CRM Manager

About The Whisky Exchange

Founded in 1999 by Sukhinder and Rajbir Singh, The Whisky Exchange is a fast-growing and world-renowned international spirits business. It was one of the first multi-channel, multi-market global drinks distributors and is a leader in its field. Now made up of four group companies, it is an independently managed business and has been part of the Pernod Ricard Group since November 2021. 

We pride ourselves on our imagination, creativity and ability to source and sell fantastic spirits across the globe. We love what we do and we would love you to come and join us.

Your unique contribution

This is an outstanding opportunity to join The Whisky Exchange's Online Business & Marketing team. The CRM Manager is responsible for the strategy, execution and reporting of all email communications for The Whisky Exchange. Reporting to the Head of Digital Marketing, the CRM Manager will own the customer segmentation programme and will play a key role in the launch of the loyalty programme. The role is hybrid with a minimum of two days per week at our office in Park Royal.

CRM has seen strong growth over the last 3 years, from a modest base. With deployment of Ometria, the recent creation of customer segmentation, the pending launch of referral and the upcoming plan of loyalty programme launch, there's a lot for the incoming Manager to get involved in!

As CRM Manager, your responsibilities include:

• CRM Strategy - responsible for building, maintaining and updating the CRM strategy to maximise commercial opportunity and customer engagement. This includes:
• Broadcast email - compile calendar of topics and product stories, coordinate content, select recipients and send
• Targeted emails - compile calendar of targeted topics (e.g. Old & Rare), coordinate content, select segmented audience and send
• Lifecycle - build the lifecycle campaign calendar, capturing re-engagement and upsell objectives, coordinate content, select recipients and send (e.g. welcome series, milestones, win-back)
• Deliver all email communications against the strategy outlined through the email platform
• Budget revenue along with other agreed metrics against each email, and ensure the sum of planned emails meets company budget requirements. Monitor and measure performance of emails, to feedback and optimise strategy
• Coordinate with Customer Experience team to deliver VIP programme (e.g. monthly audience send)
• Deploy, maintain and optimize the customer segmentation programme
• Day to day lead of peer recommendation (Mention-Me)
• Contribute to customer loyalty programme as it kicks off; Contribute to print direct mail initiatives as initiated
• Clear communication of requirements from key stakeholders across the business; from product picks to copy and photography

Your perfect blend of Talent

As well as having an entrepreneurial spirit and a highly organised, collaborative approach, you will also bring:

• Proven experience in CRM management; a customer-first mentality
• Experience developing loyalty programmes is greatly desired
• Expert synthesiser of facts to provide clear, succinct summaries
• Looks for innovative ways to share customer insight with the wider business
• Expert understanding of channel; role of email, strengths and weaknesses
• Commercially astute - with the ability to identify and prioritise recommendations based upon scale of impact
• Expert practitioner of marketing and analytical tools, e.g. Google Analytics, Ometria etc.
• Strong understanding of technology development and deployment; steps, timeframes, opportunities and pitfalls
• Expert practitioner of key Microsoft programmes; Word, Excel, PowerPoint
• Strong understanding of e-commerce functions along with their dependencies, e.g. operations, customer service, content etc.
• Numerate and data-led in decision making
• Clear communicator and strong collaborator with an ability to coordinate and negotiate effectively with peers
• Curious; have a quest to learn and do things better

Benefits of joining The Whisky Exchange

Fun Stuff

Staff Discount at The Whisky Exchange | Tastings | Product Education | Access to Events | Cycle to Work Scheme

Serious Stuff

EAP | Great Parental Leave Policies | Life Cover | Private Medical Insurance

Feel Good Stuff

S&R Initiatives | Career Development | Responsib'All Day | Employee Networks | Flexi Work | 25 Days Holiday (plus Bank Holidays)

Applications are to be received by 19 June, however we reserve the right to close the advertisement sooner.

We're committed to diversity and inclusion.

We promote diversity and inclusion throughout our business. In our teams, we proactively foster a diverse work force and an inclusive culture - an environment where we can truly be ourselves.

We will assess your application for this role based on your skills, experiences and achievements, not your gender, age, ethnic or educational background or any other such factors. Please feel free to leave these off your CV and application form if you so wish.