Digital & CRM Manager at Dermalogica

Key Responsibilities:

• Develop and execute a CRM strategy that focuses on personalisation, education, and customer engagement, in line with Dermalogica's brand values.
• Understand and foster brand loyalty across touchpoints, driving initiatives that keep the customer at the center of our efforts.
• Align with local and global CRM strategies and work with teams across ecommerce, retail, and brand CRM to define annual CRM, loyalty, and omnichannel initiatives across categories and channels.
• Oversee omnichannel and loyalty-focused marketing campaigns, ensuring segmentation and personalisation, and embedding CRM best practices into everything we do.
• Collaborate with cross-functional teams to develop a deep understanding of our customers and use data-driven insights to personalise engagement.
• Develop scalable CRM processes that enhance 1-to-1 consumer engagement and streamline CRM operations.
• Work closely with the Ecommerce Manager and our agency to enhance the on-site experience, using CRM data to drive improvements.
• Develop strategies to boost traffic through paid and organic channels, driving direct website engagement.
• Lead the management and optimisation of ad campaigns with our agency (Google Ads, Facebook Ads), ensuring ROI maximisation.
• Oversee the integrated marketing calendar to ensure all digital and CRM initiatives align with broader ecommerce and marketing goals.
• Manage campaigns across email, blog, website, and social media, partnering with our agency to optimise content.
• Lead email marketing strategy, leveraging automation, personalisation, and segmentation to optimise the customer journey.
• Regularly audit the website, ensuring a seamless user experience and functionality improvements.
• Manage product merchandising across digital touchpoints, optimising categorisation and navigation for the best customer experience.
• Own the creative briefing process for all digital channels, ensuring that assets are aligned with Dermalogica’s brand values, trends, enhance engagement and customer retention.
• Monitor digital and CRM spend, ensuring effective budget management and ROI across digital tools.
• Manage the Dermalogica rewards program, boosting repeat purchases, average order value (AOV), and customer lifetime value (LTV).
• Use RFM analysis to deliver targeted, personalised messaging and refine testing strategies for better performance.
• Provide regular performance reports, leveraging tools like Google Analytics and RetentionX to track KPIs such as conversion rates, repeat purchase rates, and customer lifetime value.
• Ensure that the 3pi and retailer.com ecommerce platforms are consistently updated with the latest innovations, product listings, and promotional activities.
• Serve as the custodian of 3pi and retailer.com ecommerce sales, supporting the trade marketer by providing any necessary information to drive sales.

Required Skills & Qualifications:

• Bachelor’s degree in Business, Marketing, Digital, or related fields.
• 5+ years of experience in CRM and digital marketing, with 2+ years in project management.
• Demonstrable knowledge of CRM data management processes and tools; familiarity with Adobe Campaign is an advantage.
• Experience with loyalty programs and driving customer engagement is highly desirable.
• Ability to balance marketing strategy with technical know-how to drive digital and CRM initiatives.
• Results-oriented with strong problem-solving skills, decision-making abilities, and the ability to inspire teams.
• Strong creative eye with a focus on improving assets and staying ahead of trends.
• Proficient in digital marketing tools like Google Ads, Facebook Ads Manager, CRM systems, and web content management platforms.
• Strong analytical mindset with experience in Microsoft Excel, Google Analytics, for data-driven insights.
• A proactive, strategic thinker with a passion for driving business growth.
• Strong English communication skills, both written and verbal, with the ability to collaborate across departments.

Competencies:

• Analysing
• Entrepreneurial and commercial thinking
• Delivering Results & Meeting Customer Expectations
• Deciding and Initiating Action