Marketing Automation Specialist

The CRM Analyst sits within the Digital Marketing and is responsible for planning, executing and optimising digital CRM campaigns that drive acquisition, retention, reactivation and lifetime value acrosse-commerce and app customers. Working closely with the Digital Growth team, Digital Marketing team and Corporate Loyalty and CRM teams, the role owns the end-to-end delivery of lifecycle communications for ecommerce campaigns and activities email, push, in-app, WhatsApp and SMS and applies segmentation, A/B testing, automation and performance analytics to grow active customers, order frequency and revenue from owned channels, while continuously improving deliverability, audience targeting and campaign ROI.

• Plan, build and execute digital CRM campaigns (email, push, in-app, WhatsApp and SMS) for e-commerce customers, in close collaboration with the Digital Growth, Digital Marketing and Corporate CRM teams.
• Own day-to-day campaign operations on the CRM/engagement platform audience building, segmentation, scheduling, QA and deployment.
• Design and run A/B and multivariate tests across subject lines, creatives, offers, send times and channels to improve open, click-through and conversion rates.
• Plan, implement and optimise automated, multi-step customer journeys across the lifecycle (onboarding, browse and cart abandonment, win-back, replenishment and post-purchase) and multiple touchpoints.
• Monitor and maximise customer lifetime value, ensuring profitability by optimising CRM KPIs (open, CTR, conversion, retention, churn and revenue per send) against weekly and monthly targets.
• Continuously improve deliverability and channel health – copy, coding, frequency capping, segmentation, opt-in/permissions and sender reputation.

Initiatives

• Support the Digital Growth team in designing and scaling CRM-led growth initiatives that increase active customers, order frequency and average order value across e-commerce.
• Build and manage acquisition-to-retention lifecycle programmes that move new and one-time buyers into repeat and loyal customers on the e-commerce app.
• Identify high-value and at-risk segments and design targeted reactivation, cross-sell and up-sell campaigns to grow owned-channel revenue.
• Partner with Growth and Ecommerce on promotional calendars, category pushes and seasonal campaigns, aligning CRM activity with wider digital growth and trading plans.
• Test and roll out new channels, personalisation and automation use-cases, sharing learnings to scale what works across markets.

Content and Creative

• Liaise closely with the content and creative teams on the design and copy of email templates, push, in-app, WhatsApp and SMS, ensuring brand-consistent, mobile-first and conversion-focused creative.
• Brief, review and QA dynamic and personalised content, and share performance results to continuously optimise creative, copy and offers.

Analytics & Reporting:

• Design, build and run CRM and campaign performance reports and dashboards (weekly, monthly and quarterly) covering campaign measurement, channel performance and customer segmentation.
• Own CRM data integrity and accurate audience and segment definitions, working closely with the Data and Ecommerce teams.
• Track and report CRM contribution to growth KPIs – active users, retention, frequency, conversion and revenue from owned channels – and translate insights into clear, actionable recommendations.
• Provide regular and ad-hoc analysis for stakeholders, including campaign deep-dives and cohort and funnel analysis.

Other Business Stakeholders

• Liaise with the Corporate Loyalty & CRM team to maintain consistency across markets.
• Work closely with the Corporate Loyalty team on all loyalty- and rewards-related communications through email, push, in-app, SMS and WhatsApp.
• Share CRM KPIs and insights with the Digital Growth, Digital Marketing and Corporate Loyalty teams to optimise omni-channel performance.

Cross Functional Responsibilities

• Run CRM for Markets (e-commerce exclusively) and share best practice, learnings and guidelines across markets.
• Liaise closely with individual countries to tailor communications to local patterns and preferences, respecting brand guidelines.