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Deputy Manager/Manager – CRM and Loyalty
6 months ago
Job Details
- Job Title-Manager – CRM and Loyalty
- Function-Marketing
- Sub Function-Analytics and CRM
- Location-Mumbai
Job Summary
- Responsible for growing Customer Lifetime Value & Incremental Revenue, through key metrics such as Retention & Frequency, across all channels including owned digital assets like McDonald’s App and McDelivery App
Organizational Relationship & Reporting Structure
- Reporting To-Lead – Business Analytics
- Direct Reports-NA
- No. of Indirect Reports-SPOCs of CRM and Data tech agencies
Job Responsibilities
Description of responsibility
Planning / Strategy-
- Develop and execute an omni-channel CRM strategy based on actionable segmentation & insights that enables improved frequency and retention, especially of the most valuable customers, with identified levers for nudging.
- Build the Loyalty program as a key business driver, improving frequency and retention on the McDonald’s App
- Leverage the suite of CDP, marketing technology solutions and other new-age solutions to grow personalization and relevance of consumer experiences to improve conversions, CTRs
Key functional responsibilities
- Plan & execute CRM and Loyalty campaigns to grow overall frequency & retention, with special focus on highly valuable customers.
- Execute campaigns across all channels, including owned digital assets like McDonald’s App, McDelivery App and Website improving customer engagement.
- Improve the quality of customer acquisition campaigns through lookalike and such techniques. Also, identifying segments and developing tactics that would enable organic acquisition of customers from other Owned offline channels.
- Develop the CRM and Loyalty campaign calendar, review and monitor execution on a regular basis.
- Constantly improve RoI (cost per transaction) by analysing campaign performance and business trends to develop insights and strategic recommendations for campaign optimizations
Process Improvement & Operational Efficiency
- Ensure execution of the agreed quarterly business plans
- Process improvement techniques to improve efficiency
Interactions
Stakeholder Interactions (Within the Organization)
- Internal functions like Category team, Media, Finance, Operations and Strategy Planning & Insights, Regional Marketing
Stakeholder Interactions (Outside the Organization)
- CRM & Analytics agency
- Email, SMS and other media partners
Geographical Scope- India – West & South
Job Requirements
- Educational Qualification-Graduate/PG/MBA in Marketing
- Preferred Total Experience-5 to 6 years
Preferred Relevant Experience
- CRM experience including Mobile/ Web customer engagement to grow frequency and retention, to a large customer base.
- Proven track record of report review and analysis, generating quality strategic insights and recommendation.
- Experience in CDP, marketing technology solutions like Salesforce, Adobe, Oracle, Netcore etc.
- Prior experience with CRM agencies is preferable