CRM Manager

Job Description

CRM Manager

Department: Customer Relationship Management

Reports to: Head of CRM

Position Overview: The CRM Manager will support the development and execution of the Customer Relationship Management strategy within the bank. This role focuses on driving customer-centric initiatives, optimizing customer engagement, and enhancing sales efficiency across various channels. The ideal candidate will have solid experience in designing multi-channel campaigns, analyzing campaign results, designing customer acquisition and retention strategies, designing customer analytics reports. Experience in digital marketing is a plus, not mandatory

Key Responsibilities:

1. Strategy Execution and Support:
• Assist in the development and implementation of the CRM strategy aligned with the bank's business objectives.
• Identify and act on opportunities for improving customer engagement and loyalty through innovative CRM initiatives.
• Help design and implement customer acquisition and retention strategies for various sales channels, including branch, virtual branch, Offline Installment, Online installment, and all Digital channels.
2. Customer Insights and Segmentation:
• Analyze customer data to derive insights into customer behavior, preferences, and needs.
• Develop and implement customer segmentation strategies to effectively target specific customer groups.
• Work with marketing and product teams to design personalized campaigns based on customer insights.
• Collaborate with data teams to conduct complex analyses of customer behavioral patterns, RFM segmentation, and churn models.
3. Campaign Management:
• Plan, execute, and monitor multi-channel marketing campaigns across SMS, Email, Push notifications, Personalized banners in Mobile app and Internet Bank, and Call center. Experience in designing communication copy (sms, email, push, etc.) is a plus but not mandatory
• Introduce and manage lead nurturing campaigns, organizing lead data from various sales channels.
• Ensure campaigns are delivered on time, within budget, and meet predefined objectives.
• Continuously optimize campaigns based on performance metrics and feedback.
• Analyze campaign performance metrics, including conversion rates, cost per conversion, sales attribution models, channel mix optimization, and channel cost tracking.
• Manage customer opt-in and opt-out trends
4. Customer Journey Mapping:
• Assist in creating cross-functional, multi-disciplinary teams for Customer Journey mapping for individual products and services.
• Identify customer cohorts and map Customer Journeys for assigned cohorts.
• Support task-force initiatives aimed at resolving pain points identified through Customer Journey Mapping exercises, including process streamlining, new SLAs, or changes in the value proposition.
5. Team Collaboration and Development:
• Collaborate with other team members for designing ad copies (marketing), refining value propositions (Product Owners) and designing campaign strategies (Product Owners, Marketing)
• Establish and maintain cross-functional relationships with marketing, product, data, and other relevant teams.
6. Reporting and Analytics:
• Track key performance indicators (KPIs) to measure the success of CRM initiatives.
• Prepare regular reports per campaign as well as monthly CRM reports showcasing CRM efforts, CRM impact and the evolution efficiency parameters
• Use data analytics to support strategic decision-making and business growth.
• Partner with Data Teams assigned to CRM tasks to design complex analyses.

Qualifications:

• Bachelor's degree in Business Administration, Marketing, or a related field.
• Proven experience (5+ years) in multi-channel campaign management, digital marketing, sales planning and execution. Experience with CRM tools is a plus (Salesforce, Creatio, Emarsys, Mailchimp, Hubspot, etc.)
• Good understanding of CRM channels specifics customer engagement trends, market preferences, pain points, and niche areas.
• Strong analytical and problem-solving abilities.
• Excellent communication and interpersonal skills.
• Ability to work in a fast-paced, dynamic environment and manage multiple priorities.
• Proficiency in data analysis and reporting tools.
• Proficiency in English preferred.