Designation: Manager

Location: India Karnataka BLR Yemalur - Block 2

Organization: Fashion & Retail

Job Description:

Job Purpose

To contribute towards superior loyalty among brand customers and drive repeat revenue targets for the brand. To conceptualize and drive brand wide initiatives including store launches, product launches & customer connect initiatives. Additionally to provide BTL support for focus region/channel/stores.

Job Context & Major Challenges

Key Challenges:
Internal:

- To periodically review the loyalty program structure and make required changes to create more productive program.
- To coordinate with multiple internal teams including retail operations, marketing, visual merchandising & merchandising to align effective BTL & CRM communication, as per brand’s requirement.
- To design & execute campaigns, matching marketing calendar & stories to channel’s requirement.
- To plan and execute campaigns that ensure achievement of brand’s repeat revenue targets.
- Create effective reporting and training programs to bring in transparency and support business decision making for the brand teams.

External:

- Conceptualise the team structure to ensure analytics, campaign design & creative capabilities to carry out end-to-end CRM campaigns.
- Stakeholder management in terms of managing external vendors, controlling costs & controlling their communication mechanism with the internal teams including customer service, operations & marketing teams.

Key Result Areas

KRA (Accountabilities) (Max 1325 Characters)

Supporting Actions (Max 1325 Characters)

KRA1

Drive Repeat revenue growth





- Design CRM calendar for the brand in line with marketing calendar & channel requirments.

- Drive and achieve brand’s repeat revenue, repeat transaction & unique transactors base

- To drive (growth of) percentage contribution of repeat revenue to overall brand’s NSV targets

- To manage other repeat customer related KPIs including repeat ABV/ABS, Repeat discount, points liability, earn to burn ratios

KRA2

Managing Budget

- Ensure optimum utilization of budget in line with brand’s repeat revenue targets, growing consumer base & communication channels.

KRA3

Loyalty program management

- Carry out periodic checks & market mapping to determine the health of loyalty program and make structural changes if required.

- To keep track of other important KPIs including earn/burn ratios, loyalty point outlay, loyalty points redemption etc. to manage financial liability to the brand.

- To create programs, projects around retention of key customer segments

KRA4

Drive Operational Excellence

- Train & educate front end teams, including store teams, on the technical & softer aspects of customer relationship management





- Create a reporting & review mechanism to ensure data flow within the brand around existing customers, including customer voice, buying habits & customer escalations

- Drive and control hygiene activities of data collection as part of new member enrollment, including enrollment rates, enrollment data hygiene etc.

- Drive and manage data sanity of CRM database & flow of data to internal team including IT, Teradata etc.

KRA5

Campaign management

- Design & execute effective campaigns to drive increment sales

- Work towards improvement of campaign response rates

- Design campaigns to support key brand initiatives including ATL stories, new season launches & festive markets support.

KRA6

Vendor management

- Manage external vendor to carry out the work items (including analytics, creative management & campaign design) related to CRM campaigns

- Define the work scope of external vendors, review the quality of work

- Manage (and optimize) fixed costs related to external vendors & control ‘per campaign cost’ through effective planning.

KRA7

Team Management

- Recruitment- Hire Store Manager under RM¿s guidance

- Store manager quarterly appraisal/ performance review

- Motivate and engage the team at the stores

- Sales Targets- Sets weekly targets for the stores in line with trend of the market, expectations of business from his area and store team's views

- Spend Budget- Compliance monitoring, Set monthly spends.

- Training- To work with CCAs / SMs to improve specific skill area. Cross transplant skills across stores. Ensure compliance to the training calendar

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