Head of CRM - Blue Pelican : Job Details

Role: Head of CRM Working set up: Hybrid working – typically in office 2-3 times a week Office location: Hertfordshire Salary: Up to £90,000 to £100,000 plus 20% bonus and benefits

How would you go about building a CRM programme for a product that’s very much a ‘considered purchase’ – taking a view of ‘disrupting the status quo’ much in the same way companies like Cinch, Motorway and CarWow have successfully disrupted car buying and selling in the UK?

Doing the same thing for holiday homes, for a firm who has a well-established heritage in this space with locations all around the UK.

As the Head of CRM, you’ll be leading a team of 14+ people and ownership of CRM Ops, CRM Strategy and Planning as well as a small telemarketing team.

You’ll be responsible for creating a programme which is designed to take the consumer from prospect to convert, as well as hand-hold through the buying process and in-life too.

So you’ll need to work with your team to identify the moments of truth and opportunities to positively reinforce interest with the consumer. Create the CRM strategy which is robust and covers all avenues from initial prospect engagement, nurture through to conversion and purchase.

Deciding the channels, frequency, how do you test, optimise and evolve things to deliver the most effective results.

This will include getting into the weeds of what’s happening with telemarketing channels. What kind of objections they’re finding, and how you can create toolkits to support and overcome these.

All whilst provide strategic leadership and guidance to your team, and being the face of the business unit with the wider business.

Email will play a role in this journey, but it’s not the only channel. You’re going to be given the chance to shape the programme from the ground up. They’ve recently introduced a bunch of new martech, including market leading offerings from the likes of Bloomreach.

This is a big role with a big opportunity to have a positive impact and deliver some potentially impressive results, especially with the support you’ll be given by the wider leadership team and C-suite.

EXPERIENCE NEEDED

• Experience in defining a roadmap and strategy for a consumer facing CRM programme for a product or service which would be deemed a considered purchase (e.g. house builders/home improvements, automotive, estate agency, etc.)
• Experience of working with a telemarketing team. Providing them with the marketing toolkit to be effective in converting leads to appointments, and bookings
• Good evidenced experience of the lead to acquisition side of CRM programmes
• Solid understanding of what’s possible with email marketing, including the various martech options out there for automation and personalisation
• Data centric mindset, with a great understanding of where and how to use data effectively in a CRM programme to decide strategy as well as in the operational implementation side too
• Good knowledge of how to define and implement the right checks and measures for performance. As well as how to define a test and learn strategy for customer journeys, campaign and channel optimisation.

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 Doree Head of Recruitment, Marketing, Digital & DataBlue Pelican