CRM Manager

Reporting into the Head of Marketing - Leafio, the CRM Manager responsible for leading the CRM strategy for the Leafio business unit.

The CRM Manager is responsible for the development, execution, and continuous refinement of multi-channel campaigns and lifecycle communications that drive the activation, retention and customer lifetime value of Leafio pharmacies.

The CRM Manager works closely with data, product, content/ design and technology teams to continuously improve and enhance the customer experience whilst driving channel best practice and data compliance.

Key Responsibilities:

• Lead a Team of CRM Marketing Specialists
  • Lead a team of CRM marketing specialists across lifecycle automation, marketing and operational campaigns ensuring team OKRs and deadlines are met and best practice is followed.
  • Mentor team members on their career development, providing them with opportunities to take on new skills and initiatives.
• Manage the Delivery and Execution of CRM Activity
  • Traffic manage and prioritise all CRM marketing requests across the business based on value and impact.
  • Manage the implementation of end-to-end email marketing campaigns, from copywriting briefs, design, QA, and campaign scheduling.
  • Work collaboratively with creative on design including channel best practice.
  • Work collaboratively with data, engineering and tech teams on requirements and participate in solution designs and concepting.
  • Recommend and implement CRM end-to-end process improvements.
• CRM Strategy, Engagement and Retention
  • Develop the CRM strategy across onboarding, activation, retention, and engagement.
  • Collaboratively, map out the customer journey (contact strategy) and key moments that will deliver a best in class experience.
  • Develop the campaign framework & content journeys that will deliver customer engagement and interactions that deepen the relationship.
  • Develop segmented CRM strategies driving value and loyalty across segments.
  • Create and implement ABM strategies to nurture and grow the relationship with that account
  • Utilise data-driven insights to optimise the CRM function**.**
• Customer Research, Data Driven and Audience
  • Utilise multiple data sources to generate insights and understand results.
  • Lead the team to use key data to segment and target audiences effectively, personalising communications.
  • Recommend optimisation techniques the team can utilise including A/B testing and control groups.
  • Conduct customer research to understand preferences, behaviours, and sentiment.
• Data Governance and Compliance
  • Safeguard the brand through Privacy and SPAM act compliance and best practice.
  • Stay up to date on legislation changes and educate the team and stakeholders.
  • Be familiar with TGA requirements to ensure we are breaching marketing legislation of schedule 8 drugs.
  • Capture customer consent and personal data at key stages of the customer lifecycle that assist in profiling and personalisation execute comprehensive CRM strategies, including acquisition, lifecycle, and retention initiatives.
• Data Analysis and Reporting
  • Work collaboratively with the data team to identify and improve CX and conversion in CRM communications.
  • Drive a test-and-learn culture and conduct ongoing A/B + multivariate testing.
  • Establish base metrics to measure and report/monitor on an ongoing basis.
  • Imbed standard automated campaign reporting to review results and performance.
• CRM and Marketing Automation Management Support
  • Provide guidance to the CRM and wider team on conditional logic, segmentation and topics related to Marketing Automation tools, as well as troubleshooting issues.
  • Ensure maintenance of our CRM and Marketing Automation tools, best practices and procedures, including data management, privacy standards and system updates.
• Objectives and Key Results (OKRs)
  • Deliver on individual and set team OKRs as determined by the business

Requirements

You love the opportunity to innovate, have impact and take the urgency and ambiguity in your stride that often come with working for a company on a mission to drive change, and to scale, at a pace.

In addition to these foundations, you will have:

• Demonstrated experience as a leader in CRM, lifecycle or marketing automation roles.
• Successful history leading a team of marketing specialists.
• Strong understanding of creative and production best practice processes across eDM.
• Experience developing and implementing CRM strategies and optimising customer lifecycle journeys.
• Experienced at accurately interpreting briefs, thinking strategically and critically on the best way to achieve campaign outcome
• Experience building and executing high quality, innovative campaigns.
• Ability to continuously improve marketing copy fit for channel.
• Experience in reporting & performance monitoring frameworks for marketing automation.
• Experience using enterprise-level ESP, CRM or Marketing Automation tools e.g. Braze, Figma, Salesforce Marketing Cloud, Oracle Marketing Cloud. Experience with Braze is highly desirable.