and drive future growth.

The role will be ideal for someone who is looking for an exciting growth opportunity in a fast-paced environment and is looking to make an immediate impact. You will be a good communicator and passionate about all things digital. You will execute CRM marketing strategies based on commercial objectives and implement creative, cost-efficient campaigns to drive quality subscriber growth and customers.

What you'll do: 

  • Design and deliver Farfetch’s CRM strategy, including the forecasting, planning & budgeting processes in order to meet agreed KPIs & targets
  • Oversee execution of CRM strategy, managing a team to deliver retention communications across email, push and SMS
  • Manage complex campaign delivery through team prioritisation and resource planning
  • Launch new automated personalised CRM campaigns, working with BI, Data Science and Product on data requirements
  • Devise strategies for optimising the data capture of email subscribers on-site in order to optimise list growth
  • Collaborate with regional CRM teams on country-specific activity
  • Work with email developers to optimise email and push templates for performance and production efficiencies
  • Measure performance of CRM channels, build and analyse relevant reports, oversee test/ control design and execution and provide actionable recommendations and next steps from the results
  • Understand customer financials to build cost-effective CRM programs
  • Be the lead point of contact with Responsys (ESP) to ensure the team is adopting new technology and maximise usage of the platform
  • Have a test and learn approach to new digital marketing initiatives and support the roll out of test learnings across the global campaigns
  • Manage and develop a team of CRM Assistants/Executives. Recruit talent in line with the needs of the business

Who you are:

  • 5+ years’ experience in an analytical CRM role
  • Education: Degree from a top tier university
  • Experience of planning, building and executing complex testing programs (a/b, multivariate etc.)
  • Management experience – proven experience managing direct reports
  • Outstanding execution skills with strong attention to detail
  • Outstanding work planning and time management skills: ability to prioritize
  • Excellent communication skills and confidence in presenting to and working with senior team members
  • A passion for numbers and outstanding analytical skills including:
    • Ability to analyse and communicate insights regarding all key digital marketing metrics
    • Ability to build performance reports
    • Ability to build business cases and perform thorough sense checks on numbers
  • Able to appropriately combine attention to detail with longer-term big picture/strategic thinking
  • Experience working in an international business & large scale database
  • Experience using analytical tools e.g Tableau, Looker, Google Analytics, Excel, SQL preferable (but not a must)
  • Experience working with an Email service provider (preferably Responsy’s or similar tier 1 platform) or Push provider (LeanPlum, Braze etc)