Senior CRM Program Manager - FMCD/Retail

Role Summary :

- Ideate and implement analytics driven strategic initiatives to drive growth, retain existing and attract new customers for Plan & execute customer engagement programs for stores and with a 360 omnichannel approach

Summary of Role Responsibilities :

- Drive Digital collaboration initiatives that will enhance customer experience, loyalty and generate customer enthusiasm for new products thus amplifying sales and market share

- Engage with new and emerging cutting-edge retail technology companies

- Increase customer delight through festive offers, birthday wishes etc.

- Manage the CRM campaign calendar (email, SMS, coupon campaigns) end to end in coordination with the partnering agency

- Drive omnichannel shopping with special focus on increasing loyalty and customer visits to

- Draw analytical insights for offline and online customer behaviour & recommend strategies to maximize omnichannel customer lifetime value across all touchpoints

- Derive actionable insights and drive change programs impacting product, price and promotion

- Build and drive Gift card business

- Aid retail operations through qualitative and quantitative consumer research (customer interviews, data analytics)

Key Job Responsibilities :

Strategic initiatives :

- Conduct market research, competition analysis, customer segmentation and gather consumer insights

- Identify opportunities by analysing data to increase sales profitably, prescribe the actions to take and track those actions by financial impact

- Drive Digital collaboration initiatives that will enhance customer experience, loyalty and generate customer enthusiasm for new products thus amplifying sales and market share

- Engage with new and emerging cutting-edge retail technology companies

Customer Engagement :

- Influence through offers and communication to cross sell and upsell at point of sale

- Increase customer delight through festive offers, birthday wishes etc.

- Retain and influence existing customers for repeat visits to store (launches, offers etc.)

- Manage the CRM campaign calendar (email, SMS, coupon campaigns) end to end in coordination with the partnering agency

- Drive omnichannel shopping with special focus on increasing loyalty and customer visits to

- Tie up with external vendors/partners to reach out to bigger customer base and build brand awareness

- Acquire new customers from other formats, registrations and data quality

Analytics :

- Provide usage/buying behaviour of customer and comparative analysis for driving campaigns to stores/concepts

- Provide store level analytics for low performing stores / products

- Provide cross concept level analytics to understand and influence buying behaviors

- Build proactive models to build customers

- Perform A/B testing to identify what is working and not working

- Draw analytical insights for offline and online customer behaviour & recommend strategies to maximize omnichannel customer lifetime value across all touchpoints

- Derive actionable insights and drive change programs impacting product, price and promotion

- Aid retail operations through qualitative and quantitative consumer research (customer interviews, data analytics)

- Partner with business teams and analytics agencies to understand key triggers to drive repeat purchases in various categories

- Create reporting dashboards and oversee marketing campaign performance reporting to the business teams

- Partner with IT team to implement new CRM features to constantly improve customer experience

Gift cards :

- Build gift cards portfolio through business development and brand development

- Work with external vendors for driving sales

- Drive internal teams to focus on gift card business