Senior CRM Analyst
Create Media Group
Total years of experience :12 years, 0 Months
CRM Projects (Nespresso, Jazeera Airways, Hertz)
• Manage the creation of retention focused marketing strategies for clients that include promotional and transactional, shopper-driven, segment-based strategies, with unique content driven by an event, customer profiles, behaviors and triggers, etc.
• Develop and execute a customer lifecycle marketing strategy to drive repeat sales, build loyalty, increase lifetime value and reduce churn by engaging customers with the most targeted, relevant, and helpful content at each stage of the customer lifecycle leveraging various communication channels email, call, SMS, website and more.
• Drive continued optimisation and evolution of client’s email marketing programs, including lifecycle trigger programs and transactional messaging.
• Design and manage customer analysis - segment customers into meaningful and actionable cohorts, conduct A/B and multivariate tests, track and analyze performance, and communicate out results.
• Work closely with marketing teams to ensure seamless implementation of new marketing initiatives (serving as liaison between Product and Marketing teams, and Creative and Development teams).
• Produce insightful reports to ensure continuous improvement of all marketing campaigns.
Digital and Social Campaigns (Jumeirah Emirates Academy of Hospitality, SMKA, Dubai Expo 2020)
• Design and execute Adwords campaigns for search, display-network and video advertising.
• Track and monitor website behavior through Google Analytics and Adwords to optimize campaigns.
• Design lead-gen campaigns through social media platform (Facebook and LinkedIn) to reach relevant target audience and potential customers.
• Produce insightful reports to ensure continuous improvement of all marketing campaigns.
Significant Achievements:
• Implementation of CRM strategy across 13 markets in MEA region for Nespresso with a record 40% YoY growth in revenue generated through direct marketing.
• Implementation of Jazeera Airways’ first automated user journey with transactional emails including API integration with sophisticated micro-segments achieved through SQL queries.
• Launched Early-Booker campaign for Hertz achieving a 15% campaign ROI through direct marketing.
Centrepoint is a large format department store retailing four great brands - Babyshop, Splash, Shoe Mart and Lifestyle that caters to the entire family’s needs of high-street fashion, accessories, footwear, beauty products, baby and child essentials, home decor and everything in between. With over 130 department stores across Saudi Arabia, the UAE, Kuwait, Oman, Bahrain, Qatar, Egypt, Lebanon and Jordan, it is the largest non-food retailer in the GCC region.
Role:
• Lead marketing for Centrepoint in UAE for 19 stores with a turnover of AED 1.3 billion in 2016-17
• Manage an annual Expense Budget of AED 13 million in 2016-17
• Plan and implement Annual Marketing Calendar
• Manage ATL media strategies across Outdoor, In-Mall, Print, Radio, Loyalty Program ( Shukran ), Online marketing mediums & Social Media in the UAE
• Conceptualize and execute Promotions to drive Sales
• Implement Targeted Loyalty Promotions to decrease Churn, increase Cross-Concept shopping, Basket Size & Ticket Value particularly in Focus Stores
• Data collection, mining, visualization, analysis, reporting and presentation of key business metrics to the senior management for facilitating strategic marketing decisions around future Promotions strategy
• Measurement of ROI on marketing activities including cost and benefit analysis for ATL/BTL promotions
Achievements:
• Increased footfall by 6% in 2015-16 through eight planned campaigns
• Delivered AED 700, 000 worth of free media space through effective vendor relationship management
• Generated 9% incremental revenue by acquiring new customers through local tie-ups for focus stores
• Planned and implemented 10 ‘out-of-calendar’ initiatives 2015-16 generating 35% incremental revenue from target group.
Responsibilities
Marketing activities for HTC for GCC
- Liaising with HTC, sub distributors and retailers for in-store branding, marketing
campaigns, promotions, marketing events, media adverts etc
- Budgeting, ROI analysis, competition analysis, marketing claims
o Marketing activities for Sony for UAE
- Coordination with Sony for the marketing campaigns run in UAE
- Budgeting, brand management activities, marketing claims
o Coordination with the media and creative agencies
o Marketing activities for Comtel retail (Brands handled: Samsung, Sony, Apple, HTC, Nokia,
BB)
- In store branding, media adverts, POSM,
o Conducting training for the sales staff at Comtel retail and Bas
o Online marketing
- Website development (under process), SMS and email promotional campaigns, EOL
product analysis and online selling.
Skills Used
Marketing management, Budgeting, Claims handling, Third party co-ordination, Digital marketing,
Account handling, Microsoft office tools, Data analysis, Market segmentation
Providing Sales and Customer Service Training to the sales force and to the assistant store managers.
o Successfully organised the launch of BMW’s 6 series Gran Coupe
o Developed marketing strategies for company’s online marketing
o Co-ordinating with BMW’s creative and media agencies
o Lead generation during various promotional events, customer targeting using CRM software.
o Managed Social Media profile of the firm's brand Absolut Zero
o Increased the customer base and generated leads through social media channel.
o Built brand awareness among the target audience via Social Media
o Developed business through Lead Generation.
o Coordination with CXO’s of MNC’s based in Delhi, NCR, Gurgaon who required luxury car services in Mumbai
o Creating the Sales Collaterals of the organization.
o Building the Website for Bobbin Design.
o Keyword identification and SEO.
