POSITION DETAIL LOCATION
CRM STRATEGY DIRECTOR - EU-5465401 London, England, United Kingdom

Ralph Lauren Corporation is a leader in the design, marketing and distribution of premium lifestyle products in four categories: apparel, home, accessories and fragrances.  For nearly 50 years, Ralph Lauren's reputation and distinctive image have been consistently developed across an expanding number of products, brands and international markets.

Position Summary:  
The CRM Director will be responsible for creating and spearheading the Ralph Lauren direct to consumer CRM strategy in Europe.  By acquiring a strong understanding of the three channels’ customers and of their needs, the successful candidate will design strategies to improve customer retention, drive customer acquisition and ultimately sales growth.  Ralph Lauren is a luxury American Brand, which for almost 50 years has represented the ultimate in iconic and aspirational style.  An important part of this role will be upholding the values and strength of the brand in all CRM initiatives. 

Key Responsibilities:

Create and develop the CRM strategy across all key customer segments in Europe working closely with the regional marketing teams and direct to consumer channels (Retail, Ecommerce and Outlet stores) to address customer specific opportunities

  • Set and monitor KPI’s for customer retention and build multichannel programmes to achieve these targets including emails, paid social/media CRM, direct mail, SMS etc
  • Lead the development and deployment of all new CRM initiatives to drive personalized, engaging customer experiences.
  • Act as a business partners with the 3 direct to consumer channels
  • Keep up-to-date and informed of CRM innovations and competitors’ best practices to propose brand appropriate solutions
  • Liaise with the head office in New York on key projects
  • Define, test and roll out the lifecycle trigger programmes (e.g. New & Lapsed, Enquirers, Birthdays…)
  • Create cross selling strategies with propensity models to retain and trade up customers
  • Develop bespoke programmes for out top customer segments in conjunction with the customer experience team
  • Work closely with the email marketing managers to execute email programmes to drive retention
  • Partner with media team on media and social CRM initiatives, to profile customers and recommend target groups
  • Develop partnerships with third party (e.g. E-Pure Player) to drive customer acquisition
  • Manage customer analysis driving concise and focused insight and understanding about our customer to all relevant teams within the business
  • Own the customer insights reporting suite and identify channel specific customer trends to build CRM strategies
  • Pilot single customer view project across channels and regions
  • Drive the top line customer segmentation and contact strategy (using RFM and propensity modelling) to increase customer retention and value and create frameworks to execute (e.g. test and learn / hypothesis testing)
  • Provide requirements for large scale data segmentation and profiling projects to enable better tracking of customer segment migration

  • Work closely with marketing planning to forecast CRM initiatives incremental sales and ensure that financial targets are metManage and set the CRM budget with a view on maximizing ROI

​Requirements:
  • Embrace a challenging and fast-paced work environment and to manage multiple tasks simultaneously while meeting tight deadlines

  • Solid analytical abilities/background in propensity modelling, customer profiling and targeting, direct to consumer communications, retention approaches (lifecycle programmes etc)

  • Leadership skills: build a diverse, globally minded team.  Develop strong performers, ready to take on more within the organization.  Develop talent to move into other roles.  Demonstrate strong retention while delivering on objectives

  • Flexibility in juggling priorities

  • Excellent communication skills and ability to present complex data clearly and strategically to multiple levels of management in an easy to understand manner with clear recommendations

  • Extremely strong customer focus – ability to see from the customers perspective while remaining brand and business right

  • Team player; ability to work with all business divisions in a proactive manner and drive results

  • Ability to build strong relationships on a cross-functional basis at various levels within the business

  • Instinctive commercial drive

  • Familiar with CRM platforms such as Salesforce/Ebay

  • Ability to manage and grow a direct and lateral team

  • Experience in social CRM with Facebook/Instagram

  • Educated to degree level

  • At least 8 -10 years in CRM and ideally in Ecom digital marketing

  • Experience within an ecommerce player and ideally in an omni-channel (Ecom/Retail/outlets) CRM role

  • Well-versed in all aspects of business intelligence, marketing analytics and web/retail analytics

Ralph Lauren is an equal opportunity employer.  We offer dynamic career opportunities with growth potential and a generous company discount.