Halfords

Overview of the role

Due to the success of the Halfords Motoring Club, we have an exciting new opportunity within the Group CRM team for a Senior CRM Executive to help deliver our member communications program. You’ll join the Loyalty CRM team to create multi-channel campaigns that drive customer engagement and lifetime value.

Key Accountabilities

• Own the end-to-end management of Motoring Club CRM campaigns, including planning content, liaising with designers and building emails.
• Support week to week trading, ensuring the best content and promotions are delivered to members at the optimum time.
• Support the management of the annual member lifecycle, engaging new members, maximizing benefit redemption and minimizing churn.
• Manage supplier-funded inventory across Group and Halfords Motoring Club and execute solus campaigns as needed.
• Manage Halfords Motoring Club Partner promotion, working closely with the Loyalty team and external stakeholders to agree content and messaging. 
• Combine data and technology to create dynamic, highly personalised content and employ test and learn to drive continuous improvement with the goal of maximising engagement.
• Select data segments to create audiences, ensuring campaigns are targeted at relevant right customers, while ensuring that customers receive appropriate levels of contact.
• Constantly review performance, at weekly, periodic, and total campaign levels to advise the business on CRM performance and provide fact-based recommendations.
• Understand member behaviour in depth, using the wealth of data and insight available to respond directly to their wants and needs.
• Manage relationships with external partners: design agency, data providers and email send provider.
• Carry out competitor reviews to establish best in class email & CRM activity.
• Work with the creative agency to ensure emails are optimised for accessibility and they convey messages in an engaging and relevant manner within the Halfords brand guidelines.
• Ensure CRM campaigns are executed seamlessly across all channels.
• Assist with the wider CRM programme as and when required.
• Become a super-user on all Halfords CRM systems.

Key Skills & Experience

• Experience working in a similar role – retail, services or a loyalty background an advantage.
• Good knowledge and hands-on experience with ‘Email Service Providers’ E.g., Marigold Engage+ (Cheetah)
• Experience of planning campaigns across multiple channels while employing advanced personalisation techniques.
• Knowledge of Apteco People Stage and Fast Stats and Orbit an advantage.
• Obsessive attention to detail and takes responsibility for the accuracy of their work.
• Excellent numeracy skills, with strong analytical capabilities. Strong data mindset and inclination towards fact-based decisions.
• Hands-on experience defining and selecting customer audiences.
• Confident individual with excellent communication and copywriting skills.
• Excellent organisational skills with ability to operate on a wide range of topics and projects at one time.
• Enjoys working at pace in a fast moving and constantly changing environment.
• Strong problem-solving skills.
• A passion for customer experience and constantly curious, obsessed with understanding needs and wants to deliver the right message at the right time and with the right content.
• Can-do attitude and the determination to achieve results.
• Productive team member, collaborating effectively with all teams and at all levels of the organisation, who can see how CRM operates within a broader marketing and overall business strategy.
• Enjoys working as part of a team.