Lead CRM Officer

Key responsibilities

Strategy

Assist in implementing CRM automation strategies aligned with Starbucks brand goals and customer lifecycle stages.

Support the development and execution of CRM campaigns across email, push, in-app, and WhatsApp.

Collaborate with brand marketing and performance teams to align CRM activities with wider marketing calendars and loyalty strategy.

CRM campaigns

Help manage the end-to-end CRM campaign process, from planning and segmentation to execution and reporting.

Prepare detailed execution briefs and functional specifications to ensure accurate development across all channels.

Own the QA process to ensure all campaigns are delivered as per the brief.

Maintain customer journey maps and assist in building automated workflows that support acquisition, retention, and reactivation.

Ensure timely and accurate campaign deployment with a focus on personalization and relevance.

Growth

Drive continuous customer growth through the use of CRM for acquisition, retention, and customer lifetime value.

Make use of new CRM channels such as WhatsApp to diversify opportunities for engaging with customers and deploying the CRM strategy.

Embed a performance focus and test and learn culture across the team to test, analyse, and iterate on new ideas and opportunities to drive continuous improvement across all KPIs including but not limited to reach, open rate, click-through rate, conversion, average order value, app install, order frequency, and customer lifetime value.

Develop and make full use of relationships with external teams to help develop CRM strategy and delivery.

Data and reporting

Assist in generating regular performance reports.

Provide tactical analysis and actionable insights to inform future CRM strategies.

Ensure data accuracy and compliance with privacy regulations (e.g., GDPR).

Monitor CRM KPIs (e.g., open rate, CTR, conversion) and provide insights to improve campaign effectiveness.

Contribute to A/B testing and performance analysis to support a test-and-learn culture.

Support the CRM manager in budget tracking and reporting on campaign ROI.

People

Coordinate with internal teams (e.g., IT, digital, loyalty, payments) to support CRM initiatives.

Liaise with external partners to ensure platform capabilities are fully leveraged.

Work effectively under own initiative or as a committed team player, engendering respect and support from other members of the business.

Maintain and develop relationships with all external partners to leverage strategic support, knowledge transfer, and value-add opportunities, ensuring that the work ethic, brand values, and mission are upheld at all times.

Be fully customer focused, promoting the voice of the customer across all activities and creating meaningful relationships across all marketing touchpoints.

Expertise

Maintain an up-to-date, expert level of knowledge within your field and across your professional network.

Remain aware of key industry developments and innovations and their application.

Be acutely aware of competitor activity and poised to capitalize on opportunities and repel threats.

Constantly look for new opportunities and regularly suggest improvements.

Create opportunities to showcase expertise internally and externally to raise the profile of yourself and the CRM team and to elevate your peers.

Experience / competencies required

Key skills

Strong understanding of how to use CRM campaigns, segmentation, and automation to increase customer retention.

At least 2 years in eCommerce CRM marketing, working on CRM campaigns with database sizes of 1M+ members, leads, or customers.

Experience using specialist CRM and CDP platforms, tools, and software packages.

Thorough understanding of all data privacy-related legislation (e.g., DSR, GDPR).

Expertise with enterprise web analytical and data tools (e.g., Google Analytics, Adjust, Firebase, Magento).

Analytical and numbers-driven, able to make fact-based recommendations from complex data and turn insight into action.

Excellent understanding of all digital KPIs controlling performance.

Passion to learn and master new technologies and techniques.

Good commercial acumen and awareness of how to affect profit from any given activity.

Ability to react to change and make smart, fast decisions.

Ability to build relationships and influence across teams and career levels.

Good communication skills, both written and spoken.

Customer-first focus.

Preferred skills

Relevant degree or professional qualification.

Experience in fashion, home furnishing, or beauty sectors.

Experience of MENA markets.

Fluent in spoken and written Arabic.

Experience using statistical computer languages (R, Python, SQL, etc.) to manipulate data and draw insights from large data sets.

Coding knowledge and experience with several languages: C, C++, Java, JavaScript, etc.

Knowledge and experience in statistical and data mining techniques: GLM/Regression, Random Forest, Boosting, Trees, text mining, social network analysis.

Experience querying databases and using statistical computer languages: R, Python, SQL.

Experience creating and using advanced machine learning algorithms and statistics: regression, simulation, scenario analysis, modeling, clustering, decision trees, neural networks.