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CRM Data Strategist


Job Number: 26885

Location: Acton Support Centre (123)

Contract: Full Time / Permanent



We are passionate about technology, and the eyes and ears of the customer, our role is to champion customer insight across the business to deliver a true customer centric CRM programme working closely with Customer Data, Analytics & Insight teams as well as Agencies, Commercial Categories & Services teams. Collaboration and being a competent and mindful team player is absolutely crucial, whilst also being comfortable with owning and maintaining relationships and projects with key senior stakeholders.


The Role

Ensure we have a clear and coherent data strategy to execute our consumer strategy and deliver maximum ROI on marketing spend through seamlessly integrated planning
Mine data & translating into actionable insight about addressable audiences, to drive targeting
Build our measurement and reporting capabilities, so that we have a clear understanding of the customer and our marketing effectiveness
Develop and manage a test programme and targeting strategy for all aspects of the CRM programme

Key Responsibilities

Construct and deliver a data-planning strategy covering omni-channel campaign management, to support delivery of our CRM programmes
Identify opportunities within the data to drive improvements in our communication programmes and add value for the Customer 
Translate strategic objectives into data and analytical deliverables, making sure outputs are actionable, improve customer decisioning and evaluation 
Provide clear direction and detailed briefs to our analysts for the development of data segmentation, modelling and profiling for CRM and digital campaigns 
Define clear measurement methodology for all campaigns, delivery of appropriate post campaign analyses and interpret results to report campaign performance back to the business
Forecast commercial impact and make recommendations on how to maximise performance and ROI 
Lead the test and learn agenda, feeding into improving customer experience across channels
Support the Senior CRM Manager with annual and quarterly campaign planning 
Support the Senior Data Strategist in all strategic data initiatives to support the business objectives
Understand how to integrate and implement strategic data initiatives into a campaign planning landscape
Ensure that campaigns are legally compliant with the General Data Protection Regulation, other regulatory controls and internally developed contact policies

Key Skills/Experience

Strong understanding of CRM segmentation and database marketing with solid analytic ability to clearly translate results into actionable insights that deliver business value
Proven experience in aligning marketing strategy with clear data capability plan.
Experience of defining and delivering successful data strategy and customer measurement.
Interest in keeping abreast of industry developments, to bring innovation & creativity to use of internal/external data 
Experience in Big Data Analytics landscape (e.g. Spark, Adobe, Hadoop, SAS, SQL, BI)
Hands on analytical experience, with the ability to mine data 
Commercially astute with the ability to evidence recommendations that deliver commercial value 
Logical thinker who can work through complex sets of data and map decision logic in a structured and efficient manner   
Excellent communication skills with the ability to explain complex logic and business rules simply 
Exceptional attention to detail and ability to deliver accurately and on time
Clear understanding of data regulations and GDPR