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Purpose of role:
To provide functional expertise and leadership to drive the CRM programmes in the EMEA Zone franchise markets. Ensure markets interpret International CRM strategy into local market plans that are in line with brand positioning and retail requirements to drive footfall, new customer acquisition and growing average customer value. Review execution to improve ROI and shape future CRM strategy
Key Job Accountabilities:
•To communicate the global CRM strategy and guide franchisees on CRM mechanics and operational processes.
•Development of short and long term performance objectives for CRM for franchisees
•Liaise with franchise organisations to develop an understanding of the requirements and deliverables of a CRM system.
•Support the Franchise Account Directors in getting franchise sign-off for CRM system implementation.
•Embed CRM principles and facilitate best practice sharing amongst franchise markets.
•Guide and approve CRM marketing and lifecycle campaigns in franchise markets.
•Represent the Zone in the Brand Planning process to ensure CRM, Loyalty and Digital Media content in the Asset Library supports Zone sales forecast. (not sure if this is how EMEA operates ie Brand Planning)
•CRM, Loyalty Marketing and Digital Media
•Direct Marketing, test and learn measurement
•Management of marketing agencies
•Experience of working with Franchisees
Contact / Application Details
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