Senior CRM Executive

Job Summary

Required Qualifications

• •Proficiency in building, deploying and testing CRM campaigns
• •Experience using Dotdigital or a similar ESP/ Customer Engagement Platform
• •Experience using data, insight and segmentations to define targeting groups
• •Skilled in campaign reporting, copywriting, test and learn approaches, metrics and KPIs
• •Ability to balance customer centricity and commercial focus
• •Highly organised and process driven
• •Strong understanding of Marketing Automation and Customer Journey Mapping
• •Meticulous attention to detail and proofing
• •Excellent communication skills (written & verbal)
• •Ability to work on multiple campaigns in parallel and flex style to suit the needs of diverse and competing stakeholders
• •Self-motivated, problem solving and solutions focused
• •Acts as a mentor to junior colleagues
• •Understands and has experience using GA4 (or similar analytics tools)
• •Understands and has experience using Faststats (or similar data targeting platforms)
• •This role may be subject to a criminal record check, standard or enhanced DBS check or BHA Suitability Check. By applying you confirm that you are happy for these checks to be carried out.

Desired Qualifications

• •Demonstrate an insight and data led approach, with detailed understanding of the Group's SCV and Fast Stats targeting platforms, with strategy and tactics informed by customer insight dashboards and previous campaign performance.
• •Utilise insight and segmentation modelling to build targeting groups comprising demographic, purchase, engagement, interaction, preference, and interest data.
• •Prepare, distribute and present post campaign performance reporting, recommending actionable insights that deliver continuous improvement.
• •Demonstrate full understanding of CRM systems, using your expert knowledge to fully leverage the capabilities of Dot Digital and Attractions IO.
• •Assist with the set-up, implementation and reporting of data acquisition opportunities (online and at-venue data capture) to help grow marketable database volumes.
• •Define and deliver targeting lists for outbound telephone calling, CRO/Digital personalisation and paid media targeting/suppression/look-a-likes.
• •Continuously develop/test new campaign concepts/ideas and review working practices/processes, ensuring effectiveness and efficiency is proven ahead of adoption across the wider CRM team.
• •Serve as the main contact for all customer service inquiries, including group tickets, memberships, and site experience, on both race days and non-race days.
• •Champion CRM best practice and ensure all CRM activities comply with data protection regulations.
• •Mentor CRM Execs, setting high working standards to aspire to, through strong attention to detail, presenting performance to senior leaders, and adherence to CRM processes.
• •Execute additional large course CRM and Data tasks as required, to support shifting CRM and Marketing priorities.
• •Take ownership of the end-to-end Cheltenham Festival CRM contact cycle, defining and managing all messaging touchpoints including on-sale launch and customer experience, through to post-event wrap up performance reporting.
• •Define and manage all other Cheltenham CRM campaigns, working closely with Marketing, Digital and Partnerships teams to influence and incorporate their plans across integrated CRM channels, while forecasting their expected revenue impact.
• •Plan, execute and monitor multi-channel CRM campaigns across email, SMS, push notifications, in-app and direct mail to increase customer engagement, loyalty and revenues.
• •Manage the Cheltenham Membership CRM Lifecycle, working closely with the Marketing and Membership teams to acquire new members and retain existing members via a program of engagement and renewal campaigns.
• •Work with the CRM & Insights manager to define, execute and optimise customer/fanbase lifecycle journey workflows through welcome/nurture, engage/retain, monetisation/upsell, reward/win back and feedback/advocacy.
• •Write copy, choose imagery/artwork and brief internal design teams to create compelling content and impactful campaigns.