Senior CRM Manager

Location: West London
Salary: £50000 - £60000 per annum
Type: Full-time

The Role:
The Senior CRM Manager will define, implement and manage the customer retention and CRM strategy and deliver activity across all channels to drive repeat purchases and grow returning revenue. You will be responsible for the delivery of all our customer communications, always ensuring the customer journey is optimised.

What you will get from us: 
  • 26 days annual leave (plus bank holidays)
  • Generous colleague discount in all Theo Paphitis retail businesses: Robert Dyas, Ryman, Boux Avenue and London Graphic Centre
  • Regular sample sales
  • Bonus incentives, allowing you to share in the company's success
  • A pension scheme and free life assurance (after qualifying period)
  • Flexible/hybrid working - office base is Wimbledon
  • Investment in learning and development
  • Regular social events
  • Colleagues wellbeing and mental health programme
Key Responsibilites: 

● Report into the COO/Head of E-Commerce and be the strategic lead for CRM and loyalty across the
● Manage and lead a team of 1 FTE to deliver an effective balance of brand communications,
   promotional activity and targeted messaging that maximises opportunities and excites our
● Define the Customer Strategy and oversee the delivery of campaigns ensuring consistent and on-
   brand messaging across all channels. Ensure a strong approach to automation, triggers and
● Ensure we are talking to our customers in the most relevant way through segmentation and
  profiling. Work with the Analytics team to develop a customer segmentation model, continuously
  improving and updating when required.
● To develop and optimise the customer journey and associated communications adopting a robust
  test and learn approach to CRM in order to maximise all opportunities.
● Lead the development and delivery of a reward / loyalty programme to engage our Customer and
  drive repeat transactions
● Deliver quarterly and annual Customer Marketing plans and budgets
● To deliver a suite of customer focused personalised propositions to drive sales
● Identify and map out touchpoints across the customer journey to improve retention rates, repeat
   business and brand loyalty.
● Be the eyes and ears of the customer ensuring they are fully represented in strategic planning and
  decision making albeit in a commercially sensitive way
● Work cross functionally with other areas of marketing to deliver a true omnichannel brand
  experience across all touchpoints
● Work with the finance, retail and customer support Heads of Robert Dyas and Ryman to ensure a
  joined up approach across the business
● Build a customer measurement framework highlighting key KPIs which can be used to both drive
  team performance and also as board KPIs for business wide decision making
● Remain up to date with relevant industry developments and competitor activity to ensure new
  opportunities for growth are tested and scaled where appropriate
● Monitor the competitive landscape to help inform strategic priorities and expansion opportunities
● Communicate with internal stakeholders and drive customer management as a core KPI
● Continuously report on customer insights to the SLT

Who we are:

Robert Dyas has a long and fascinating history spanning over 140 years. It was bought in July 2012 by
former Dragon’s Den investor Theo Paphitis, owner of the Theo Paphitis Retail Group, which comprises
Ryman, Robert Dyas, Boux Avenue and the London Graphic Centre.
The 90+ stores and Robert Dyas website are supported by a Retail Support Centre in Wimbledon, the
Distribution Centre in Hemel Hempstead and the Customer Support Centre in Crewe.
Closing Date