Marketing Technical Lead (CRM)


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About the team
Based in London, the CRM team drives the global CRM strategy and plays a key role in the business CX strategy. We go above and beyond to deliver personalised experiences to our customers and meet our company goals. Everything we do is driven by the data we have and enabled by the platforms we use.

We are a growing but tight knit team looking for a technical expert to join us and ensure we have the right data structure and technology in place to enable a step change in growth. Key KPIs for the team you’ll be impacting are retention rate and signup to activation rate.

What you’ll do
As the CRM Tech Lead you will work hand in hand with the CRM Managers on the team to ensure they are enabled to create highly personalised communications for our senders and recipients. You’ll be the key liaison between the CRM team and Engineering, working closely with Product Owners to scope out CRM requirements and supporting them in fulfilling those for us. You’ll proactively make recommendations on how we can improve the data flows we have in place, and collaborate with the Online channel owners and Brand team to ensure our setup is compatible with the data needs of the wider Marketing department.

  • Lead the implementation of our new mobile engagement platform, project managing everything from scoping, providing detailed requirements, liaising with the Product Owners, and testing on the CRM side
  • Ensure smooth data flows between our existing ESP and the new mobile engagement platform
  • Complete the integration of Branch in our ESP and enable tracked deep linking for the team
  • Be responsible for building out the capability for the team to show accurate fx and fees in our communications on a customer level, which are updated multiple times per day, in collaboration with Product and Engineering
  • Be responsible for building out the capability for the team to target customers in near real-time based on their interactions with our app and website, and use this behaviour to personalise the content, in collaboration with the relevant tech teams
  • Create, update and maintain documentation of data points and ensure team is using them correctly
  • Actively monitor and maintain data flows from our platforms to our Data Warehouse and vice versa
  • Manage the correct storing of Control and Treatment data to feed our automated reports
  • Complete the migration of WorldRemit’s transactional emails to our existing ESP in collaboration with Operations, Product and Engineering
  • Ensure the scalability of our data solutions and tech stack as we grow and expand our channels
  • To be successful in this role, you will:
  • Be on top of trends and developments in martech and have a good understanding of how they can help CRM, e.g. Customer Data Platforms
  • Possess solid knowledge of the workings, benefits and drawbacks of data transfer methods (sftp, API, SDK)
  • Have good numeracy skills and an understanding of marketing segmentation, reporting and tracking. Experience with Branch, Emarsys or Braze will be advantageous.
  • Have experience in team management and know how to grow and motivate direct reports, with a view to hire and build out a team in this role

 Extensive hands-on experience with ESP platform set up, either vendor, agency or client side
 Familiarity with various marketing channels and how they are fed by customer data, including email, SMS, mobile and onsite messaging
 Well versed in QA processes, thorough approach to testing and an eye for detail
 Collaborative approach – you will work closely with the rest of the CRM team and stakeholders across the business
 Flexibility and adaptability: we’re a growing business so priorities can change quickly

 Basic understanding of how Facebook audience targeting works, which data points it uses and the roles of their SDKs in this
 Understanding of website analytics tools, particularly Google Analytics, e.g. GAIQ certification
 Basic SQL skills
 Experience with real-time email personalisation tools, e.g. Movable Ink
 Experience tools triggering API-based comms, e.g. Postman

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