CRM Executive

Posted 4 April by The Fragrance Shop Easy Apply Featured

Job Title: CRM Executive
Location: HQ, Trafford Park, Manchester
Working Hours: Full-time, Monday-Friday

A bit about the company:

Established in 1994, The Fragrance Shop is the UK’s leading independent fragrance retailer. We showcase more than 130 fragrance brands available in over 185 stores throughout the UK, online and via our app and mobile site, as well as over the phone. The Fragrance Shop is on a steep growth track with many exciting new development plans on the horizon that will see us expand into new categories starting with beauty in 2017, new customer demographic groups that will come with their own specific niche and more premium brands, and further growth into new international markets.

Role Snapshot:

The CRM Executiveis someone who understands the importance of putting the customer at the heart of what we do and considers how we engage with them (beyond email and SMS) through personalisation, geo-location, content, mobile, and customer service.

As the business realises its ambitious plans to introduce new product categories, launch further localised sites, products and apps, and to invest more implement the day to day delivery of our CRM program across TFS and its brand portfolio, this is an exciting role for experienced CRM Executive to lead the way.


  • Deliver the CRM strategy that is designed to increase the customer lifecycle value, deepens their relationship with TFS (and the brand portfolio), increases customer engagement, LTC and advocacy, and decreases churn
  • Deliver best practices for CRM for all our brands. This should include personalisation, targeting and segmentation to improve engagement along with an understanding of the customer lifecycle with us and how and when we engage with them
  • Work with and manage the day to day relationship with our suppliers so that we have CRMsystem that provides a singular view of our customers (globally) and can support the CRM strategy
  • Deliver our CRM program across multiple channels (Inc. email, SMS, in-app push notifications, PPC, Paid Social)
  • Implement our customer personas/target audience throughout the business and regularly report useful data-driven insights
  • Ensure we manage our customer data in the most effective way, this includes how we collect it, how we manage it (cleaning it, protection, compliance and privacy)
  • Continually optimise and test our campaigns so we are always looking to increase their performance
  • Measure and evaluate all activities liaising closely with the Analyst team; regular progress reporting of results against KPIs and actionable insights to key stakeholders
  • Collaborate with Marketing team and other channel owners to share learnings, increase effectiveness, and reduce costs
  • Keep abreast of relevant innovation and developments to ensure CRM practices are cutting edge and effective
  • Any other duties as reasonably requested

What success will look like (non-exhaustive list):

  • Priority KPIs showing an upward trajectory including, but not limited to,
  • RFV customers
  • Customers for new brands
  • Sales and profit growth
  • Happy partners who are adding value
  • Effective member of marketing team


  • Bachelor Degree: Marketing, Business or related (or equivalent experience)
  • 2+ years related Marketing, Digital and/or CRM experience with demonstrated success in the role(s)
  • Experience executing successful CRM campaigns and programs
  • Good knowledge of the technical elements of CRM
  • Experience of CRM channels across mobile app, web, paid media, email and SMS
  • Proven track record of understanding customer segmentation and improving retention
  • Previous experience producing reports with customer insight
  • Passion for retail, fragrance and beauty
  • Good interpersonal and communication skills, proven ability to effectively manage key working relationships
  • Excellent organisational and time management skills, with the ability to work under tight deadlines in a fast-paced environment
  • Very good attention to detail
  • Demonstrate passion for the customer
  • Ability to work in collaboration with various stakeholders
  • Proactive, self-starter and a team player
  • Be able to think mobile first

Required skills

  • Beauty
  • Customer Data
  • Customer Engagement
  • Fragrance

Reference: 34826565

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