Role Overview:

As the Senior CRM Manager, you will…

• Lead customer relationship strategy and planning within the CRM team, delivering towards the overall CRM and Digital growth strategy & delivery.
• Further develop our Customer Communications approach to become more data oriented.
• Understand and map the audience, communications and lifecycle journeys from all customer interaction data to enable us to communicate at scale, and with relevance
• Develop and own all automated communications across email and increasingly into other channels including Push Notification, My Account on Dunelm.com and Dunelm app and Ecrebo (electronic & physical receipting) in stores
• Partner with our data, Product, Tech, Personalisation, App and I&A teams to evolve the audience strategy across CRM, with specific focus on increasing relevancy through automations and triggered campaigns.
• Be both highly technical and commercial, and be able to step change how we use our data, our communications infrastructure, and the orchestration of messaging to grow channel £Rev contribution, shopping frequency and customer retention
• Be a major stakeholder and influencer for the wider CRM, Performance Marketing and Digital teams in Dunelm, improving how we work together to deliver the common digital growth targets and the overall business targets, raising the profile of how CRM contributes to that.
• Be a key member of the CRM leadership team helping to develop team culture and engagement and driving thinking about team roles and responsibilities.  

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

• Forge and maintain strong relationships throughout the business and across the wider Customer, Commercial and Technology teams.
• Use your technical and leadership experience to coach and up skill the colleagues around you, building a highly motivated, customer focused team.
• Support the CRM team in delivering engaging communications, using data and insight to personalise journeys and increase relevance and inspiration.
• Strengthen engagement and involvement with internal stakeholders, ensuring people internally and externally feel well informed and empowered.
• Leverage our software and supplier partnerships, ensuring we get maximum value from both.
• Evolve and develop the customer measurement framework and KPI's we use.
• Drive the data hard – from collection to the single customer view and into segmentation, we need data to be at the heart of what we do and make it accessible to all users.
• Test and learn wherever possible to increase our awareness of what is changing our performance.

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.

Your Key Behaviours and competencies:

Stronger Together:

· Helping others to connect by removing barriers

· Influencing and engaging others by using compelling language and conveying passion in your endeavours

Keep Listening and Learning:

· Always probing past the first answer, and listening attentively to gain the full picture

· Anticipating pitfalls and responding to issues, having courage to change direction to achieve the required outcomes

· Being bold and brave in what you can achieve in the team

Long Term Thinking:

· Being an active champion and participant in customer initiatives across the business

· Using the internal environment and emerging external trends to inspire big thinking

· Enabling disruptive and new thinking, giving the team room to innovate without scepticism

Act Like Owners:

· Continually raising expectations and ambition in what teams deliver; products, services and processes