Working with the and to develop and manage CRM audience segmentation strategies based on customer data and behaviour. * Create dedicated data filters for paid media activities in the existing Salesforce Marketing Cloud CRM database, according to briefings from GTM, CRM and Merlin Performance Marketing teams * Track, analyse, and report on activation of data segments on key performance indicators across CRM and paid media campaigns (e.g. click-through rates, conversion rates, CPA, ROAS). * Provide insights and recommendations to optimise CRM efforts based on data-driven analysis. * Work closely with the to refine and enhance the CRM strategy through continuous AB testing of new data segments and continuous feedback loops. * Keep up-to-date with industry trends, tools, and best practices including data protection, proposing new ways to enhance CRM activities and customer engagement.
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