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CRM Marketing Operations Manager – B2C - SFMCLocation: Hybrid working, Central London offices, 10 days in every month.Salary: £60,000 - £65,000 plus 10% bonus, pension, healthcare, life assurance, etc.
This is a technical CRM role, overseeing a small team of SFMC specialists who in turn are responsible for the build, test and optimisation of CRM lifecycle customer journeys.
What sets the manager role apart from the team is the ability to step back and have a more holistic, strategic world view of campaigns, and the challenges which might exist within their technical build and execution.
This translates to things such as taking the complexities caused by having to build campaigns which have high degrees of variables and personalisation, and see ways of simplifying that complexity so it makes it easier for the team to build against. Rather than maintain the complexity and therefore result in something hard to develop, test and optimise as there’s too many variations and the journey becomes too complicated to map through.
The main tool the team works with will be Salesforce Marketing Cloud, and specifically the journey builder tool. Coupled with Taxi for Email.
The team works on the more technical side of CRM journey creation. Building emails within Salesforce and using AMPScript for dynamic content. Working through the logic behind customer journeys and the assets needed to support and automate them, what kinds of personalisation are going to be going into them, how. Building against those, testing and optimising them.
Working with the content and campaign teams to ensuring quality control before campaigns go live, as well as continuous refine and optimise campaigns through A/B testing.
A good knowledge of HTML would be useful, but this isn’t the kind of role where you’ll be coding. It’s more useful to know just in case the team run into any campaign code issues and you’re able to provide support .
A lot of what you and your team will be aligned to are considered ‘growth markets’. It’s a suite of products which each have significant headroom for value growth.
The emphasis is on customer lifecycle marketing and journey automation. A typically customer lifecycle is 12 months, and involves comms from initial acquisition journeys which encourage uptake of offers and conversion, right through to renewal and re-engagement comms.
Because of the type of business they are, the more successful they become realising their goals and objectives, the more it creates a win/win for the UK consumer. Since their principal reason for being is to save people money.
The principal products you and your team will be aligned to will be financial services related. Although it’s worth noting this company doesn’t generate its income from any form of interest income, so doesn’t conflict with religious beliefs.
About the company
They’re a consumer champion brand and a digital economy darling. A brand that’s been around for quite some time and are a household name, whose brand advertising will be known and recognised by everyone!
Mission driven, highly creative and commercially sharp. The last couple of years have seen the business realise significant commercial success, culminating in consistent outperformance of commercial goals and objectives which have put the company in a very strong position going forwards.
Their offices are located in Central London, within easy reach of a number of tube stations, not far from Shoreditch and Liverpool Street. But their working set up is hybrid, typically 2 days in office a week. The option is there to do more if you like, and their office is very much a destination worth going to. Modern, plush, creative, inspiring. In a great part of town and you’ll find you’ll be surrounded by like-minded people who enjoy spending time with each other (not just there because a of company policy).
Experience Needed
- Must have a solid understanding of SFMC and particularly the journey builder application
- Previous line management experience of marketing automation specialists
- You've ideally worked in a high volume, sophisticated B2C CRM environment, not just B2B
- Ability to look at the bigger picture of highly complex, sophisticated, personalised campaigns with lots of variables and provide good strategic direction to your team in how to simplify the build. Yet maintain the sophistication and personalisation capabilities.
- Proactive mentality and nature, not wait for the work to come to you. But always looking for ways to improve a CRM programme and have you and your team have a positive impact to a business
- Good understanding of how to build customer journeys and apply an overlay of lifecycle marketing to these
- You have experience of working with dynamic content and personalisation, with good knowledge of AMPScript
- Good knowledge of A/B testing and email journey enhancement/optimisation. With the ability to utilise the data from these to improve CRM strategies
- A real desire and mindset of ‘how can I make this better’ versus just churning out campaigns to meet deadlines – and not afraid to tear things up and start again if that’s what it takes to improve things.
- Appetite for continued learning and development. Always open to picking up a new skill or technology
Want to Apply? Here’s how:
You can share your Linkedin profile or email me a CV – it doesn’t have to be up to date, we can work on that once you decide you want to take this forward.
Or, for a chat and more information please contact me on:
Colin DoreeHead of Recruitment, Data & CRMBlue Pelican
