CRM Audiences Specialist

About Dunelm

Dunelm is the leading homewares retailer in the UK with revenues over £1billion and profit over £100 million. It has over 180 stores and a website which accounts for over 30% of sales. It all started on a market stall in Leicester in 1979 and has been a story of strong growth ever since.

As the CRM Audiences Specialist, you will…

• Support & develop the agreed customer relationship strategy and planning within the CRM team, delivering towards the overall CRM and Digital growth plans.

• Support the development and delivery of the CRM audiences strategy; identifying new audience opportunities and work with other teams to drive the ingestion of key data sources into our CDP and CRM platforms.

• Act as the subject matter expert (SME) for audiences within CRM, owning and maintaining the data and set up for key audiences across our CDP and CRM platforms

• Work hands on to blend, manipulate and transform data from multiple sources within CRM or CDP platforms for the means of audience creation

Support in developing our customer email marketing capability to become more relevant & timely, focusing on driving uplifts to click through rate driven by personalisation

Work with all our internal stakeholders to identify methods to make personalisation ‘how we do business’ in CRM

• Champion the customer thinking behind personalisation within our own team, internal stakeholders & external providers so to ensure that the objectives are understood, supported & realised.

• Champion our ability to test and learn, always factoring this into what we do & how we apply those learnings forward.

• Continually develop your understanding & application of the data available and the platforms it’s available in to build a robust & scalable programme of targeting & personalisation.

• Work as a representative from CRM within the Personalisation Centre of Excellence to develop & undertake opportunities across email and other channels including onsite personalisation, My Account on Dunelm.com and store e-receipting (currently Ecrebo) to improve the customer experience.

• Use your technical, commercial and creative skills in everything you do. Be curious about how we could do things differently and stretch the boundaries of how we show up for customers.

• Build and maintain brilliant, and collaborative, relationships with key stakeholders from trading, data, I&A and marketing teams.

What the role requires:

Objectives, Goals & Responsibilities:

The key objectives and goals of the role will be to enable our personalisation capability within CRM in order to connect more customers with Dunelm product in ways that improve engagement and increase shopping frequency. Through increased relevancy and purchase frequency we will drive lifetime value and overall business sales & contribution from CRM.

The role will be varied and evolve fast, you’ll need to:

• Grow your knowledge & capability in the use of Salesforce Marketing Cloud for email marketing & your understanding of how to use Tealium for the purposes of audience creation.

• Be a driving force for change within the team in how we use Salesforce and Tealium together along with the data sources to them, in order to meet our email growth, personalisation and revenue targets.

• Test and learn wherever possible utilising all agreed opportunities within the email and CDP platform to improve what we do.

• Forge and maintain strong relationships throughout the business, and across the wider Digital, Customer, Commercial and Technology teams.

• Find ways to share our progress in an engaging way ensuring people internally and externally feel well informed.

• Champion the need and use of good quality data but be resourceful in finding ways to use the data that we have to continually evolve our ability to show up differently for customers.

• Use our measurement framework and KPI's to share our successes and challenges in email marketing helping to inform us of how to grow the contribution of the channel further.

You will have an open minded and unbiased approach to your role, support continuous improvement by sharing your own knowledge, experience and insights and be able to work collaboratively and enthusiastically in a fast changing and responsive environment.

What we look for:

• A proven track record working in customer teams within in a B2C business, with good digital exposure.

• Experience blending, manipulating and transforming data from multiple sources

• Demonstrated ability to plan & deliver whilst retaining flexibility in approach. Commercial understanding and customer focused.

• Excellent communication and the ability to work collaboratively and in a cross functional environment.

• Analytical, curious mindset, confident with numbers and with a growth mindset

Desirable Skills we look for:

• Understanding of customer behaviour and needs.

• How to engage customers with Dunelm brand and products and its broader place in the community.

• Hands on experience creating and managing audiences and data flows within a CDP such as Tealium

• An understanding & curious mind around the methods in Salesforce Marketing Cloud for personalising content, journeys and experiences based on customer behaviors, audiences and data.

Behaviours we look for:

Stronger Together:

• Developing a shared understanding of the goals for personalisation in CRM & keeping yourself & others updated
• Building a network of internal and external connections to help build mutual success

Keep Listening and Learning:

• Always seeking to discover something new & trying new ways of doing things to learn.
• Exploring other areas of the business and joining the dots.

Long Term Thinking:

• Being a champion of our customers and products, finding ways to improve the customer experience.
• Showing enthusiasm and ambition for what you & your colleagues can achieve.
• Overcoming obstacles to change and keeping momentum going.

Act Like Owners:

• Having a ‘can do’ mindset, being optimistic and determined about the challenges ahead.
• Being inventive, making full use of what’s available and reducing cos.
• Gaining clarity early on with regard to what needs doing and anything you don’t understand.

What's in it for you!

• Competitive Basic Salary
• Up to 15% bonus
• Bupa Private Healthcare
• Life Cover (3x your salary)
• Critical Illness
• Dunelm Discount Card of 15%
• 5% Pension (Company) 4% (Employee)
• 25 days holiday +1 day for Birthday +1 day for Charity+ Bank Holidays
• Access to online discounts at various other retailers and organizations.
• Flexible Hybrid working