Digital Lead

The Client

The client is one of Australias leading direct-to-consumer retailers with markets in Australia, New Zealand and Asia. They market and sell directly to their customers through online, television, print and digital publishing.

The Role

This individuals key focus is to help progress out client's digital projects and to maximize the customer journey to ensure increased revenue, increased customer spend and frequency of spend, increased engagement and retention from our customers.

The role reports to the General Manager and works closely with the Marketing Supervisor. The Digital Lead, who is responsible for all the Digital, CRM, Insights and Customer Journey, works closely with others in the Digital Marketing team, and with Merchandising, Programming, and Creative teams to be in charge of and advance digital projects to create pathways to ensure growth in sales, new customers, reactivation of customers as well as ensure higher frequency of customer spend.

Role Responsibiltities

• Review and refine the CRM strategy across all platforms
• Drive and manage the CRM programmes on a day to day basis - including 3rd party relationships with partners involved in paid search, paid social and customer acquisition
• Work with the various stakeholders in the teams to establish best practise for all email marketing - looking at driving revenue, email flows and refer-a-friend
• In-depth analysis of the email marketing channel and working with the various stakeholders to review and implement new upgrades and plans to improve the customer journey - resulting in development/growth of revenue from the email marketing channel
• Customer database review process of on boarding - from new account set up, Bazaar voice and use for various newsletters, EDMs and SMS campaigns development/growth of revenue from the email marketing channel
• Review the loyalty programmes from a customer journey perspective - working with the Marketing Supervisor who will look after the look and feel
• Day to day management of loyalty schemes building participants and managing profitability
• Education on Loyalty: liaising with the analysts and rest of the marketing and digital team to describe and show the benefits and forward focus of the loyalty programme as well as benefits of a continually refined customer journey campaign
• Responsible for learning and then reviewing third party insights, with subsequent actions - all within a proposed and approved budget
• Responsible for data insights and customer journey analysis on platforms - social and web in particular
• Working with our analyst to manage the customer database to include reporting, analysis and insights
• Working with Marketing and Merchandising teams to develop partnership programs (exclusive content, packages, offers) to build database with potential customers
• Working with the e-commerce team to develop campaigns in order to build quality leads
• Monitoring competitors and other luxury brands from a CRM & Loyalty perspective
• Scope out the strategy of digital projects. Develop the design, look and feel for the projects and liaise with various teams to get projects completed to spec

About you

• You have worked with ESPs (email service providers), membership tiers/loyalty programs and be comfortable planning and developing communication campaigns to further the key objective of driving sales new customers and repeat customers.
• Strong communication skills as the Digital Lead will be working closely with the wider business to take the lead in and advance digital projects and the development team to roll out updates.
• In addition, strong analytical and reporting skills are also a requirement of the role as the individual will use data to make decisions. They will also communicate key database health stats and the revenue generated through the project implementations/rollouts.