CRM / Direct Marketing Lead at The Estée Lauder Companies Inc.

Mission

•  Partners with brands, eCommerce and DCM teams both locally and regionally to define, implement and execute the CRM brand consumer journey (including loyalty programs where applicable), establish key KPIs to measure success, drive best-in-class analysis and sharing across all brands
•  Drives the implementation of the full omnichannel CRM strategy in the affiliate, delivering regular KPI’s and ways of improving these KPI’s across the full affiliate (brands & omnichannel view, including 3rd party where applicable, e.g. Retail.com, Pure Players, etc.)
•  Responsible to drive and manage the implementation and daily operations of Direct Marketing capability (email/SMS/web push/Social Media push) via ELC approved 3rd party vendors and platforms

Key Roles and Responsibilities

Defines CRM roadmap to support brand equity and growth

• Partners with brands, and DCM teams to define the consumer journey (triggers definition, marketing pressure, relational program, loyalty program,…) and establishes key KPIs to measure success and drive best-in-class analysis
• Supports the development, increase, refinement (data quality) of the brand consumer database, as well as improving the repeat / retention levels for all brands
• Analyzes omnichannel performance to drive business strategy, profitability and future campaign investment
• Gathers and analyzes complex datasets across various platforms to provide key insights on consumer preference, define optimal consumer segments, campaign performance and market competition
• Is the key interface between the affiliate brand teams and the regional CRM / CI team to implement Global / Regional CRM / CI strategy in the affiliate
• Advises commercial team to negotiate sharing of CRM data and insights with retailers

Defines metrics to assess success of campaign initiatives across consumer touchpoints

• Executes new analytics practices that augment consumer behaviour knowledge and improve CRM/media targeting ROI
• Provides ongoing digital data analysis on consumer behaviour and engagement through quantitative and qualitative analytical tools
• Measures and tracks new opt-ins, repeat and retention KPI's, consumer life time values for all brands
• Supports presentation of CRM key findings, insights and recommendations to Consumer Marketing partners and brand leadership

Implements CRM tools and techniques in the affiliate

• Partners with regional CRM team deploy new CRM tools, with a specific focus on Braze and CDP
• Trains local teams (brands, DCM) on CRM tools and techniques and ensures usage
• Own power user portfolio for Braze, and drive correct planning and implementation of all Direct Marketing campaigns in close partnership with eCommerce team, and Consumer Marketing Managers.

Qualifications
Education and Experience

• Relevant University Degree
• 3-5 years in a CRM/Campaign Management role
• Required prior experience with a CRM / email deployment tool e.g. Eloqua, Hubspot, Braze, Salesforce, SendInBlue etc.
• Prior experience in driving and managing CRM strategy and implementation in B2C
• Position can be either Hybrid if based in Gauteng, or fully remote if located in Cape Town. If the latter, employee will be expected to travel to Head Office at various intervals to meet and engage with internal stakeholders.
• Highly analytical – analyzes & utilizes facts effectively for presentation to decision makers. Must be comfortable with analysis to drive decision making.
• Significant digital marketing experience, including previous experience in analysis and continuous improvements of performance marketing, including e-commerce
• Proven experience in effectively implementing customer centric performance models, including set-up, reporting and modelling.
• In-depth understanding of all Direct Marketing principles and methods, including Ops planning and reporting requirements.
• Prior experience with Audience led - Trigger Based Marketing.
• Proven experience in Managing and establishing Loyalty programs
• Proven experience and certification in Google Suite of products, incl. GA360
• Proven experience in CRM BI audience segmentation and reporting across platforms
• Successful track record of working in a cross-collaborative way – able to develop relationships with all stakeholders.
• Great project management, organizational and analytical skills
• Must be an effective communicator who is self-motivated and able to inspire confidence and respect, motivating both direct and indirect reporting employees via a coaching and development mentality and focus.
• Has the ability to think strategically but also has an eye for the detail.
• Ability to challenge the status quo and has the experience and characteristics to respond quickly to the changing environment.
• Able to effectively build and proactively leverage internal and external networks.
• Must exhibit the highest personal and professional ethics.