The role of the CRM Specialist is primarily to drive execution of Email and SMS communications for Petbarn, and Greencross Vets. To be successful, the applicant must have a solid understanding of, and prior experience with, modern marketing automation solutions and a keen interest in the digital landscape in which Greencross Limited (GXL) operates.

The applicant understands the nature of a connected consumer landscape, spanning across multiple touchpoints and channels, and where effective optimisation necessitates granular personalisation and a deep understanding of the customers’ needs.

Campaign Execution & Data Management 60%

• Follow briefs from Marketing for the creation of targeted audiences for weekly campaigns utilising the GXL Marketing Stack. This will include omni channel comms that span across Petbarn and Greencross Vets.

• Forecast weekly send volumes for all Email and SMS campaigns.

• Scheduling and execution of weekly campaigns.

• Ongoing management of CRM Campaigns including scheduling and deployment.

• Support the development and application of digital measurement techniques, tools and metrics across the marketing stack.

• Monitor daily reports (including CRM estimate and send summaries).

• Engage stakeholders to identify objectives of campaign and target audience.

• Complete weekly audience segmentation and allocation.

• Manage weekly campaigns performance.

• Keep plan updated and others apprised of risk to timelines if required.

Reporting 10%

• Weekly reporting on campaign performance, highlighting trends and insight that helps shape digital communication across GXL.

• These may include open & click rates, acquisition & retention and churn reduction.

• Deliver reporting to highlight the commercial returns derived from a rigorous test and optimisation plan.

• Circulate weekly reports to relevant stakeholders as required.

• Perform monthly and quarterly reviews, highlighting trends, key takeaways and opportunities.

Optimisation 10%

• Support the CRM Team in the optimisation plan which will articulate the details of each experiment including clear hurdles and measures for success.

• Continually support an improved customer experience through post analysis of experiments within the consumer channel.

• Identify communications opportunities within audience segments.

• Engage stakeholders to ideate and contribute how key metrics can be improved to support objectives of campaign and target audience.

• Recommendations for the enhancement and optimisation of all consumer communications.

CRM Strategy 10%

• Provide thought leadership in how the marketing stack can deliver on strategy.

• Conceive new ideas and optimisation of existing ideas.

• Identify material risk and mitigate as required.

• Support business cases, presentations or updates to drive change.

• Support the CRM plan and long-term agenda.

• Participate in discussion of new projects to ensure CRM/Data is represented and test and learn is included.

People & Business, Processes 5%

• This role must experience strong and continual personal growth, pushing the boundaries of skill level both analytical and otherwise, through self-awareness and industry research into marketing and analytical trends.

• This role will regularly engage a broad and diverse range of people, as such to succeed this role will need to build relationships

• Presenting in a way which is clear and convincing, breaking down complex information in easily digestible ways.

• Demonstrable knowledge sharing within the team.

Market Knowledge, Product Awareness and legal framework 5%

A small but important requirement is to keep abreast of changes in:

• The competitive landscape

• New product innovation

• Customer attitudes

• Pet ownership trends

• Economic setting as it relates to discretionary consumer spend

• Political and regulatory environment

Key Relationships

Internal:

• Head of CRM

• Marketing Managers

• Digital Optimisation Team

• Category Managers

• Operations Team

External:

• Vendors/suppliers as required

• Agencies as required

Qualifications and Experience Required

• Tertiary qualification in a relevant discipline is required (Marketing, Mathematics, Statistics,

Computer Science, Economics, Business, Finance, Commerce etc.).

• Marketing experience with at least 2-4 years of relevant work experience.

• Passion for and an understanding of marketing technologies.

• Data driven marketer with a strong commercial sense and capable of deriving insights from

structured data

• Knowledge and experience of using any Adobe Marketing tools such as Adobe Campaign

Standard, will be highly regarded