JOB PURPOSE

The CRM Manager will lead the end-to-end CRM strategy for Starbucks across automations and tactical campaigns. The CRM Manager will sit within the Integrated Marketing function, reporting to the Head of CRM.  

The CRM Manager will be responsible for the development and execution of the Starbucks CRM strategy, integration with Starbucks Rewards, optimization of marketing budgets, and fostering a high-performing team culture. This role is pivotal in driving customer engagement, retention, reactivation and lifetime value through strategic CRM initiatives, across lifecycle and tactical comms. 

This role: 

• Is responsible and accountable for the management, development and performance of Starbucks CRM Strategy. 

• Is responsible for the management of the Starbucks CRM marketing budget to help deliver overall brand and business awareness, engagement and ROI targets. 

• Works seamlessly with the Starbucks marketing team to ensure alignment with the wider Starbucks marketing & loyalty strategy.  

• Works seamlessly with the Performance team, Digital Marketing team and brand teams to deliver the business plans for brands. 

• Works closely with the central Data team to continuously improve our visibility and use of customer data for Starbucks. 

 

KEY RESPONSIBILITIES

Strategy  

• Develop and execute CRM strategies aligned with Starbucks’ business plans and customer experience goals. 

• Manage CRM automations and promotions as key marketing channels to support brand growth and profitability. 

• Collaborate with brand teams, performance managers, and digital marketing to align CRM efforts with business plans.  

CRM Campaigns 

• Own and optimize CRM management process from strategic concept to technical execution on CRM channels including but not limited to email, push and WhatsApp. 

• Map & own the customer journeys and buying cycles, creating automated lifecycle campaigns and workflows that support them from contact acquisition to retention. 

• Lead on quality control and performance for all campaign creation and execution.  

• Work with Starbucks team to create relevant, personalised and engaging customer experiences within CRM and across the whole customer journey to support the customer contact strategy, brand equity and commercial performance. 

• Be a customer champion and ensure that the right messages are delivered to the right customers at the right time. 

• Monitor CRM KPIs to identify and act on opportunity to improve performance and to meet and exceed targets. 

• Give recommendations for the constant improve of CRM campaign content, targeting and delivery to improve the customer experience and increase campaign performance. 

• Support the management and development of Bloomreach as the Alshaya Campaign Management Tool and Customer Data Platform partner. 

• Continuously review all costs, campaign delivery to improve channel and performance and overall ROI. 

Growth 

• Drive continuous customer growth for Starbucks through the use of CRM for acquisition, retention and customer lifetime value. 

• Make use of new CRM channels such as WhatsApp, to diversify opportunities for engaging with customers and deploying the CRM strategy. 

• Embed a performance focus and test & learn culture across the team to test, analyse, and iterate on new ideas and opportunities to drive continuous improvement across all KPIs including but not limited to reach, open rate, click through rate, conversion, AOV, app install, order frequency, customer lifetime value. 

• Develop and make full use of our relationship with Bloomreach and other external teams, to help us develop our CRM strategy and delivery. 

Data & Reporting 

• Provide an advanced, comprehensive reporting function across all channels, devices and customer segments to drive performance improvements within the team and to increase performance transparency outside of the team. 

• Put in place clear KPIs and success measures for all existing and new CRM initiatives in order to effectively track, identify, measure, and roll out all opportunities and efficiencies. 

• Produce detailed tactical analysis on an ‘as and when required’ basis. 

• Surface and communicate innovative insights and actionable outputs on a regular basis. 

• Collaborate with data and technical teams to ensure we have all relevant reports and dashboards to maximise CRM performance. 

People 

• Work seamlessly with brand teams in parallel with the Senior Performance Managers, and with all other members of the Integrated marketing team to deliver an Omni-Channel CRM plan. 

• Work closely with other Alshaya departments to ensure that all marketing activity is delivered in line with set processes and procedures, and in accordance with regional strategies, goals and objectives. 

• Work equally effectively under your own initiative or as a fully committed team player, engendering respect and support from other members of the global business. 

• Maintain and develop relationships with all external partners to leverage strategic support, knowledge transfer and value add opportunities, ensuring that the Alshaya work ethic, brand values and mission are upheld at all times. 

• Be fully customer focused, promoting the voice of the customer across all activities and creating a meaningful relationship the customer across all marketing touchpoints. 

• Lead, build, inspire, manage and develop an effective, happy and motivated team. 

Expertise 

• Maintain an up to date, expert level of knowledge within your field of expertise and across your professional network and remain aware of key industry developments and innovations and their application to Alshaya. 

• Be acutely aware of competitor activity and poised at all times to capitalize on opportunities and repel threats.  

• Constantly look for new opportunities and regularly make suggestions as to how things can be improved.  

• Create opportunities to showcase your expertise internally and externally, to raise the profile of yourself and the CRM Team and to elevate your peers. 

 

EXPERIENCE / COMPETENCIES REQUIRED 

Key Skills 

• Strong understanding of how to use CRM and CDP marketing tools for segmentation and automaton, to increase customer retention. 

• Coding knowledge and experience with several languages including HTML, CSS, Java, JavaScript. 

• At least 5 years in eCommerce CRM marketing, working on retention marketing, digital CRM / loyalty programs, with database sizes of 1M+ members / leads / customer. 

• At least 3 years managing eCommerce CRM teams with retention budget responsibilities. 

• Experience of using specialist CRM and CDP platforms, tools and software packages eg. Exponea 

• Thorough understanding of all data privacy related legislation (e.g. DSR, GDPR etc.) 

• Expertise with enterprise web analytical and data tools (e.g. Google Analytics, Adjust, Firebase, Magento etc.) 

• Analytical and numbers driven, able to make fact-based recommendations from complex data and turn insight into action. 

• Excellent understanding of all digital KPIs controlling performance. 

• Passion to learn and master new technologies and techniques. 

• Strong commercial acumen and awareness of how to affect profit from any given activity. 

• Ability to react to change and make smart, fast decisions. 

• Ability to build relationships and to influence across teams and career levels. 

• Exemplary communication skills, both written and spoken. 

• Outstanding presentation skills and the ability to show complex issues in an engaging way. 

• Confident self-starter and organised project manager with the ability to prioritize, multi-task and stay calm under pressure. 

• Strong, motivational leader and team player. 

• Customer first focus 

Preferred Skills 

• Relevant degree or professional qualification. 

• Fashion, home furnishing and beauty experience. 

• Experience of MENA markets. 

• Fluent with spoken and written Arabic. 

• Experience using statistical computer languages (R, Python, SLQ, etc.) to manipulate data and draw insights from large data sets. 

• Knowledge and experience in statistical and data mining techniques: GLM/Regression, Random Forest, Boosting, Trees, text mining, social network analysis, etc. 

• Experience querying databases and using statistical computer languages: R, Python, SLQ, etc. 

• Experience creating and using advanced machine learning algorithms and statistics: regression, simulation, scenario analysis, modeling, clustering, decision trees, neural networks, etc.