Halfords

An exciting role within the Group CRM team, for a Senior CRM Executive to support the development of our automation programme.

Halfords has a sophisticated automated email programme supporting our Halfords Motoring Club members and all our non-members. The programme extends beyond email into web personalisation, social, SMS and direct mail to enable a true omnichannel approach. This role is responsible for developing and optimising the programme using targeting and personalisation techniques, ensuring customer engagement and LTV is maximised.

Key Accountabilities

• Develop the existing CRM automated programme for all Halfords customer bases, focusing initially on email and looking for any opportunities within SMS, DM, Online personalization, Paid Search and Social, working closely with the CRM data agency, Web personalisation and Performance Marketing team.
• Design and build new automated campaigns to support business needs and/or using customer and data insight. Seek new design opportunities using CRM creative tools.
• 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.
• Assist with the optimisation of the contact strategy for Motoring Club members and non-members email programme.
• Be a representative of the Automation team to key stakeholders and lead relevant projects.
• Use new and available data models and customer data to create dynamic and highly personalised campaigns efficiently, plus test and learn to ensure campaigns drive the desired results. Look for opportunities for new data models.
• Use segmentation techniques to select audiences to target campaigns to the right customers, using the right channel ensuring that customers receive appropriate levels of contact.
• Develop a plan and carry out multi-variant testing.
• Constantly review performance, at weekly, periodic, and total campaign levels to advise the business on CRM performance and provide fact-based recommendations.
• Work closely with external partners: design agency, data providers, dynamic content agency and email send provider.
• Assist with transformation programmes and data integrations.
• Ensure all CRM activity is delivered within agreed budget.
• Carry out competitor reviews to establish best in class email & CRM activity.
• Assist with the wider CRM programme as and when required.
• Support new project developments when required.
• Become a super-user on all Halfords CRM systems.

Key Skills & Experience

• Experience working in a similar role - retail or services background an advantage.
• Experience of email automation and optimisation essential.
• Experience of personalisation techniques across multiple channels desired.
• Good knowledge and hands on experience with ‘Email Service Providers’ E.g., Cheetah Digital Marketing Suite.
• Experience of Apteco Faststats (Orbit) and Peoplestage an advantage.
• Obsessive attention to detail and takes responsibility for the accuracy of their work.
• Confidence and assertiveness when dealing with a variety of external agencies and internal stakeholders at different levels.
• Strong capability for analysing customer data and campaign data with strong inclination towards fact-based decisions. Must have hands on experience defining and selecting customer audiences
• Good understanding of databases and logic.
• 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.
• Passion for customer and constantly curious, obsessed with delivering 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 across the organisation, who can see how CRM operates within a broader marketing and overall business strategy.
• Enjoys working as part of a team.

Not sure you meet all the criteria? We'd encourage you to take the wheel and apply anyway! At Halfords we are committed to creating an inclusive workplace for our colleagues. We're an equal opportunities employer and proud to welcome applications from all backgrounds and embrace diversity within our one Halfords Family.