CRM Coordinator

Job location:
United States/NY/New York


Job type:
FULL-TIME
Brand / division:
Ermenegildo Zegna is the worldwide leader in luxury menswear.

The CRM Coordinator will help drive the market-level CRM strategy in conjunction with the HQ CRM/Marketing team, feeding in the information critical to creating market-right targets and action plans while ensuring active, day-to-day management of the Zegna Journey / customer experience in store.

 

MAIN RESPONSIBILITIES


Strategic:

  • Funneling of market-level customer knowledge into:
    • Annual planning process done in conjunction with the HQ CRM team
      • Target setting
      • Calendaring of local, strategy-supporting initiatives
  • Zegna Journey and Contact Strategy adaptation together with respective HQ CJ Coordinator
    • Individual customer-level planning for top-client engagement together with store managers and Customer Advisors
    • Store level assessment of opportunities and challenges; develop recommendations and tools to support retail business
    • Definition of resources / budget necessary to achieve targets
    • Diffusion of Annual Customer Report to corporate functions and store staff, ensuring their comprehension of customer behavior and their impact on it

 

Day-to-day activity:

  • Organization and execution of initiatives calendared during planning process and management of respective tracking with HQ support as necessary for:
    • ZWP gifting, service offering, experience organization; includes management of Quintessentially, Concierge company; providing ZWP experiences and delighting 
    • General initiative list preparation and tracking; customize client lists & pull reports as per GM requests
    • Provide Aladdin support to GMs (usage questions, etc.)
    • Personalized client delighting opportunities
    • Review of weekly, monthly, and seasonal reporting distributed by HQ with CRM HQ, Retail Directors, Area Managers, and Store Managers, defining action plans as necessary to guarantee achievement of set KPIs:
    • Customer and sales performance vs. targets focusing on core KPIs
      • Retention, reactivation, and handover rate
      • Frequency
      • Spending
      • Upgrade and downgrade rate
    • Database Health
      • General KPIs covering customer codification, reach, information maintenance, and qualitative data gathering
      • eRegistration usage in store
      • Profile merge status
    • Customer Portfolio Status
      • Assignment and reassignment rate inclusive of store closure and CA exit / transfer and new-hire process management
      • Merge & update preferred shop, etc.
      • Calibration score
      • Engagement rate

 

Customer Insight: NPS & Mystery Shop

    • Coordinate with HQ to set up NPS & Mystery shop for boutiques and outlets
    • Follow up with selected NPS respondents on a monthly basis; liaison with HQ on customer service issues and follow-ups
    • Distribute comments and compile reports for distribution to Retail Management and GMs
    • Complete action plan
    • On-the-ground Privacy management such as address card distribution, archiving and data-collection practices
    • Training
      • Material adaptation for local considerations together with HQ CRM team
      • Onboarding of Retail Directors, Area Managers, and Store Managers
      • Refreshing of Customer Advisors
      • Training delivery to corporate peers