The Estee Lauder Companies CRM & Insights Coordinator in London, United Kingdom
CRM & Insights Coordinator
Brand: La Mer
CRM & Insights Coordinator
An opportunity has arisen for a CRM & Insights Coordinator to join the La Mer Marketing Team, reporting to the Marketing Manager. It will be based at the UK head office in Fitzrovia.
The successful candidate will be responsible for overseeing all elements of customer relationship management, from quality data capture through to recruitment and retention of Guests via La Mer’s database and through the Retail Partner’s bases/apps, as well as leading insights for the brand; delivering actionable insights to support business objectives and the evolving strategy through a thorough understanding of the diverse universe of consumers / potential consumers. The role works closely with all marketing functions and will partner with the E-Commerce team to ensure a holistic, Omni-channel communications strategy and meaningful brand / guest relationship.
La Mer captures data at almost all points of distribution, hence there is a wealth of insight and endless engagement opportunities, which this role will develop and refine through pilot campaigns as well as aligning with the Global strategy to recruit, retain and reward La Mer Guests.
This highly specialised role requires a deep understanding and passion for CRM as well the business acumen to drive commercial success.
Leverage the wealth of La Mer data to generate actionable insights for the brand, aiming to strengthen understanding of La Mer consumers and how we can recruit, retain and drive frequency / spend.
Partner with Corporate team (Diversity Marketing, Consumer Insights and CRM) to consolidate insights and add further depth to the understanding gained through the database.
Retailer strategy: Support with insights by retailer group to understand how La Mer can best tailor its products, services, experience and communication to the group’s unique consumer.
Media planning support: Supply consumer insights by campaign / opportunity as well as supplying the Digital Manager with insights and audience targeting for paid social.
Support other brand activity as required: E.g. insights to drive understanding of the consumer impact of sampling.
With the support of the Marketing Manager (MM) plan, execute & evaluate the brand’s CRM strategy, with the aim to drive recruitment, retention (ultimately loyalty) & frequency, as well as supporting the brand’s category, consumer and sales objectives.
Segment the database to devise the best engagement strategy for each consumer ensuring that we speak to the right consumer, at the right time, with the right messaging via the most appropriate media.
Ensure an Omni-channel strategy whereby the both Online & Offline comms are complementary and aligned, through close partnership with the E-Comm team.
Collaborate to build the e-mail calendar, ensuring store Guests receive the optimum number of emails each month.
Plan the benefit / reward calendar for La Mer’s top tier consumers, including the logistics / involvement of other departments (demand planning, sales, training, etc.).
Continue the seamless execution of the Birthday Program, NCC, Pre-Lapse, Insider Program, Product Mailers, Ad Hoc Campaigns (e.g. Partnerships); evaluating and adjusting future plans to maximise the return.
Manage the creation of assets and / or the localisation of global assets, seeking approval from the MM on all elements and managing the process with the Digital Studio as required.
Execute the strategy by setting up the campaigns / targeting / ongoing campaign management.
Develop a strong working relationship with suppliers to ensure efficient and on-time campaign execution.
Retailer partners: Execute any CRM opportunities identified by the brand’s retailer lead, collaborating with the retailer on the plans and conducting analysis to guide future strategy. Ensure retailer activity is complementary to the brand’s activity.
Wider brand communications: Support other departments as required, for example through sending event invites for PR or Events, sending new launch emails as per the product marketing calendar or new door emails; planning the activity, raising the data, coordinating the send and sharing results.
Evaluation and Reporting
Conduct post campaign analysis to understand consumer impact and ROI and adapt future campaigns based upon these learnings.
Ad hoc reporting.
Global reporting (monthly).
Support the brand’s capture rate through training support to the field.
Capture reports: Run monthly reports to motivate the Experts.
Training: Provide training in store as required. Share best practice amongst the regions to drive capture rate.
Technology: Be Marketing’s point of contact for capture technology issues and for new doors / La Mer Connections / pop-up / events where there is an opportunity to capture consumer data and support with execution, liaising with the field and Retail Tech, amongst other stakeholders.
Clientelling: Support the field / store teams with an on-brand clientelling strategy via La Mer Connections. This includes monthly reports, new store role outs, copy and creation of assets, regular training and updates on best practice.
Ensure that quality and integrity of 1st party data is maintained and new GDPR legislation adhered to at all times.
Update the Consumer Engagement calendar to reflect all CRM activity.
Monthly bulletin to field is updated each month.
Presentation content created as required.
Relevant content shared with the brand via Workplace and all CRM Workplace queries responded to in a timely manner.
Participation in marketing / brand meetings as required.
Update the monthly KPI dashboard and share results at the team breakfast.
Stay up to date on competitor activity and industry best practice.
Represent the UK region on Global CRM calls as required and develop a strong working relationship with the Global CRM team.
Maintain the advertising (for email costs) and CRM budget, ensuring all spend is accurately calendarised and shopping carts are approved before any activity commences.
Support with budget planning requirements for the following fiscal year.
The ideal candidate will
Be educated to degree level or above;
Have experience with segmentation, Omni-channel marketing & response analysis;
Have experience working with an advanced CRM analytical tool or similar programme and/or capable of learning to work with new systems quickly;
Have experience in email and direct mail communications, as well as with the deployment agencies for these channels;
Have an understanding of social media and how this relates to the CRM strategy;
Be a self-starter and able to work autonomously, driving momentum on projects and planning proactively future activities;
Be able to take a wide, strategic view of all responsibilities and projects, conscious of implications for other depts. Thrive in a fast paced environment, able to juggle multiple projects and work to tight deadlines whilst maintaining a superb eye for detail;
Have excellent communication skills, both verbal and written and specifically have a high level of grammatical accuracy with written communication;
Be comfortable working with people at all levels of the organisation and able to develop strong working relationships across the brand/corporation;
Be able to demonstrate excellent computer skills (Microsoft Outlook, Word, Excel and PowerPoint all essential);
Be comfortable dealing with big data and have the ability to analyse and provide insight;
Have experience in a relevant industry, though not necessarily within beauty;
Be reliable, committed and willing to go above and beyond if the brand requires;
Have an understanding of and passion for the luxury and beauty industries.
Primary Location: Europe, Middle East, Africa-GB-ENG-London
Job Type: Standard
Shift: 1st (Day) Shift
Job Number: 183908