Lead CRM Marketing Specialist

About the Role

We are seeking a highly motivated and data-driven Lead CRM Marketing Specialist to join our dynamic Marketing team in Cape Town. In this pivotal role, you will lead the critical migration from WebEngage to Iterable, ensuring a seamless transition and optimizing our CRM capabilities. You will be responsible for the overall performance of our CRM channels, driving customer engagement through personalized campaigns, and contributing to the growth of our customer base.

Key Responsibilities

1. CRM Migration Leadership:
   1. Oversee the migration from WebEngage to Iterable, collaborating closely with the development team.
   2. Ensure accurate data transfer, smooth implementation, and alignment with business objectives.
2. CRM Channel Ownership:
   1. Own the performance of all CRM channels (email, push notifications, SMS, etc.).
   2. Develop and execute innovative CRM campaigns across all channels.
3. Customer Segmentation & Journey Building:
   1. Create sophisticated customer segments and design personalized journeys for each stage of the customer lifecycle.
   2. Develop and implement lifecycle programs to nurture leads, engage active customers, and reactivate dormant ones.
4. Campaign Execution & Optimization:
   1. Hands-on campaign execution, from initial concept to final delivery and analysis.
   2. Build and optimize email templates, ensuring high deliverability and engagement rates.
   3. Conduct A/B testing to refine campaign elements (subject lines, copy, design, timing) for maximum impact.
5. Data Analysis & Reporting:
   1. Analyze CRM data to identify trends, measure campaign performance, and generate actionable insights.
   2. Track key metrics (open rates, click-through rates, conversion rates, ROI) and provide regular reports to management.
   3. Utilize data to identify opportunities for improvement and optimize future campaigns.
6. Collaboration & Communication:
   1. Collaborate effectively with cross-functional teams (Brand, Product, Sales, Analytics) to align strategies and achieve business goals.
   2. Communicate campaign plans, results, and insights clearly and concisely.
7. Data Integrity & Compliance:
   1. Ensure data quality and compliance with all relevant data protection regulations (e.g., GDPR).
   2. Implement data hygiene practices to maintain a clean and accurate customer database.

Requirements:

1. Bachelor's degree in Marketing, Business Administration, or a related field.
2. +4 years of experience in CRM marketing, with a proven track record of success.
3. Advanced knowledge of HTML, CSS, and email template coding/design.
4. Experience with email marketing platforms (preferably Iterable or similar).
5. Strong analytical and problem-solving skills with a data-driven mindset.
6. Excellent communication and interpersonal skills.
7. Proficiency in data analysis tools (e.g., Excel, SQL).
8. Experience in the travel industry.
9. Experience with A/B testing and multivariate testing.
10. Knowledge of scripting languages (e.g., Python).

Personal Competencies

1. Passionate: A genuine interest in travel and a strong desire to succeed.
2. Driven: Highly motivated and results-oriented with a strong work ethic.
3. Innovative: A creative thinker with a proactive approach to problem-solving.
4. Collaborative: A team player with excellent communication and interpersonal skills.
5. Adaptable: Thrives in a fast-paced, dynamic environment and can adapt to changing priorities.

The Growth team offers a vibrant and fast-paced work environment with opportunities to learn from seasoned professionals and contribute to company growth. Team members engage in challenging and rewarding projects. It's an ideal space to develop expertise in the online travel industry.