19 Nov, 2018

CRM Manager

  • Disney
  • Hammersmith, London, UK
Full time CRM

Job Description

This exciting opportunity to join the London Disney Store head office team will lead the CRM and Customer Loyalty Strategy for Europe and manage the implementation of this strategy for UK.

Reporting into the European Senior Digital Marketing Manager, this role will need to work closely with the UK Digital Acquisition Supervisor to ensure that both the acquisition and retention plans are aligned and delivered effectively to drive traffic and sales as well as Guest loyalty, advocacy and brand favourability for Disney Store UK.

This role is responsible for managing the Digital Marketing Coordinator.


  • Manage the UK Digital Marketing budget in partnership with the UK Digital Acquisition Supervisor to ensure the optimal split between acquisition and retention channels in order to deliver business targets

  • Plan and deliver CRM strategies for Disney Store UK and encourage Guest retention and loyalty

  • Oversee direct communications with Guests through CRM channels including email planning and delivery as well as management of social media platforms

  • Work in partnership with The Walt Disney Company (TWDC) Digital Marketing/CRM teams, TDS Online and IT teams to understand key platform capabilities and ensure these work seamlessly to capture all required TDS Guest information at key points in the Guest lifecycle

  • Lead Guest journey mapping, analysing touch points within the organisation to maximise commercial opportunities

  • Ensure database is segmented effectively for targeted marketing activities

  • Develop testing strategies for all aspects of CRM to ensure most effective approach for audience segments and product categories

  • Develop Guest loyalty initiatives that inject ‘Disney Magic’ into the Disney Store shopping experience and promote advocacy

  • Work in close partnership with the TWDC UK Digital Marketing/CRM teams to maximise opportunities for Disney Store across the wider business

  • Support the EU Senior Digital Marketing Manager and act as an ambassador for CRM and Customer Loyalty within The Disney Store Europe (TDSE), supporting local EU teams and encouraging an environment where all markets continuously share best practice to maximise growth

  • Continuously measure all channels and initiatives against key performance indicators and improve the effectiveness of the marketing activity through analysis of campaign results, consumer insight and best practice benchmarks

  • Explore new business opportunities and marketing activities to further grow Disney Store sales

  • Educate the rest of the TDSE Marketing dept, and other members of the TDSE business, on CRM for retail

  • Work closely with The Disney Store North America (TDSNA) to share best practice

  • Work closely with the Brand Marketing team to maximise exposure and interest in the in-Store activities

Training & Professional Development

  • Operate with integrity, champion change and be a good ambassador for TDSE

  • Demonstrate an awareness of others, offer support, share knowledge and be a team player

  • Take ownership of your professional development through regular career conversations with your line manager and utilising all available learning resources

  • Proactively lead your team by example, with a focus on continuous process advancement

  • Manage the training and development of all direct reports ensuring regular objectives are set, reviewed and feedback given

  • Contribute to maintaining and enhancing the standard of training and development being given so that everyone has the tools and resources to do their role effectively and efficiently

Basic Qualifications:

  • Extensive experience of direct and digital marketing for e-commerce essential, preferably for a European multi-channel retailer

  • Strong background in customer acquisition, re-engagement and retention strategies is essential

  • Understanding of acquisition channels including paid search, affiliates, SEO is essential

  • Proven budget management experience.

  • Web analytics experience essential (Omniture experience preferred)

  • Graduate calibre

  • Commercial with good understanding of brand management

Preferred Qualifications:

  • Proactive and enthusiastic team player

  • Creative with the ability to view situations commercially

  • Confident and articulate communicator capable of inspiring collaboration in an organisation

  • Autonomous

  • Data literature and analytical

  • Understanding of European local market culture

Additional Information:

  • Possible European travel
  • To contribute to ad-hoc projects as the business requires
  • Different to contracted hours and/or additional hours may be required to meet business needs
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