Core Purpose
The CRM & Data Analytics Manager drives SHG's customer retention, personalization, and data-led marketing initiatives. This role owns the CRM ecosystem, transforming customer insights into meaningful campaigns, loyalty engagement, and data-driven business decisions across all SHG brands.
Key Responsibilities
- CRM Strategy & Execution
- Own and optimize SHG's CRM platform, ensuring effective segmentation, automation, and personalized campaign delivery.
- Lead email, SMS, and loyalty program executions across brands to drive engagement, repeat visits, and retention.
- Partner with Brand Campaigns and Operations to integrate CRM initiatives with store-level and digital activations.
- Data Analytics & Insights
- Analyze customer data, campaign performance, and behavioral trends to inform decision-making.
- Build and maintain marketing dashboards and reports for senior leadership and brand teams.
- Identify actionable insights that improve campaign targeting, channel mix, and ROI.
- Cross-Functional Collaboration
- Collaborate with Brand Ops, Campaigns, and Digital Channels to align data insights with creative and operational strategies.
- Manage external vendors or CRM solution providers, ensuring data accuracy and system optimization.
- Compliance & Best Practices
- Champion data privacy compliance and implement best practices across all customer touchpoints.
- Ensure data collection and usage align with local regulations (e.g., Data Privacy Act).
Qualifications
- Bachelor's degree in Marketing, Business Analytics, Information Systems, or related field.
- 1-3 years of experience in CRM management, data analytics, or marketing automation.
- Proficient in CRM tools (e.g., HubSpot, Salesforce, or similar platforms).
- Strong analytical skills with experience in Excel, Google Data Studio, or BI tools.
- Experience leading data-driven marketing campaigns and loyalty programs.
- Excellent communication, problem-solving, and stakeholder management skills.
