Guest Knowledge & Engagement Manager

Job Title:                          Guest Knowledge & Engagement Manager (GKE) / CRM Manager (m/f/d)
Reports To:                      Marketing Director Germany
Based At:                         Wertheim Village & Ingolstadt Village (Home-Office possible)

About the role

As our Guest Knowledge & Engagement Manager / CRM Manager (m/f/d), you will assist in the development of the Guest Knowledge & Engagement (GKE) strategy and execute it at the Village level. You will be responsible for the analysis of our guests or potential guests and leverage the insight to drive guest acquisition, deliver relevant content to the right audience and enhance the engagement of our current members.

Key responsibilities

The key responsibilities of this role will include some or all the following. Development of the Village’s Communication & Research Strategy

• Develop the overall communications and research strategy for the Village

• Manage and oversee the segmentation of the email data continuously to identify and target actives, lapsers and dormant with specific campaigns

• Review opportunities for surveying the existing customer base to increase quality of customer base. Work with external research agency to ensure market analysis is incorporated into ongoing communication strategy Management of Membership Programme

• Develop a communication strategy of the membership programme in line with both Central and Local CRM Team

• Conduct trainings of the membership programme to the relevant parties when necessary

• Get involved in various activities that are related to our members, e.g., buyer programme, brand engagement, push notifications, etc. Guest Acquisition

• Plan, coordinate and execute the guest acquisition strategy to achieve the agreed KPIs on the number of new members

• Grow the customer database through data capture at all possible touch points

• Support the Private Client Services Team on the acquisition and retention of high new worth guests by taking care of the segmented emails, notifications and regular reporting Guest Analysis

• Analyse our guest to provide a greater insights on who our guests are and what is driving our business for future business development and campaigns;

• Provide insights on the profile of our (potential) guests by using various analysis tools to assist in developing the relevant contents to our guests or potential guests

• Create pen profile shoppers

• Weekday shopper vs weekendshopper

• Adopt a continuous approach to comprehending guest behaviour and assessing its impact on daily performance

• Combine the data with research conducted by the business to conduct more comprehensive analysis

• Develop relevant communication contents through the guest analysis

• Optimize the emails sent to our members by maximizing the open rates, click throughs and visits to the Village by segmentation of customer database, personalized messaging and AB testing Reporting

• Recognise the factors affecting the performance of the Village through analysis on a weekly basis

• Identify the strengths and areas of improvements, contributing to the medium-term business performance

• Be responsible for the reports on the analysis of local campaign activities and return on investment regarding email campaigns and partnerships

• Compile reports of membership regularly or when necessary

About You

We are looking for an individual who can display the following experience and skills:

• Degree education or equivalent qualifications is preferrable

• Experience as similar role focusing on consumer insights

• Computer literate and high proficiency in Microsoft Office; knowledge of Conig, PowerBI, Google Analytics and TGI is essential

• Previous experience on implementing a successful rewards programme

• Demonstrable experience in leading a team and managing budgets

• Excellent understanding of database concepts and segmentation

• Ability to run A/B Testing and Multivariate Testing (MVT)

• Experience in 3rd party consumer research

• Exceptional analytical skills with the ability to segment audience and define new audience types

• Capable of running consumer research panels

• Ability to think strategically and turn guest insights into marketing plans

• Strong organisational and planning skills, with the ability to put processes in place

• Excellent interpersonal and communication skills

• Able to work well with all levels across the business • Ability to perform under pressure and to meet deadlines

• Fluent in English and German language, any other European language would be beneficial