• CRM Specialist

    Job Locations United Kingdom-London
    ID
    2019-5395
    Function
    Circulation
  • Introduction

    The Economist Group logo

    The Economist is a leading source of analysis on international business and world affairs, published weekly in print and digital editions, and daily through our apps and website. We deliver our information through a range of formats, from newspapers and magazines to conferences, films and audio. What ties us together is the objectivity of our opinion, the originality of our insight and our advocacy of economic and political freedom around the world.

    We are seeking a CRM Manager/Specialist to develop our communications infrastructure and capabilities as we re-platform onto Salesforce Marketing Cloud.  The successful candidate will play a pivotal role in the growth and development of our global subscription base, focusing on the creation, implementation and optimization of customer lifecycle communications across all channels, with the aim of improving customer loyalty and retention.

    The CRM Manager/Specialist will play a pivotal role in designing and executing a subscriber-centric contact management strategy, working closely with marketing and technical teams to translate customer communication requirements into effectual, automated journeys within Salesforce Marketing Cloud. This role will also champion CRM best practice, ensuring that as a marketing function we’re continually testing and optimizing on every aspect of the communications mix.

    Accountabilities

    How will you contribute:

    • Manage the creation and implementation of customer journeys across all parts of a customer’s lifecycle within Salesforce Marketing Cloud
    • Work with marketing teams across channels and various stages of the customer lifecycle to understand and document customer communication requirements
    • Translate these requirements into fully mapped-out customer journeys, detailing communication triggers, business rules, audience segments and touch points
    • Clearly brief technical teams and project manage the implementation of journeys and communications from concept to launch
    • Monitor and report on performance of customer journeys, making recommendations for changes and developing a testing strategy to continually optimise journeys
    • Ensure that journeys are optimally configured for testing and supporting the marketing teams in making changes to journeys directly within Salesforce Marketing Cloud
    • Ensure that marketing teams are adequately trained on the SFMC platform and helping establish a culture of communications and CRM best practice.
    • Manage customer segmentation and audience selection on behalf of the global group marketing teams, establishing contact frequency rules and a campaign calendar to ensure audience communications are correctly managed.
    • Project manage changes to other communications within Salesforce Marketing Cloud, including Editorial newsletters, liaising with stakeholders from different platforms to ensure testing and smooth delivery.
    • Take responsibility for day to day operational management of Salesforce Marketing Cloud, including monitoring of Contact and Message volumes to keep within contract allowances, and regular archiving of old campaigns and data.
    • Oversee the delivery of all CRM communications and marketing campaigns, establishing and reporting out on key performance metrics
    • Identify and quantify opportunities to develop new innovative automated CRM programmes to drive additional value add for our paying subscribers
    • Take ownership of Data Privacy practices within Salesforce Marketing Cloud, working closely with the data privacy team to ensure compliance and establish processes to manage privacy and protection on an ongoing basis.

    Experience, skills and professional attributes

    The ideal skills for this role are:

    • Experience of planning and managing customer journeys across multiple channels, with a proven track record in managing multi-faceted CRM programmes
    • Working knowledge of Salesforce Marketing Cloud (particularly Journey Builder) and other marketing automation platforms
    • Experience of collaborating with technical teams to deliver new initiatives. Comfortable discussing complex technical set ups and detailed data flows.
    • Skilled in using data and audience segmentation to create targeted, relevant communications
    • Demonstrable understanding of test and learn best practice in driving customer centric user experiences and communications
    • In-depth experience in leveraging both transactional and behavioural data to drive effective and increasingly personalised communications
    • A comprehensive understanding of the key factors influencing customer loyalty and retention
    • A good understanding of the latest developments in digital marketing and a forward thinking mind-set that seeks out new opportunities to transform existing capabilities
    • Working knowledge of HTML and Ampscript would be an advantage
    • Understanding of data privacy principles and best practice

    Personal attributes:

    • A self-starter with the ability to take ownership and a desire to solve problems
    • Project management experience, skilled in priority setting and time-management
    • Analytical with excellent proofing skills and attention to detail
    • Highly numerate, good with spreadsheets and visualizing data
    • Ambition to shape and develop your role in the medium and longer term
    • A confident communicator, with the ability to clearly explain technical requirements to a range of stakeholders

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