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CRM & Innovation Specialist

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Shell

13d ago

  • Job
    Full-time
    Mid & Senior Level
  • Customer Relations
    Marketing
  • Johannesburg

AI generated summary

  • You need 4-5 years in retail CRM, 2+ years in email marketing, segmentation, A/B testing, and customer insights, plus a related degree and strong analytical, creative, and collaboration skills.
  • You will drive CRM communication, manage customer insights, oversee digital content, enhance customer journeys, optimize campaigns, and collaborate with teams for effective marketing strategies.

Requirements

  • Have 4-5 years of relevant working experience managing CRM within retail. Experience in the field of loyalty is a plus.
  • 2+ years working in email / CRM marketing with a focus on promotions, loyalty, retention, and optimization
  • 2+ years of segmentation experience, specifically in a retail environment
  • Experience in running A/B tests for campaigns and deriving customer insights.
  • Have a degree in marketing, communication, or commercial studies.
  • High-level understanding of customer data, CRM journey design, campaign measurement, and overall campaign performance insights & analytics
  • In-depth understanding of Customer Lifecycle Management and 1:1 personalization
  • Experience in performance tracking across channels to measure the full effectiveness of omnichannel campaign,
  • Previous retail, loyalty, and rewards experience in a similar role essential
  • Experience with Multichannel Marketing Deployment Platforms advantageous – specifically the concepts of journeys and complex workflows.
  • This role is suited to a passionate media user with a creative streak and a passion for posting engaging ’bite-size’ communications and a strong urge to interact with the general public in a playful and informal yet respectful manner. Evidence of these traits will be important considerations.
  • He/she needs to quickly build a solid knowledge base in digital communication activities, marketing analytics and Loyalty. This is a high-octane role which needs a very organized and efficient individual to ensure the proactive and reactive elements get addressed and managing time allocation between activities will be critical.
  • In addition to the specific competence areas below, the successful candidate will need to be an effective collaborator both within Shell and across creative agencies and have strong capabilities in project delivery.
  • The ability to communicate clearly, feel for strong customer communications and analytical approach to measure comms effectiveness is required.

Responsibilities

  • The CRM & Innovations Specialist will support the PAYLO & CRM Manager, responsible for driving relevant and effective CRM communication using online and offline communication channels and internal communication to drive customer engagement and create business value.
  • A wide variety of data sources must be managed to develop customer insights and optimize segmentation and communication approaches.
  • The CRM & Innovations Specialist will also support the wider Marketing Team to maximize campaign impact through CRM platforms and will therefore collaborate with the Marketing, Brand & Communications Team, PAYLO & CRM Manager, and various stakeholders in Mobility (CR, Fleets Solution & Lubricants).
  • The CRM & Innovations Specialist is mainly responsible for the digital CRM program of Shell Mobility South Africa.
  • This individual preferably has experience in (digital) marketing communications and personal online targeting.
  • He/she develops digital content for Shell’s Loyalty V+ Program, Shell App and assists the Paylo & CRM Manager in implementing wider marketing activities across digital channels, including social media.
  • Manage the capability roadmap and track delivery of new features and innovative products within the Shell digital channel eco-systems.
  • To manage the CRM channel effectively, this role needs to take an analytical approach to measure & optimizing CRM communications continuously, thereby assisting the Mobility roadmap in moving to personalized and targeted customer content & offers, mainly under the umbrella of the V+ program.
  • In doing so, this person needs to independently work with creative agencies and with loyalty Partners to professionalize this channel.
  • Furthermore, the CRM Specialist needs to work closely with the Brand & CVP team to develop the integrated communications plan, and to translate marketing campaigns into relevant content for the CRM channels.
  • Finally, the CRM Specialist is responsible for excellent customer experience in the V+ program.
  • For that matter, the CRM Specialist is responsible for the CRM platform and supporting the development and delivery of an integrated marketing plan that delivers strong returns on investment and supports the business.
  • Drive the design of key customer journeys linked to the CRM lifecycle.
  • Set customer objectives at various levels based on informed insights.
  • Draft analytical briefs required to inform the CRM strategy with sound customer insights backed by data.
  • Responsible for implementing inspiring Shell Mobility content across digital channels and executing communications on time, within budget, and according to the Mobility content calendar.
  • For this purpose, the CRM Specialist needs to have good project management skills and understand Mobility’s wider CVP’s and brand positioning.
  • Develop exciting and innovative digital communications activities with our agency partners to create a strong impact and deliver against our loyalty objectives of moving to personal, relevant, and 1 to 1 customer comms and offers.
  • Support the Marketing Campaigns Leads with implementing an integrated marketing calendar and identify ongoing cost and ROI improvement opportunities via robust analytics and appraisal of our CRM communications.
  • Identify and eliminate ineffective and unnecessary communications content, routines, and processes by applying Continuous Improvement methods and mindset.

FAQs

What is the main responsibility of the CRM & Innovations Specialist?

The main responsibility of the CRM & Innovations Specialist is to support the PAYLO & CRM Manager in driving relevant and effective CRM communication through online and offline channels, enhancing customer engagement and creating business value.

How many years of experience are required for this position?

The position requires 4-5 years of relevant working experience managing CRM within retail, along with 2+ years specifically in email/CRM marketing focused on promotions, loyalty, retention, and optimization.

Is experience in loyalty programs important for this role?

Yes, experience in loyalty programs is a plus and is highly regarded for this role.

What type of approach should the CRM & Innovations Specialist take regarding customer communication?

The CRM & Innovations Specialist should take an analytical approach to measure and optimize CRM communications continuously, ensuring that content is personalized and targeted to customers.

Will the CRM & Innovations Specialist work with external partners?

Yes, the CRM & Innovations Specialist will collaborate with various stakeholders, including external partners and creative agencies, to support the overarching customer objectives and optimize marketing communications.

What kind of projects will the specialist be involved in?

The specialist will be involved in planning and implementing digital content for loyalty programs, managing the CRM channel, developing customer journeys, and executing integrated marketing campaigns.

What skills are required for successful collaboration within the team?

Successful candidates should possess strong collaboration skills, be effective communicators, have good project management abilities, and be comfortable using data for insights on customer communications.

What kind of marketing knowledge is beneficial for this position?

A high-level understanding of customer data, campaign measurement, campaign performance analytics, and Customer Lifecycle Management is beneficial for this position.

How does Shell Mobility approach inclusivity in the workplace?

Shell Mobility is committed to creating an inclusive workplace by promoting equality, closing the gender gap, supporting individuals with disabilities, and encouraging flexibility to maintain a work-life balance.

What is the expected outcome from the CRM & Innovations Specialist's role in customer communication?

The expected outcome is to enhance customer experiences, build valuable relationships, and engage customers through seamless, relevant, and impactful communications across various CRM channels.

Energy
Industry
10,001+
Employees
1890
Founded Year

Mission & Purpose

Shell is a global energy company with around 87,000 employees in more than 70 countries. We work together to power progress through more and cleaner energy solutions. We serve more than 30 million customers at almost 46,000 retail service stations every day.