Career Opportunity

CRM Strategy Manager

Ref #:

5575839

Department:

Marketing

City:

London

State/Province:

London

Country:

United Kingdom

Company Description

What began almost 50 years ago with a collection of ties has grown into an entire world, redefining the American style. Ralph Lauren has always stood for providing quality products, creating worlds and inviting people to take part in his dream and his lifestyle. Building on the brand’s continued success, Ralph Lauren is multiplying the initiatives to further strengthen its European presence with a strategy geared towards locations that reflect the vision and philosophy of the Ralph Lauren brand.

Position Overview

We are seeking a passionate and highly motivated individual to join the European Customer Insights & CRM team. Reporting into the CRM Director, the successful candidate will be responsible for driving the CRM strategies for all direct to consumer channels.

Essential Duties & Responsibilities

DRAW THE CRM VISION FOR RALPH LAUREN IN EU, DEFINE PRIORITIES FOR IMPLEMENTATION AND MARTECH TOOLS NEEDED & DRIVE STRATEGIC DECISION MAKING

  • Own the strategic design of the CRM way forward at Ralph Lauren EU from a data perspective, aligning with the short and long term Business objectives, and in partnership with internal teams (Martech, CRM & Email) and external data consultancy agency

CHALLENGE THE ROADMAP OF CRM AI MODEL BUILD FROM EXTERNAL AGENCY, DEFINE HIGH LEVEL USAGE FOR EMAIL COMMUNICATIONS & DRAW LEARNS FOR FUTURE MODEL DEVELOPMENTS

  • Review the roadmap and prioritization of AI models build from our external data agency, challenge and initiate the build of new models to meet Business requirements short term and long term
  • Define high level tests to put in place, advising for potential gains and ensure the transfer of the strategy to the Business Forecasting teams and CRM team for deployment in specific campaigns
  • Build high level strategic presentations on Models plans and effective incremental results, and determine next steps for models improvements/new models

LEAD THE CUSTOMER JOURNEY ORCHESTRATION STRATEGY, ENSURE THE CONSISTENCY OF THE IMPLEMENTATION & HIGH LEVEL RESULTS REPORTING ACROSS ALL TOUCHPOINTS

  • Map high level customer journeys across all touchpoints, and identify the priority blind spots from a Business standpoint to tackle through the new proposed Marketing technologies, in partnership with the Martech team
  • Select most important journeys topline to activate via Marketing tools available, in order to drive incremental revenue in the short and long term, and define at a strategic level the communication/messaging content
  • Transfer the strategy to the CRM team for orchestration, activation of these journeys in concrete terms, using the new Customer Data Platform, the new Content Personalization Platform and relevant Marketing activation tools (Email, Social, Mobile, Web…). Sense check of the delivery of consistent messaging across all touchpoints in accordance with the topline strategy
  • Forecast and report on incremental results linked to customer journey orchestration

UNDERSTAND, PRIORITIZE AND ASSESS THE DATA AND NEW MARKETING TECHNOLOGIES NEEDS FOR CRM (IN PARTICULAR THE NEW CUSTOMER DATA PLATFORM AND PERSONALIZATION PLATFORM)

  • Understand the future data stacks, platforms, technologies and structures related to Marketing purposes (New data capture tools, new Customer Data Platform and Personalization Platform in particular) and assess priorities and usage for CRM at a strategic standpoint
  • Assess the success of these tools, and the related improvement of Marketing performances
  • flagging major discrepancies to CRM teams

Experience, Skills & Knowledge

PREVIOUS EXPERIENCE

CRM and Data Platforms experience within relevant consulting agency, an FMCG group or tech companies

EDUCATIONAL QUALIFICATIONS

Bachelor’s degree in a quantitative field, e.g., Business, Economics, Engineering, Statistics, Computer Science, Mathematics

PERSON SPECIFICATION

  • Strategic thinker with the ability to see/understand the big picture, develop new ideas and think through creative solutions
  • Proven analytical and quantitative skills, strong attention to detail, and an ability to use data and metrics to back up assumptions, develop business cases, and complete root cause analyses
  • Excellent written, verbal, presentation, and interpersonal skills, including an ability to communicate complex concepts clearly and concisely with technical and non-technical teams across multiple business segments
  • Demonstrable project management and planning skills and familiarity with setting up, running, and improving business processes
  • Independent mindset, with a strong curiosity for discovering new technologies, CRM and screening for Market improvements
  • Business Spirit, with an affinity for Retail, the Apparel or Luxury Industry
  • Team player, with an experience in people management
  • Mastery of Excel, PowerPoint and Word
  • Experience in SQL or fundamental understanding of relational databases, Tableau coding (Python, R, or Javascript) tool a plus

CRM Strategy Manager