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Job no: 556220
Work type: Full time
Site: Redditch
Categories: Marketing
Location: United Kingdom
Salary: Up to £38,000pa (dependant on experience) plus aligned Benefits
Business Area: Halfords Support Centre
About us
At Halfords, our mission is to inspire and support a lifetime of motoring and cycling. As a specialist retailer, we lead the market through customer-driven innovation and a distinct product range. We are dedicated to providing our customers with an integrated, unique, and convenient service experience—from e-bike and electric vehicle servicing to on-demand solutions. Our commitment is to foster customer loyalty by offering compelling reasons to keep coming back to our stores, ensuring a lifetime of motoring and cycling enjoyment.
The teams at our Redditch Support Centre work with every other area of our business, putting them at the heart of the action and playing a key role in our success and growth. Everyone brings their individual knowledge and experience to work every day, working as one team to keep things moving smoothly.
If you’re willing to get stuck in, you’ll love it here too. So put yourself at the heart of a dynamic, fast-paced working environment where expertise and focus take people far.
About the role
We have an exciting role within the Group CRM team, for a Senior CRM Executive to support the development of our automation programme. Halfords has a sophisticated automated email programme supporting our Halfords Motoring Club members and all our non-members. The programme extends beyond email into web personalisation, social, SMS and direct mail to enable a true omnichannel approach. This role is responsible for developing and optimising the programme using targeting and personalisation techniques, ensuring customer engagement and LTV is maximised.
This is a fantastic opportunity for someone who is passionate about customer excellence, optimisation and leveraging CRM tools to support an evolving omnichannel approach that enhances the customer journey.
Key responsibilities
Develop the existing CRM automated programme for all Halfords customer bases, focusing initially on email and looking for any opportunities within SMS, DM, Online personalisation, Paid Search and Social, working closely with the CRM data agency, Web personalisation and Performance Marketing team. Design and build new automated campaigns to support business needs and/or using customer and data insight. Seek new design opportunities using CRM creative tools. Work with the creative agency to ensure emails are optimised for accessibility and they convey messages in an engaging and relevant manner within the Halfords brand guidelines. Assist with the optimisation of the contact strategy for Motoring Club members and non-members email programme. Use new and available data models and customer data to create dynamic and highly personalised campaigns, plus test and learn to ensure campaigns drive the desired results. Look for opportunities for new data models. Use segmentation techniques to select audiences to target campaigns to the right customers, using the right channel ensuring that customers receive appropriate levels of contact. Develop a plan and carry out multi-variant testing. Constantly review performance, at weekly, periodic, and total campaign levels to advise the business on CRM performance and provide fact-based recommendations. Work closely with external partners: design agency, data providers, dynamic content agency and email send provider. Assist with transformation programmes, data integrations, new project developments and wider CRM Programme activity when required. Carry out competitor reviews to establish best in class email & CRM activity. Become a super-user on all Halfords CRM systems.Reward & benefits
A fair and competitive salary evaluated against market data, annual discretionary bonus scheme, pension, life assurance, 25 days annual leave plus bank holidays and enhanced family leave. Commitment and dedication to your ongoing personal and professional development. We help you to own and grow your potential so you can be at your best in your current role and to support your future career aspirations. We offer hybrid working in our Support Centre, you will be based at our Support Centre 3 days a week with an optional 2 days working from home. You will have access to a wealth of employee discounts across the Halfords suite of products and services. Wellbeing and inclusion are at the heart of our colleague experience. We offer resources and ongoing support to enhance your wellbeing at work and active Colleague Networks supporting inclusion initiatives across Halfords.About you
Experience working in a similar CRM role with experience of email automation and optimisation. Experience of personalisation techniques across multiple channels desired. Good knowledge of HTML and email creative best practice. Good knowledge and hands on experience with ‘Email Service Providers’ E.g., Cheetah Digital Marketing Suite. Exceptional stakeholder management / customer service skills (internal and external). Strong capability for copywriting, analysing customer data / campaign data and strong problem-solving ability. Hands on experience defining and selecting customer audiences. Excellent organisational skills, exceptional attention to detail and the ability to deliver a high level of accuracy in your work. Passion for customer and constantly curious; you will have the ability to think broadly about how CRM operates within a broader marketing and overall business strategy.Not sure you meet all the criteria? We'd encourage you to take the wheel and apply anyway! At Halfords we are committed to creating an inclusive workplace for our colleagues. We're an equal opportunities employer and proud to welcome applications from all backgrounds and embrace diversity within our one Halfords Family.
At Halfords, we operate a hybrid working policy with 3 days per week on-site at our Support Centre in Redditch Worcestershire.
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