CRM Senior Specialist

Job Purpose Drive customer engagement, retention, and revenue growth by managing CRM strategies, customer data, lifecycle campaigns, and marketing automation while delivering actionable insights to improve customer experience and business performance. Key Responsibilities: - Develop and execute CRM strategies that support customer acquisition, engagement, retention, and loyalty objectives. - Manage customer lifecycle programs across onboarding, activation, repeat purchase, retention, win-back, and reactivation stages. - Plan, build, and optimize targeted email, SMS, push notification, and other customer communication campaigns. - Segment customer databases based on demographics, behavior, transaction history, preferences, value, and engagement. - Create customer journeys, automated workflows, triggers, and personalized communication experiences. - Maintain the accuracy, completeness, and integrity of customer data within the CRM system. - Monitor CRM campaign performance, including open rates, click-through rates, conversion, revenue, retention, and return on investment. - Conduct A/B testing on campaign content, audience segments, offers, timing, and communication channels to improve results. - Prepare regular CRM performance reports, dashboards, forecasts, and recommendations for management. - Analyze customer behavior, purchase patterns, churn risk, lifetime value, and engagement trends to identify growth opportunities. - Collaborate with marketing, e-commerce, sales, customer service, technology, data, and operations teams to deliver integrated CRM initiatives. - Coordinate campaign calendars, briefs, content requirements, approvals, testing, launches, and post-campaign analysis. - Support the development and implementation of loyalty programs, customer offers, promotions, and personalized experiences. - Ensure CRM campaigns comply with applicable privacy, consent, data protection, and company communication policies. - Identify opportunities to improve CRM processes, data quality, system functionality, reporting, and marketing automation. - Manage relationships with CRM, marketing automation, analytics, and technology vendors when required. Required Qualifications - Bachelor’s degree in Marketing, Business Administration, Data Analytics, Information Systems, or a related field. - 4–7 years of relevant experience in CRM, customer lifecycle marketing, retention marketing, marketing automation, or a related field. - Proven experience developing and executing customer segmentation, personalization, and lifecycle marketing campaigns. - Hands-on experience with CRM and marketing automation platforms such as Salesforce, Microsoft Dynamics, HubSpot, Braze, Adobe Campaign, or similar systems. - Strong knowledge of email, SMS, push notification, loyalty, customer journey, and retention marketing practices. - Strong analytical skills with the ability to interpret customer data, campaign performance, and business KPIs. - Good knowledge of Microsoft Excel and reporting or visualization tools such as Power BI or Tableau. - Experience with customer databases, data quality management, marketing automation, and campaign tracking. - Strong project management, communication, stakeholder management, and presentation skills. - Excellent attention to detail, organization, problem-solving, and ability to manage multiple campaigns and priorities. - Knowledge of customer privacy, consent management, data protection, and digital marketing compliance requirements. - Self-motivated, commercially aware, results-oriented, and able to work independently and as part of a cross-functional team.