ABOUT FINISTERRE
Born two decades ago from the needs of hardy British surfers, Finisterre is proudly B Corp certified and a leader in its field; designing functional and sustainable products for those that share a love of the sea and adventure. Whether based at our cliff top headquarters in St. Agnes, Cornwall or in one of our eleven retail locations across the UK, Finisterre is a truly unique brand and career proposition.
Perched a few hundred meters from the crashing Atlantic, our HQ at St. Agnes’ Wheal Kitty Workshops is at the heart of our brand. Here we stay true to our original design ethos of functionality and sustainability brought to life in an understated style and identity, always remaining committed to product, environment, and people.
Our people are at the very heart of the Finisterre brand, wherever they may be in the world, sharing our values and vision to make the world a better place. Culture and team are everything here. We take care to create a working environment where our people are valued and can thrive and grow with us. It’s a buzzing place to work, and we are privileged to enjoy the natural environment and ocean on a daily basis.
As we enter the next exciting stage of global growth, we are on the lookout for talented individuals to join our crew. So, if you are as passionate about the ocean as we are, if you embody our values to be Brave, Honest and Driven, if you want to be part of a truly authentic, purpose-led brand and you share our vision to create exceptional products in a responsible way, then we would love to hear from you
ABOUT THE ROLE
At Finisterre, our customers are at the heart of everything we do, and we have a very loyal base who believe in our brand commitment to sustainability, innovation and ultimately love our product. In the role as CRM Manager, you will support the Senior Retention Marketing Manager in driving and achieving the customer retention targets. You will be the CRM champion, responsible for the end-to-end management of our customer email and SMS campaigns, briefing assets, building segments, scheduling and reporting of all Finisterre newsletter, automation and SMS campaigns.
This role is being offered a 12-month, maternity cover contract.
KEY RESPONSIBILITIES
- Create the seasonal newsletter BAU email briefs and assign to the creative team in our briefing tool Asana, working closely with the Product Marketing Manager and Senior Retention Marketing Manager that messaging aligns with the trade calendar.
- Segmentation and Personalisation: Create customer segments based on data analysis and implement personalized email communication strategies to drive repeat.
- Add links, test and schedule all emails, ensuing sign off from key stakeholders.
- Consistently test and learn and optimize email performance by A/B testing subject lines, content and send times
- Build and manage automated customer journey workflows to nurture leads, and drive conversions for customer with high intent (Abandon series) and at lifecycle stages to drive post purchase repeat and reactivation.
- Drive the email creative process, working with the creative team, ensuring they have clear briefs and insight to support the design process and also the CDP CSM, to ensure we are utilising the platform to it’s full potential
- Provide regular email reports and insights to senior management, highlighting the impact of CRM and email marketing efforts on business goals.
- Regularly analyse CRM and email marketing performance metrics in to identify trends, opportunities, and areas for improvement.
- Support the Senior Retention Marketing Manager in developing and implementing CRM strategies and campaigns that enhance customer journeys using our pop up and recommendations tool, and other campaign communication tools such as SMS and Direct Mail
- Drive prospect conversion, repeat rates and optimising customer journeys, with other campaign communication tools such as our pop up and recommendation tool, SMS and Direct Mail
- Guide the internal email team, working closely with the Senior Retention Marketing Manager, Product Marketing Manager and the Creative team, including our in-house graphic design team and copy writer
Requirements
WHAT YOU’LL BRING TO FINISTERRE
- At least 3 years in a CRM campaign role
- Experience using an CDP (Ometria favourable)
- Strong analytical eye for detail, using both solid email performance metrics and customer journey intuition to optimise performance and continuously test and learn using A/B testing in the ESP.
- Excellent communication skills
- Strong analytical skills with ability to interpret data and make decisions
- Experience building data segments
- Good understanding of HTML/CSS principles