CRM Loyalty Manager

Job Description
The CRM Loyalty Manager is responsible for developing, executing, and maintaining the "My Dior Prive" at Parfums Christian Dior. This role involves strategic leadership in the deployment and ongoing evolution of the program, ensuring an excellent client experience and adapting to technical challenges and opportunities for CRM strategy enhancements. This contributes to strong brand engagement and drives member growth.
Key Responsibilities:
Loyalty Program Management:
Develop and implement the loyalty strategy to be best-in-class, engaging members and contributing to strong brand engagement.
Lead and deliver a clear client experience, supporting the implementation of new features within the loyalty program and day-to-day client animations & activations.
Analyze the database to constantly adapt the activations to drive member development.
Measure the performances of each activation and client behavior.
Partner with the CRM team to develop, implement, and scale this strategy across North America markets.
Maintain loyalty program operations, including P&L overview, spend and ROI on offers/rewards, brand engagement activities, VVIC events, and marketing initiatives.
Technical and Analytical Oversight:
Coordinate with IT teams to monitor technical developments related to the loyalty program, including functional evolutions and automated campaign implementations.
Manage ancillary projects concerning customer data to continuously improve client knowledge.
Analyze and share learnings from loyalty customer behavior with cross-functional teams, senior leadership, and HQ partners.
Animation and Engagement Initiatives:
Design, develop, and implement the member animation plan to enhance engagement and retention within the loyalty program.
Work closely with marketing and creative teams to brainstorm and implement innovative ideas for campaigns that resonate with the target audience.
Measure the effectiveness of engagement initiatives through key performance indicators (KPIs) such as participation rates, customer feedback, conversion metrics, and their impact on overall customer lifetime value.
Ensure consistency in brand messaging across all animation efforts while tailoring approaches to suit diverse customer segments within the loyalty program.
Rewards Strategy:
Define the yearly rewards plan for members: selection of rewards adapted to each membership, forecast of the quantities based on the database analysis, budget management.
Manage the day-to-day reward plan: stocks management with e-commerce & POS teams, coordination with logistic team for smoother delivery, work the communication plan for members.
Track regularly these rewards to analyze the performance and remaining stocks.
Customer Service and Retail Liaison:
Closely monitor customer feedback relayed by after-sales service (SAV) as well as by the Retail team, addressing queries, complaints, or any other relevant feedback.
Main Goals/KPIs:
Member Growth: Drive member development from paid and owned channel touchpoints and monitor the customer lifecycle journey within the program.
Member Sales: Track member performance through RMF models, purchasing tendencies, and combined marketing activations and commercial planning.
Business Penetration: Drive member penetration in e-commerce business by promoting the program's rewarding mechanism and creating signup opportunities for guest customers.
Top Client Retention: Partner with HQ, PR, CRM team to activate top clients by hosting physical/virtual events, premium client experiences, and special benefits.
Reporting: Provide regular KPI updates and recaps to Senior Leadership, locally and centrally.