Purpose & Key Responsibilities
The CRM Manager is responsible for all BMW GROUP SF Customer Relationship Management as well as below-the-line activities and the alignment and integration within the organization (Marketing, Sales, Operations and NSC CRM, NSC Marketing & Retailer network). The key role is to drive customer retention through the Customer Journey, campaigns, and loyalty offers. Retention is driven through eMaster, and the CRM specialist is responsible for this platform as well as the performance & training of the CRM specialists at the Retailers.
Key accountabilities of the function
- Drive retention & loyalty within the Retailer Network, SF & NSC
- Support the implementation of Loyalty through the Retailer network & across all business lines
- Maintain close relationship Retailer network staff like DP’s /SM’s/CRM’s /F&I’s. Provide Retailer support & reports to further enable the Retailer to perform retention
- Work closely with V-2 & SF Regional Manager to drive CSC, 4S & overall retention
- Provide training & development to Retailer Retention Staff, SF & NSC Regional Managers
- Review Retailer performance on a monthly basis providing reports and insights to Management to drive performance
- Drive awareness and understanding of Retention, 4S & CSC through the entire organisationat relevant forums, meetings, conferences & newsletters
- Implementation of Global BMW Group CRM standards to ensure strategic alignment of retention topics
- Ensure close cooperation and collaboration of NSC & SF global CRM departments.
- Development of new concepts & programs for CRM as well as definition of relevant target groups including Drivers Club
- Development and implementation of CRM measures in alignment with all relevant stakeholders in order to achieve yearly sales target.
- Development of content in alignment with NSC & SF Marketing, including the setting of lead targets, joint synchronised campaigns as well as shared services for campaigns
- Execution of standardised retention/loyalty programs according to strategy annual activity plans & Marketing concepts
- Execution of customer care measures according to retention/loyalty strategy, annual activity plan & customer feedback
- Deriving Retention/loyalty/Conquest measures based on LRP/Budget/Key figures & reconciling with the NSC
- Manage the BMW Group SF Customer lifecycle, lead generation & nurturing processes
- Planning of budgets and resources for CRM activities/measures
- Manage the internal customer working group & drive implementation of initiatives.
- Liaise with NSC, Retailer Network & SF Sales to ensure alignment on all CRM activities
- Work with SF & NSC Sales & Marketing for the development and execution of CRM customer activities
- Liaise with support functions like Operations/Legal/Compliance to ensure alignment
- Manage the SF CRM tools/platform(eMaster) including ongoing enhancements
- Retailer Network training & development
Educational Background / Professional Knowledge and Experience / Other Skills
- Bachelors Degree
- 3-5 working experience in a similar role within Financial Services & Motor Industry
- CRM-System experience
- Analytical skills
- Customer centricity
- Problem solving
- Communication & interpersonal skills
- Conflict Resolution
- Negotiation skills
- Business Presentation skills
