.Job DescriptionAs our CRM Lead and member of the commercial team, you will be responsible for developing and implementing CRM and promotional strategies tailored to all YoBrands verticals. As the CRM Lead, you will manage the development and internal education of CRM best practice with your team and in the organisation by developing a culture of 'test, learn & refine' and A/B testing while assessing continuous improvement of the strategy.The key focus of as the CRM Lead will be to put the customer at the heart of everything we do and drive engagement with the ultimate objectives of increasing conversion, loyalty, life-time value, cross-sell and reactivation.You will drive the CRM strategy with your team, providing support to ensure the successful execution of CRM campaigns, including but not limited to:Approve campaigns to customer base before they go live; ensuring USP's are promoted adequately whilst being compliant with all applicable regulations and execution standards.Serve as the internal expert and support on advanced email creation, dynamic content, coding techniques (HTML, CSS, AMPScript), and customisation possibilities.Work alongside team members to automate key journeys across the customer lifecycle ensuring that the relevant metrics are in place to analyse performance against key KPI metrics.QA: You will also be a process expert who can identify problem areas on UX, create elegant solutions to ease workflow and promote your team's natural flair for excellent execution.Campaign analysis is very important as you will ensure our CRM campaigns are effectively measured by tracking key KPIs and monitoring real-time dashboards including customer data and behavioural patterns, to identify opportunities for improvement:Lifecycles: Conversion, Cross Sell and Churn.Channels: Delivery, Open & Click rates.Customers: value, recency, frequency, Average Deposit etc.Weekly monitoring and reporting on the performance of CRM strategies and initiatives will ensure alignment with growth targets and outlining successes, challenges and recommendations to the business. Collaboration with Data teams to constantly evaluate the database – identifying bonus abuse, disengaged users, under and over bonused segments and general CRM hygiene.A key measure of success for this role is the ability to deliver, test and execute new initiatives and tools to increase customer retention, working closely with leadership and technology teams.Drive innovation and excellence by leading new CRM initiatives into the business (push notifications, rich media SMS, micro segmentation etc.) to take CRM to the next level and differentiate our brand from competitors.Take ownership of the day-to-day relationships with key external suppliers, ensuring accuracy on new tools integration and new processes as well as campaigns are delivered on time and to budget