The CRM & Marketing Automation Manager is responsible for is responsible for overseeing and implementing all automated marketing campaigns, managing and driving growth of the BTL communications, ensuring all revenue opportunities from the CRMs are maximised and the company and resellers clients can make the most out of the marketing opportunities it offers.
Duties of a CRM & Marketing Automation Manager include:
- Working closely with the sales and marketing director to provide guidance on how to maximise current and prospective relationships through the use of the CRM.
- Ensure the CRM provides an effective sales funnel and efficient sales process.
- Analysis of the current CRM and ensuring it’s fit for purpose and the goals of the organisation.
- Define requirements for effective use of the CRM and its infrastructure.
- Making sure the CRM is customer focussed and working to maximize its effectiveness for sales and distribution.
- Working with external agencies and suppliers to ensure the successful delivery of the CRM plan.
- Planning, managing and delivering multi-channel, digital CRM marketing campaigns.
- Ensure return on investment through KPI’s and performance metrics.
- Championing and driving through necessary CRM changes ensuring full buy in from all stakeholders in the business.
- Planning and delivering CRM strategies across the company encouraging customer retention and customer loyalty.
- Deciding on the CRM platform structure and architecture ensuring it works seamlessly across the organisation and captures all required information at key points in the customer life cycle.
- Customer Journey Mapping analysing touch points with the organisation and maximising commercial opportunities.
- Working closely with all departments to ensure the CRM works effectively for all aspects of the company.
- Overseeing direct communications with customers through the CRM.
- Monitor and maximise customer lifetime value strategies ensuring maximum profitability.
- Ensuring the database is segmented effectively for targeted marketing activities.
- Overseeing the migration of all direct communications to lower cost mediums such as SMS and email.
- Developing testing strategies for all aspects of the CRM to ensure the most effective approach for the company and its products.
- Establishing a range of automated marketing campaigns based on various criteria.
- Reviewing existing marketing campaigns across the business and automating where appropriate.
- Delivering a steady stream of qualified leads for the organisations.
- Ensuring all platforms within the business communicate with each other to remove discrepancies.
- Implementing lead scoring practices to enable higher conversions of quality leads.
- Implementation of a marketing automation platform for the business.
- Carrying out A/B testing on automated marketing campaigns to maximise results.
- Segmenting audiences and optimising campaigns to increase effectiveness.
- Reporting on all campaigns and making changes where necessary.
- Working collaboratively with other departments to ensure automated campaigns achieve company goals.
- Work unsupervised, meet KPIs and time deadlines, as well as manage a large number of multiple campaigns simultaneously.
- Prepared to build and manage a dedicated team, leading with your knowledge and expertise.
Background of the CRM & Marketing Automation Manager
- Extensive experience using Marketing Automation platforms such as Active Campaign.
- Strong analytical mindset and an ability to analyse campaigns.
- Relevant industry experience would be a strong advantage.
- Excellent email marketing and campaign experience is essential.
- Excellent technical knowledge of other CRM and analytical systems.
- Must have a strong commercial outlook and the ability to manage project delivery through internal and external stakeholders.
- Excellent understanding of CRM principles in a B2B and B2C environment.
- Extensive experience of direct and digital marketing ideally in a similar industry.
- Strong background in customer acquisition, re-engagement and retention strategies.
- A Confident and articulate communicator capable of inspiring strong collaboration in an organisation.
- First Class English Communication Skills (particularly in writing)