CRM Manager Aw Lab

With more than 270 shops in Italy, Spain and Portugal AW LAB is a laboratory of “urban sport style” trends that offers to its customers the coolest products of the moment, suggesting and inspiring them in creating their own style. Since opening its first store in 1997, with the name of Athletes World, AW LAB is part of the Bata group, world leader in the footwear industry, with over 5,000 stores in more than 100 countries. AW LAB proposes a wide collection of sneakers of the most famous international sport brands and a wide range of exclusive designs created in collaboration with them. The proposal is completed by a collection of apparel and accessories of the leading sportswear brand and by two private clothing labels.

In this moment of great emphasis on organisational development, Bata Spain and AW LAB Spain would like to include in their HR Management Department a professional to take care of the HR Management processes of the Spanish employees.

In Spain AW LAB is experiencing a period of great development of its network of direct shops and franchises.

**Posizione**:
As CRM Manager you will lead the roll-out and development of the customer relationship management (CRM) and customer loyalty programs for AW LAB. Develop a truly 360-degree view of our customers and their shopping needs as well as identifying opportunities to deepen brand loyalty and enhance our product offering to meet our changing customer tastes.

**MAIN ACTIVITIES**:
**CRM**
- Develop and implement CRM systems for AW LAB working closely with external partners to develop and deploy the right solution for the needs of the business.
- Generate true customer insight that drives business improvement (e.g. sales)
- Manage and monitor the full systems implementation down to store level ensuring appropriate training of staff to ensure full functionality is utilised
- CRM updates
- Structure & maintain customer data ensuring that it is fit for commercial purpose
- Development of the methodology of CRM data evaluation and analytics
- Business intelligence definition & functionality
- Reporting definition
- Loyalty programs brand building & communications
- Definition of the strategy framework for the development of the customer base
- Development of marketing automation plans through the implementation of CRM systems for the management of digital campaigns in "event driven" view
- Definition of segmentation criteria for behavioral clusters in order to elaborate specific actions that increase the CR and the frequency of purchase of customers
- Definition of appropriate KPIs for monitoring CRM activities and customer lifecycle
- Coordination of campaign management activities with the other activities of the digital channel (website, social media, PPC campaign) and overall with the brand identity guideline, in order to increase the effectiveness of the message, the lead generation and customer retention
- Analysis of market trends (consumer behavior / needs) and competitors benchmarking

**LOYALTY PROGRAMS**
- Definition of loyalty principles
- Loyalty programs development and implementation to all markets across Europe
- Ongoing loyalty programs management and continuous improvement
- Loyalty programs brand building
- Driving of commercial activities related to add-on business
- Customer data analyses
- Identification and proposal of commercial activities
- Working closely with the marketing team in direct communication activities to registered customers
- Communication of loyalty programs, especially at retail network and web
- Evaluation of loyalty activities (ROI)
- Training, coaching, support

**Requisiti**:

- Excellent use of MS Office
- Preferably experience in using Selligent and Qlik Sense
- Basic knowledge of HTML language
- Analytical thinking
- Numerical familiarity
- Organizational skills
- Flexibility and proactivity
- Team working
- Problem Solving
- Decision Making
- Result Oriented
- Comfort with working to tight deadlines

**Altre informazioni**:
**WORK LOCATION**
- Limena (PD) - Italy
- Possibility of smart working for part of the week after an initial training period