Manager CRM EMC

PURPOSE AND OVERALL RELEVANCE TO ORGANIZATION

To drive best-in-class CRM across MENA (UAE, KSA, Egypt, Morocco, Oman, Kuwait, Qatar, Bahrain, Ukraine, Kazakhstan) region via long-term channel's strategy planning considering both global direction and local specific as well as via strong and flawless execution of CRM calendar and various range of initiatives. Digital will continue to be a key pillar of brand strategy at adidas ensuring the consumer facing communications are always premium, seamless, locally relevant, and personalized.

KEY RESPONSIBILITIES

• CRM calendar execution through comms briefing, approval, and scheduling in close collaboration with external local agencies via special digital platforms. Rigid following of briefing SLA set by the agencies. Comms include e-mails, push notifications, SMSs and WA messages.
• Monthly CRM reporting including KPI's tracking, analysis of channel's & particular comms' performance, highlights/lowlights, and corrective action plan (if necessary).
• Managing of specific CRM projects (new markets roll out, optimizations, enhancements etc.).
• Managing CRM budget (agency fees, new roll outs and pilots).
• Managing external agencies on day-to-day basis and also in the development of new initiatives and tools.
• Develop an overall CRM Strategy in conjunction with the regional and local teams for all enabled MENA countries including:
  • targets' setting (traffic/ revenue web/app per country) and approval with key stakeholders;
  • separate strategies for focus markets (UAE, KSA, Egypt, Morocco, Ukraine, Kazakhstan);
  • capabilities expansions meaning new markets roll out;
  • global and local initiatives roll outs.
• Mid-term planning via creating and managing MENA CRM calendar for all digital marketing and retail campaigns across the region. Being flexible enough to accommodate all the changes in the launches or to execute reactive campaigns but still delivering flawlessly execution.
• Managing relationships with necessary global and regional teams, keeping them regularly informed on the projects (as per established process).
• Regularly searching for any best practices, latest innovations & digital concepts, competitor activity to be integrated whilst remaining consistently abreast of current CRM tools and techniques.

KPI'S

• Business KPIs: Web traffic, Web + App revenue (as per set targets).
• CRM metrics: Open rate, Click rate in-line with industry benchmarks or above; consumer sentiment tracking & maintenance of healthy opt out rate.
• Campaigns briefing: 80% of in-time briefs, 0 grammar/punctual mistakes & broken links in consumer facing comms.

KEY RELATIONSHIPS

• Global teams: Digital, Digital Activation, Consumer Engagement & CRM, Membership, Hype Operations, Marketing.
• Regional teams: EM HUB (Membership & CRM, Brand comms), other clusters/markets CRM leads, E-commerce SP&E, Digital Consumer Experience and Campaigns Ops.
• Local teams: Brand Marketing (OMNI, Key city, SPOMA, CTC, Newsroom, MOPs), DTC, Supply Chain, local agencies.

KNOWLEDGE, SKILLS, AND ABILITIES

• Cross-functional Marketing knowledge in sport and/or fashion/lifestyle categories (FMCG or sporting goods industry candidates preferred).
• Attentive to the details and highly organized. Ability to work with big volumes of campaigns (different scale & coverage) and in multi-language environment.
• Strong analytical skills: an ability to analyze CRM channel performance and related data to improve strategic decision making or execute short-term reactive initiatives.
• Ability to work in ever-changing environment and under pressure keeping focus on delivering the results.
• Experience in project management – including critical path management to deliver projects on time and within budget.
• Strong communication skills: written, oral and presentation.
• Deep-routed understanding of digital landscape and experience in CRM production process and technical nature of developing CRM initiatives.
• Demonstrated understanding and experience in delivering solutions or services via new and emerging technologies.

REQUISITE EDUCATION AND EXPERIENCE / MINIMUM QUALIFICATIONS

• University degree in Marketing.
• Proven previous experience (minimum 3 years) in either agency (CRM) or a client-side CRM role.
• Fluency in English both spoken and written is mandatory.
• Adobe Analytics user (optional).