The Lead, CRM and Email Marketing role at Nestle Health Science will be responsible for the design, implementation and execution of a multi-brand framework for CRM at NHSc, including channels such as e-mail, SMS, push notifications and web push. The candidate for the role will be driven by a curiosity to uncover insights from data, bring new ideas to the table on how to optimize our eCRM program, and is passionate about building a best-in-class program with an eye on improving customer experience, and a laser focus on increasing customer retention, purchase frequency, and lifetime value.
This individual will play a central role in the development of brand-specific CRM strategies and journeys for our key strategic brands, in close partnership with the Digital and Content teams. This individual will then design those journeys, implement creatives and develop segments/lists in our ESP, being the day-to-day owner of this technology at NHSc. Finally, this resource will own the reporting of CRM campaigns on a set frequency, working with our Data & Analytics lead.
Own and continuously refine the CRM / E-Mail Marketing Framework at Nestle Health Science
The single point of contact across the entire organization for the CRM / E-Mail Marketing framework.
Manage relationships with CRM partners – such as ESP and CDP providers, as well as Nestle email marketing experts.
Stay on top of the latest updates regarding tools, trends, tactics, news and innovation within the E-Mail Marketing, SMS Marketing and overall CRM spaces. Track permanently external CRM best practices and apply them to the various CRM programs within Nestle Health Science.
Deliver educational sessions to our commercial and cross-functional team members on the CRM Framework.
Develop Brand-Specific CRM Strategies:
Develop world-class customer experiences in the form of Brand CRM strategies, by crafting customer journeys aligned with brand commercial goals.
Design consumer journey maps in close partnership with the Digital and Marketing teams, providing key input on how CRM will play a role to enhance the overall experience from prospect to lead, to converted and finally to loyalist.
Provide expertise on Lead Generation within the development of those consumer journey maps and identify opportunities to continuously profile leads
Translate consumer journey maps into CRM segmentation strategies, to ultimate deliver 1:1 personalized experiences at every touchpoint
Implement CRM strategies and manage day-to-day of email marketing activities:
Collaborate closely with content team to input e-mail creative best practices and ensure all static and dynamic elements of each template work properly, and both desktop and mobile experiences are best-in-class
Set up journeys within our ESP to enable automation at scale, mirroring the brand-specific consumer journey maps
Create and manage segments within our ESP and CDPs to enable the execution of our CRM activities
Drive continuous data hygiene within our ESP, working closely with our IT team to implement and track best practices
Champion A/B testing to continuously improve performance and identify new opportunities
Define KPIs and business objectives of each eCRM program, including a weekly scorecard with KPI tracking
Create and present reports for campaign-based e-mail sends, providing key results and identifying key opportunities for success in future CRM programs
Experience and Education Requirements
3-5 years of hands-on CRM / E-Mail Marketing experience
Experience across multiple CRM mediums: e-mail, SMS and push notifications
Experience in developing and executing CRM strategies for DTC e-commerce brands is a must
Experience working on Klaviyo, Salesforce Marketing Cloud or similar ESP platforms is a must
Experience with email A/B testing, including the set-up of those tests in respective ESP and report out on metrics and results
Basic proficiency with HTML and CSS, experience using WYSIWYG email
Experience in Loyalty programs and platforms is a plus
Eager to take a role with both strategic and operational requirements
Analytical mindset with the ability to translate customer behavior into actions.
Enjoy working in a dynamic and collaborative environment
Exceptional attention to detail
Excellent communication skills (written and oral)
Experience working and leading cross-functional teams
Ability to collaborate effectively across all levels of the organization and with outside partners
Thrives in a fast-paced business environment with an ability to adapt quickly to change
The Nestlé Companies are an equal employment opportunity and affirmative action employer seeking diversity in qualified applicants for employment. All applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability or veteran status.
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