Global CRM Performance Lead
Across our CRM (Customer Relationship Management) programmes, this person will lead the use our data to help us understand how to grow our new and existing customer base, increase share of wallet and frequency and customer satisfaction through the delivery of communications.
Responsible for developing a global measurement framework for CRM and to deliver to the global CRM team actionable insights that drive continuous improvement in performance.
Manage and update CRM KPI and Metrics dictionary (definition, calculation, source of information)
Own and manage the monthly reporting working with agency and in-house reporting/analytics teams on the CRM program and campaign results ensuring markets are fully informed on YTD and annual targets and highlighting areas for improvements and optimisations
Create a data approach for CRM identifying value levers for the team and key barriers for growth
Deliver cross market insights on derived from data and results working with Data & Analytics team on bringing together different data sources to create a holistic picture of customer and customer behaviour across paid and owned media channels
Enhance Shell CRM customer knowledge by adding new available resources of data and new metrics to CRM reports.
Regularly sharing key campaign learning/optimisation with stakeholders through appropriate forums
Ongoing coaching on CRM functional expertise to wider Marketing Community
Analysis of results reporting driving continuous improvement and test & learn agenda
Agency management as well as lead the in-house Data & Analytics team
Strong commercial acumen and ability to build annual forecast with markets and ability to connect spend to yield to deliver strong ROI for all campaigns
Able to synthesize data into a coherent storyline for stakeholders with varying levels of data knowledge
Data savvy – understands and uses data insights to optimise and enhance CRM campaigns
A high degree of passion for understanding data from multiple sources, transforming data into easy to use dashboards and providing business insights
Excellent analytical knowledge allowing confident management and challenge of analytics to consolidate and continuously review consistency and create efficiencies in reporting
Good influencing skills and building relationships with multiple internal and external stakeholders with ability to adapt communication style
Strong budget management, commercial awareness and ability to develop full business case and scenarios
This needs combining with a positive attitude and an ability to work within a large, globally dispersed project team in a multi-cultural environment. You also need to be a self-starter, a logical thinker and a quick learner, with strong initiative and excellent communication, interpersonal and presentation skills, able to write clearly and concisely.