CRM Specialist

BAT is evolving at pace - truly like no other organisation.

To achieve the ambition, we have set for ourselves, we are looking for colleagues who are ready to live our ethos every day. Come be a part of this journey!

We are seeking a talented CRM & Consumer Care Deployment Executive to join our dynamic Global Business Solutions function – Consumer Experience Digital Operations team to work closely with the Digital & Omnichannel Area function.

The Omnichannel CRM & Consumer Care Deployment Executive in the Consumer Experience Digital function is responsible for:

• The day-to-day CRM & Consumer Care deployment and operational activities across the Area. This role involves ensuring all End Market CRM & Consumer Care Business As Usual (BAU) activations are deployed successfully as planned, and with compliance and integrity.
• Support end market teams in consumer care operations, ensuring that consumer inquiries and issues across omni-channel are integrated and resolved efficiently and effectively.

The ideal consumer-centric candidate should have, under their belt, in managing and delivering successful Omnichannel CRM & Consumer Care programs. They should have a neck on operational & project management, and be savvy in stakeholder engagement. All in all, they should be committed to enable and contribute towards in delivering the business growth (NTO, Brand Equity) and exceptional consumer experiences (NPS, CSAT & Contactable Consumer Growth).

SUPPORT OPERATIONAL DELIVERY OF STRATEGIC & ACTIVATION INITIATIVES

Support Omnichannel CRM & Consumer Care Deployment Manager to deliver Projects towards the achievement of the defined and/ or optimized strategic plans. This can include, but not exhaustive:

• Manage the planning, timelines, and budgets to deliver upon day-to-day management and operational implementation activities for smooth delivery, staying within budget.
• Execute the operational setup and execution of CRM campaigns, including: email message creation (upload content, optimize template), scheduling and sending emails.
• Proactively connect, engage and foster relationships with cross functional teams (i.e. Brand, Commercial, Consumer Experience, IDT, Global Business Solution, etc) and Agency partners to deliver the defined initiatives. Support the identification of opportunities, dependencies and key enablers; as well as, identifying risks and mitigation approaches  to remove speed bumps for smooth delivery.

SUPPORT CRM & CONSUMER CARE GROWTH/ ACTIVATION PROGRAMS DEPLOYMENT

• Work with stakeholders across the end markets teams to translate ACR (Acquisition, Conversion, & Retention) marketing activation cycle plans into CRM & Consumer Care deployment plans.
• Act as the operational and technical expertise to guide Brand/ CX/ CRM Development teams on elements that is important for delivery for smooth and successful setup/ implementation (e.g. segmentation criteria, content dimensions, image file format and size, design elements for dark and light mode, technical integration requirements, tagging, testing, etc).
• Project manage the operational setup and implementation of CRM & Consumer Care always-on and activation campaigns across consumer channels such as email, chatbot, call center, etc. Managing all the critical path to ensure key deadlines are met.
• Keep all internal and external stakeholders (e.g. Creative Agencies, Growth Hub) informed on creative performances, insights and A/B testing results. Ensure learnings are reflected in future briefs, journeys and assets delivery for programs and activations.

Experience Required

• Proven experience in CRM and Consumer Care deployment roles’ Experience in Digital enablement, delivery and operations.
• Comfortable with digital and consumer operational performance data; can present data, communicate insights and recommendations in a simplified manner that is easily understood by stakeholders outside of Digital function.
• Hands-on experience in Digital Marketing & eCommerce Performance management tools such as Adobe suites, Sprinklr, Google Marketing Platform, Google Search Console, PowerBI, etc. (Taken from Toolset knowledge, experiences and certifications)
• Comfortable with digital and consumer operational performance data. Savvy in presenting data, communicating insights and making recommendations to drive CRM activation performances.

Technical / Functional Skills Required

• Working knowledge of CRM data models, configuration, segmentation, targeting and workflows.
• Demonstrable record in project management. Excellent organization skills to manage multiple campaigns, projects, and data points simultaneously without overlooking critical details. Comfortable with planning, prioritizing, executing and optimizing.
• Analytical thinker and innovative problem solver. When in face with a challenge, proactively comes with alternative solutions to overcome issues/ problems.
• Good working knowledge of all of the below:
  • CRM & Consumer Care MarTech stack, such as CRM, SFMC and SFSC.
  • Surveys: Qualtrics, Medallia, etc.
  • Ratings & Reviews: Trust Pilot, BazaarVoice, etc.
  • Consumer Care: Chatbots, Order Track & Trace, IG/ FB Messenger, etc.
  • Familiar with Digital MarTech stack, such as AEM, Magento, Shopify, etc.
  • Proficient in Microsoft PowerPoint, Excel and Word.
  • Proficient and hands-on experience in Digital Marketing & eCommerce Performance management tools such as Adobe suites, Sprinklr, Google Marketing Platform, Google Search Console, PowerBI, etc

Education / Qualifications / Certifications Required

• University degree. Preferably, major in Digital Marketing and eCommerce.
• SalesForce Marketing Cloud and Service Cloud certifications would be an advantage.

WE ARE BAT

At BAT we are committed to our Purpose of creating A Better Tomorrow. This is what drives our people and our passion for innovation. See what is possible for you at BAT.

• Global Top Employer with 53,000 BAT people across more than 180 markets
• Brands sold in over 200 markets, made in 44 factories in 42 countries
• Newly established Tech Hubs building world-class capabilities for innovation in 4 strategic locations
• Diversity leader in the Financial Times and International Women’s Day Best Practice winner
• Seal Award winner – one of 50 most sustainable companies