Customer Insights Manager

Seddiqi Holding is a family-owned and managed company with a unique, diversified portfolio of businesses and brands across numerous sectors. The business includes Ahmed Seddiqi & Sons, Seddiqi Properties, Swiss Watch Services, and Mizzen.

We are looking for an experienced Customer Insights Manager who will be responsible for designing data governance rules and data taxonomy for customer-related databases. The CI Manager will also be responsible for designing accurate reports and dashboards identifying consumer buying trends, problems, as well as opportunities that assist operational and commercial decisions by turning data into insights to drive actions, reduce churn rates, enhance customer satisfaction, and repeat purchases to maximize customers' lifetime value and optimize the effectiveness of direct marketing campaigns in compliance with privacy laws.

Key Responsibilities:

Data Mining, Analysis & Reporting:

• Manage data mining activities with agencies to proactively identify business opportunities and recommendations, convey them via presentations and written reports, and gain internal support to act upon them, including customer persona and archetypes.
• Generate various customer segmentation reports using entities like demographics, profitability, and single vs. multiple ownerships to improve personalization and effectiveness of marketing efforts.
• Translate business problems into data mining problems with clear deliverables to support commercial operations in resolving issues and meeting business targets on time.
• Design dashboards and statistical reports with recommendations to the Marketing Department for better customer understanding to design strategies for upselling, cross-selling, customer retention, and to support various marketing initiatives.

Customer Database Quality:

• Oversee audits on all customer profiles edited or created at all branches, using available tools and parameters to ensure quality and accuracy of the data submitted and reports generated for customer-related decisions. This includes database enrichment, standardization, merging of duplicate customer records, and recovery of overwritten records.
• Maintain a clean and categorized customer database and act as the Salesforce superuser to enrich the database in close coordination with the IT department.
• Manage CRM database hygiene and lead customer data visualization with dashboards and reports containing customer operational metrics relevant to specific business units.

Training and Operations:

• Increase awareness of the importance of accurate customer data by supervising training to improve CRM system adoption, data collection, and quality to maximize information availability to support business needs and decisions.
• Support CRM improvement projects and initiatives that positively transform the end-to-end experience at the brick-and-mortar operation.

Marketing Support & Campaigns Planning:

• Support the execution of market research activities by analyzing research agencies' methodologies, reporting, and preparing guidelines for target market selection to ensure validity and accuracy of the output.
• Provide trends analysis and measure the effectiveness of direct marketing initiatives and support with database selection.
• Propose ideas for campaigns and identify potential customers based on the study of consumer buying trends and market research reports to tailor marketing strategies accordingly.
• Supervise the execution of direct marketing campaigns across email, SMS, WhatsApp, and other channels, and contribute to the design of automated triggers for operational communications and customer journey optimization.
• Create and maintain a primary database of prospects for various divisions from latent market sources, different websites, and SMS responses to decrease dependency on third-party database suppliers and increase direct marketing campaign effectiveness in terms of response rate.

Reporting:

• Oversee Campaign Analysis reports highlighting the ROI and response rates of every direct marketing campaign by combining results from different applications to measure campaign effectiveness and help the division track follow-up from the sales team or identify missed responses that can be reactivated.
• Design final reports shared with decision-makers for incentive calculations where applicable to non-financial KPIs.
• Analyze and present the correlation between different customer satisfaction results and general satisfaction to assist divisions in identifying the moments of truth in customer experience and working on perfecting them.

Minimum Requirements:

• 5-8 years of job-related experience.
• Minimum 3 years of experience with team management.
• Experience in database management and analysis, preferably in a Direct Marketing / CRM agency or in a CRM department of a diversified conglomerate.
• Strong command over statistical techniques (e.g., trend analysis, hypothesis testing, correlation, regression, and probability and population distributions).
• Experience with Salesforce Data Cloud is a must.