1. Customer Insight & CRM Analytics
• Own customer analytics and continuously evolve segmentation models (RFM, lifecycle, value, category and behavioral) across LOF's customer base.
• Generate actionable insights on acquisition, retention, customer lifetime value, churn and cross-sell opportunities to support commercial growth.
• Analyze promotions, pricing, loyalty and channel performance to identify growth opportunities, margin leakage and customer behavior trends.
• Combine customer, commercial, and external market intelligence to uncover customer trends, identify growth opportunities, evaluate business performance, and deliver strategic insights that support data-driven decision-making.
• Present fact-based insights and recommendations to Marketing, Sales, Trade Marketing and Leadership, enabling faster and better business decisions.
2. CRM Campaign Enablement & Performance
• Lead the analytics and enablement of CRM campaigns, partnering with commercial teams to deliver targeted, personalized customer experiences that drive engagement and business growth.
• Own campaign targeting and measurement strategies, ensuring campaigns are supported by robust segmentation, audience selection, governance, and clearly defined success metrics.
• Establish best practices for campaign effectiveness measurement, including experimentation frameworks, uplift analysis, attribution, and ROI evaluation to continuously improve marketing performance.
• Translate campaign performance into business insights, identifying optimization opportunities across customer acquisition, retention, loyalty, repeat purchase, and commercial effectiveness.
• Deliver executive-ready dashboards and performance reporting, providing stakeholders with timely visibility into campaign performance, customer engagement, and business impact.
3. CRM Platform & Data Ownership
• Own the CRM platform strategy and roadmap, ensuring the platform continuously evolves to support customer engagement, commercial growth, and changing business needs.
• Champion a trusted customer data foundation, driving data quality, governance, customer identity management, and a unified customer view to enable reliable analytics and personalized customer experiences.
• Partner with cross-functional teams and technology partners to deliver new CRM capabilities, prioritize enhancements, and ensure successful adoption across the commercial organization.
• Ensure customer data is managed securely and responsibly, maintaining compliance with data privacy regulations and corporate governance standards.
• Identify and introduce innovative CRM capabilities, including AI-driven insights, marketing automation, predictive analytics, and personalization, to improve customer engagement and maximize business value.
4. AI Adoption & Other Assignments
• Drive the adoption of AI and advanced analytics across the analytics agenda, with a strong focus on the CRM area: predictive scoring, next-best-offer, AI-driven personalization, churn prediction and automated insight generation.
• Identify, pilot and scale AI use cases that deliver measurable commercial value, working with vendors, internal IT and business stakeholders to move from proof of concept to production.
• Promote AI literacy and self-service analytics within commercial organizations, enabling business users to explore data and act on insights independently.
• Perform other tasks and projects assigned by the line manager in support of the department and company objectives.
