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SalaryOverview
This role can be based out of our London or Leicester offices but will be hybrid.About Us
Home. There’s no place like it. And there’s no feeling like helping people create the joy of feeling truly at home.
At Dunelm, that’s what we do. We’re the UK's number one choice for homewares because we make home life lovelier for our customers. And the caring and supportive culture we've created makes this a place you'll feel right at home too.
Dunelm is committed to becoming a fully inclusive business that is representative of our customers and locations. We recognise the value in diversity and welcome applications from all candidates regardless of sex, age, race, religion, ability, gender or sexual identity, socio-economic background or education. We are committed to making Dunelm a place where everyone can enjoy a successful career and have systems in place to support all our staff.
We are seeking applications from candidates who share our values and celebrate diversity in all its forms.
What you'll be doing
As the CRM Automation Manager, you will…
- Support customer relationship strategy and planning within the CRM team, delivering towards the overall CRM and Digital growth strategy
- Develop our Customer Lifecyle Management approach to become more data oriented and ‘always on’.
- Understand and map, the audience, communications and lifecycle journeys from all customer interaction data to enable us to communicate at scale, and with relevance
- Develop automated relationship communications across email and increasingly into other channels including My Account on Dunelm.com and Ecrebo in stores
- Work with our data and I&A teams to ensure robust testing and learning across our lifecycle campaigns and communications
- Be both highly technical and commercial, and able to step change how we use our data, our communications infrastructure, and the orchestration of messaging to grow shopping frequency
- Build and maintain brilliant, and collaborative, relationships with key stakeholders from trading, data, I&A and marketing teams
Objectives, Goals & Responsibilities:
The key objectives and goals of the role will be to develop a deeper relationship with customers through relevance and scale of our automated and triggered communications and notifications. This will help increase purchase frequency, and therefore lifetime value and overall business sales.
The role will be varied and evolve fast, you’ll need to:
- Forge and maintain strong relationships throughout the business, and across the wider Customer, Commercial and Technology teams
- Support the CRM team in delivering engaging communications, using data and insight to personalise journeys and drive relevance and inspiration.
- Strengthen engagement and involvement with internal stakeholders, ensuring people internally and externally feel well informed and empowered.
- Leverage our technology and third party systems, ensuring we get maximum value from both.
- Evolve and develop the measurement framework and KPI's we use and ensure an ‘always on’ view of performance which informs on performance and gives insight on decisions
- Drive the data hard – from collection to the single customer view and into segmentation, we need data to be at the heart of what we do.
- Test and learn wherever possible
You will have an open minded and unbiased approach to your role, support continuous improvement by sharing your own knowledge, experience and insights and be able to work collaboratively and enthusiastically in a fast changing and responsive environment.
What we'll look for in you
Your Skills & Experiences
- A proven track record working in customer teams within in a B2C retail business, with strong digital exposure
- Understanding of customer journeys through whole customer lifecycle, from acquisition and welcome; to retention lifecycle, churn, advocacy, and so on; to behavioural and triggered remarketing; to personalising content and experiences based on customer behaviours.
- Highly commercial and customer focused
- Excellent communication and the ability to work collaboratively and in a cross functional environment
- Analytical, curious mindset, confident with numbers and with a growth mindset
- Understanding of customer behaviour and concerns and how to engage people across Dunelm brand and products and broader place in the community.
Behaviours:
Stronger Together:
- Providing clear, simple and succinct messages that engage others
- Building a network of internal and external connections to help with decision making
Keep Listening and Learning:
- Being able to respond to and commit positively to changing needs to achieve business agility.
- Exploring other areas of the business and joining the dots.
Long Term Thinking:
- Using data and latest research to acquire a deeper understanding of our customers and their experiences.
- Providing clarity of purpose and direction for others to help them align their contribution.
- Making timely and proactive decisions based on intuition and information, knowing when we know enough.
Act Like Owners:
- Embracing challenges, getting to root causes and delivering sustainable solutions.
- Seeking to be a leading voice in your area of expertise.
Future-proofing activity to avoid duplication and inefficiencies further down the line – keeping things simple!
