CRM & Direct to Consumer Broxburn, Scotland
Job description
Ian Macleod Distillers Ltd… ‘An international, entrepreneurial, brand-led, successful, sustainable and respected, family business’
We appreciate and value your interest in this opportunity with Ian Macleod Distillers. We own some of the world’s best loved brands such as Glengoyne, Tamdhu, Rosebank and Edinburgh Gin. If you haven’t already, please browse around our company internet pages and immerse yourself in our colourful history and sample the details of some of our exquisite brands. As we start to tantalise your taste buds and whet your appetite for a career here with us at Ian Macleod Distillers, you will really get to understand just why our team members and customers are indeed so passionate about all things Ian Macleod!
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Setting the scene
We are now currently looking for someone to join the team in the capacity of CRM & eCommerce Manager. This is an evolved role which will continue to build and lead the growing in-house digital support for our premium spirits brands. The ideal candidate will bring leading edge CRM, ideally MS Dynamics 365, development & management. This to help drive the build and leverage our individual brand consumer databases to build lasting relationships with target consumers, connect with and attract the visitors of our distillery Brand Home visit experiences, and maintain and optimise our websites, including our multi-brand IMD on-line shop.
We are looking for a candidate who has significant breadth and depth of direct experience in a similar role. Alongside this work experience, we are looking for someone with oodles of self-confidence, energy, spark and expertise to make a real contribution. The successful candidate will effectively and professionally propose, align and then execute the CRM and eCommerce strategy in order to achieve high levels of customer satisfaction, capability & market development, sales & margin growth, all the while importantly supporting the overall development of the brands
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Next steps…
A working job profile is included below, however as this is an ongoing and evolved role, we are also looking for candidates who can help shape and continually evolve alongside this current opportunity.
To apply for this opportunity, click the apply now button to create your own recruitment account with us and submit your application and CV. Please remember that along with your CV, you will need to answer some key questions and submit a tailored cover letter, clearly outlining why your skills and previous experiences are a perfect fit to what we are looking for! This is your opportunity to make yourself stand out from the crowd!
Please note, this is an open application window therefore we may close the advert at any point depending on the candidate applications received, so our recommendation is that you apply early to ensure you do not miss out!
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Proudly supporting the #OpenToWork movement.
Ian Macleod Distillers (IMD) are proud members of the Scotch Whisky Association, Drink Aware and the Portman Group. In our individual IMD way, we endeavour to follow best practice to help shape our commitment to wider social responsibility and industry standards. We are advocates of promoting responsible selling and consumption of alcohol.
Job Title
CRM & Direct to Consumer (D2C) Lead
Function
Sales & Brand
Location
Broxburn (West Lothian) – opportunity for some remote working. Regular travel to other sites will also be required
Hours
35 hours per week
ROLE DESCRIPTION
Responsibilities
Key Day to Day Activities
Digital Strategy (10%)
- Partner the Brand teams and Brand Homes to shape business ambition and align CRM and e-commerce goals across the IMD stakeholders
- Define, gain alignment, implement and continuously optimise the e-commerce end-to-end customer journey including all user experience changes and new functionality
- Provide market insight to investigate & determine new revenue opportunities and extending e-commerce B2B and further B2C
- Ensure the e-com operation is compliant for legislative and tax rules.
- Lead the personalisation and premiumisation strategies for the brands and drive implementation through Brand Homes and the Brands teams.
- Propose and establish customer feedback opportunities, and then work to improve the sentiments and showcase the reputation of brands across the IMD portfolio.
- Stay abreast of competitor digital activity
CRM Development & Management (35%)
- Support the design and architecture construction of the Microsoft Dynamics CRM so to best hold and leverage data, whilst meeting all necessary GDPR requirements.
- Work with the Brand teams, Brand Homes and social media agencies to support the targeted growth of relevant contacts within the CRM
- Maintain and regularly cleanse the IMD CRM databases.
- Lead the segmentation and mining of the CRM database ensuring that IMD is able to communicate appropriately with different audiences and demographics, depending on their profiles and transaction history.
- Provide analysis and insight on CRM segments and their value to IMD. Provide targeting strategies and work with brand teams to deliver content that builds brand saliency and also delivers incremental revenue via store and web sales.
e-Commerce Leadership
(25%)
- Lead CRM driven e-Commerce to, supporting the Brand teams, to create great consumer relationships and a profitable viable and sustainable business.
- Communicate ecommerce KPIs to stakeholders and lead regular best practice reviews
- Maintain the e-commerce portal for IMD Staff sales and benefits and support education and roll out across the business sites.
- Work in partnership with the Brand/Brand Homes/agency Social Media teams to capture and leverage data, cultivating consumer loyalty and brand sales.
- Cultivate strong cross-functional internal partnerships with peers, teams, and partners.
- Communicate and align external agencies to the IMD digital strategy.
- Be IMD’s digital expert. Focusing on the Google suite, including analytics (acquisition, behaviour, conversions etc), Search Console, My Business and Ads to ensure key strategies and ecommerce campaigns are delivering improved metrics through a test and learn approach.
- Oversee ecommerce customer services, expediting ecommerce order and fulfilment queries.
- Plan and manage the promotional activities, prepare pricing/promotion/go to market planning.
- Own the e-com budget and drive return on investment.
Web Site Management
(15%)
- Day-to-day management of the company website, ensuring design consistency and driving customer experience improvements
- SEO – maintain & improve the organic rankings across the site, ensuring guidelines are mapped out and followed by all members of the content team.
- UX – improve the UX in order to optimise customer engagement & conversion
- Navigation/site structure – ensure the consumer can quickly & easily find the information they need via site navigation
- Search – manage the tools we use to deliver search results
- GA – understand & produce reports on customer behaviour on the site. Use the data to feed & support the marketing plan considering home, landing pages & required graphics
- Implement AB tests & personalisation campaigns
- Work with the Brand leads & Brand Homes to produce content calendars that feed into our core objectives: organic traffic and revenue growth.
People Development
(15%)
- Lead the digital team performance to deliver KPIs in line with overall digital strategy.
- Create a digital culture and embed the new roles within IMD and facilitate ways of working between functions
- Motivate, coach and develop 3 direct reports, driving forward their digital acumen, business skills and sales and marketing knowledge.
- Hold regular one to ones and career conversations.
- Instil the IMD culture and values and empower the team
PERSON PROFILE
Skills
Essential
Desirable
- 5+ years’ relevant experience in a high-growth company
- 3+ years’ experience working in a similar role
- Genuine passion for providing exceptional customer service and developing customer relationships
- A proven ability to execute with consistent delivery and reprioritize in a fast-paced, ever-changing Retail and eCommerce environment
- Strong problem-solving skills and a positive attitude under pressure
- Exceptional organizational and communication skills
- An eye for detail
- A strong ability to build cross-functional partnerships and work collaboratively
- Genuine enthusiasm for eCommerce and Retail.
- A growth mindset: desire to learn, grow, and embrace new ideas
- A proven ability to break down larger initiatives into consumable achievable tasks to achieve departmental and company objectives
- A solutions-oriented mentality with a data driven approach.
- Strong leadership skills and the ability to gain respect and trust quickly
- A shared commitment to IMD core values
- Ability to locate within the central belt of Scotland
- Ability to lead and implement a clear e-commerce strategy
- Good understanding of consumer marketing strategies
- CRM database (preferable Microsoft Dynamics) experience
X
- Additional language capabilities, other than fluency in English
X
Professional Qualifications
Essential
Desirable
- Bachelor’s degree in a related subject, or equivalent depth and breadth of work experience
X
