CRM Lead

SUMMARY:
CRM LEAD - CAPE TOWN 

POSITION INFO:
The purpose of the role: As the CRM Lead\/Head of CRM, you will play a critical role in shaping how we engage with our customers, driving growth, and building long-term loyalty. The CRM Lead role is pivotal in driving customer engagement, retention, and lifetime value through innovative and data-driven CRM strategies. Reporting to the Head of Customer Growth, you will lead a team of CRM professionals and collaborate across multiple business units to deliver personalised, scalable, and impactful customer lifecycle marketing initiatives. Responsibilities: CRM Strategy Development & Execution: Develop and execute end-to-end CRM strategies, with a strong focus on automation-led lifecycle marketing and personalisation at scale. Build and manage a customer-centric CRM calendar underpinned by always-on lifecycle automation, reducing reliance on one-off campaigns. Team Leadership: Provide functional and disciplinary leadership to the CRM team, including direct reports and their teams. Ensure clear ownership across lifecycle strategy, execution, and optimisation. Customer-Centric Communication: Manage the complexities of communicating to customers about multiple product offerings (restaurants, groceries, and other on-demand services). Ensure relevance, prioritisation, and customer-centric sequencing in all communications. Collaboration Across Teams: Work closely with Product, Data, Engineering, Marketing, and Merchandising teams to align CRM strategies with business priorities. Partner with divisions across the Group ecosystem to design and execute joint CRM initiatives. Marketing Automation & Technology: Lead marketing automation strategy, spanning transactional, promotional, and brand communications. Be the champion and subject-matter expert for the Braze CRM platform, driving best practices and capability adoption. Design and launch complex, highly automated CRM journeys using Braze and other MarTech tools, leveraging real-time events, customer attributes, and predictive signals. Performance Measurement & Optimisation: Establish, report on, and continuously improve KPIs for all CRM campaigns, focusing on incrementality, retention, frequency, and customer lifetime value. Own operational dashboarding for CRM campaigns, tracking performance across first-time customers, repeat behaviour, and order-related KPIs. Drive experimentation and optimisation through a formal testing roadmap (A\/B, multivariate, holdout testing). Customer Insights & Lifecycle Strategies: Act as a key partner to the business, translating data and insights into actionable lifecycle strategies. Support paid-for (retail media) communication campaigns for platform partners and non-endemic brands. Subscription Programme Integration: Drive awareness, adoption, and retention of the Group's subscription programmes, embedding them across relevant lifecycle touchpoints. Requirements: 5+ years' experience in CRM or lifecycle marketing roles. 2+ years' experience managing multiple direct reports. Proven experience executing multi-channel CRM campaigns (push, email, in-app, etc.). A relevant tertiary qualification. Experience working with large, diverse consumer bases on scale Hands-on experience with CRM and MarTech platforms in complex environments. Highly analytical and data-driven, with the ability to operate both strategically and hands-on in a fast-paced, high-growth environment. Confident and credible communicator with extensive experience presenting to Senior Management and Executives. Strong technical aptitude with a deep understanding of enterprise-level CRM and marketing automation platforms (e.g., Braze, Salesforce), customer insights tools, and statistical analysis techniques. Creative and commercially minded, with the ability to design and orchestrate multiple concurrent campaigns across diverse customer segments and business units. Strong problem-solving mindset with a pragmatic, solutions-oriented approach. Highly organised, detail-oriented, and comfortable managing complexity and tight delivery timelines. Solid background in Marketing Insights, Retail, and\/or eCommerce marketing. Advanced MS Excel proficiency required.

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