Role: CRM Manager - Luxury
Location: Offices in London, typically 3 days a week.
Salary: £40,000 to £50,000 plus bonus and benefits

If your idea of a good wine is a bottle of Hock, Blue Nun, or the Pinot that’s on offer down your local One Stop, and your expectations for good CRM aligns to a weekly 20% off discount code or waiting for the sales to email to drop into your inbox. Then this isn’t for you.

This is for the discerning marketer, someone who understands accessible luxury through to the really high end market. How old money spends theirs to invest in as well as enjoy some of life’s finer luxuries.

But it includes both ends of the luxury spectrum.

From those who want a bit of quality from time to time. So will go to an off lisence and ask for something a little bit special and pay a little more.

Through to the customer who doesn’t really drink it, but keeps it as an investment. They access the concierge service to do their shopping, and the bottle aren’t found on a shelf, certainly not near anything which shows a price tag at least.

This audience doesn’t respond to discount codes and sales specials, and this brand will not engage with these kind of brand eroding CRM tactics, as they recognise their brand is special. It has heritage, recognised for absolute quality, so their CRM reflects this too.

How would you utilise relational marketing executed across a principally email channel to reinforce exclusivity, luxury and quality? Defining the customer contact strategy across their lifecycle so it maintains interest with the consumer and trade alike. Delivering engaging communications which support business objectives and commercial goals, resulting in sales, growth in customer value and increase to repeat purchase, as well as cross and upsell into other product categories.

Ensuring targeting, timing, personalisation and message are absolutely on point, and how every piece of email marketing is consistent in tone and approach, reinforcing the brands’ heritage is preserved and maintained, whilst also building on engagement.

If you get this and understand the mission. That email marketing in this space isn’t about millions of customers messaged, or blasting the same message to all. But highly targeted, small batch, personalised, high quality communications to both B2B and B2C audiences in order to drive customer value growth and repeat purchase. This could be your next amazing opportunity and career home.

You’ll be joining a stellar team of marketers based out of their London HQ. They go to office three times a week, and are a small, but growing unit. This role happens to have evolved from growth. Splitting one role into two as the complexity and sophistication of their marketing programme evolves, as the brand becomes more digitally enabled and connected with the consumer.

Experience we’re looking for:

• Knowledge of CRM in the luxury sector – high end fashion, retail, beauty, food and drink, etc.
• Sound knowledge of email marketing as a channel, coupled with experience of contact strategy, personalisation and lifecycle marketing
• An interest in fine wine would be ideal
• Experience working with content marketing teams, creative functions and technical email teams to plan marketing calendars as well as oversee execution
• Experience working with agencies and third parties. Briefing through to delivery and budget management

Want to Apply? Here’s how:

You can share your Linkedin profile or email me a CV – it doesn’t have to be up to date, we can work on that once you decide you want to take this forward.

Or, for a chat and more information please contact me on:

Colin Doree
Head of Recruitment, Digital, Data & Marketing
Blue Pelican
colin@bluepelican.com