Customer Relationship Marketing
Job title:
Manager, Customer Relationship Marketing
Reports to:
Managing Director (primary), Business Development Director
Direct Reports: Marketing Assistant (and 3rd party consultants)
Role Mission: To help us achieve our purpose, aspiration and customer promise by:
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To build a growing loyal and engaged customer base
Be a valuable, contributing member to the central leadership team
Be a great manager to our company and your team (and indirect reports)
Other tasks and responsibilities
‘Customer relationship marketing’ defined: Our customers are vital to us and our mission. Whilst
the role does cover elements of traditional transactional marketing, we believe that the main focus of
the role is focusing on customer loyalty and long-term customer engagement rather than shorterterm goals like customer acquisition and short-term sales spikes. We want to create a strong, even
emotional, customer connections to leads to long-term business and word-of-mouth promotion.”
To be successful, we need to:
 Be purposeful and commercially focused
 Customer centric
 Engaging and interactive
 Do remarkable and unconventional things
 Share & discuss issues of interest to our community
 Effective, efficient communication tools and strategies
….all aligned to our purpose, aspiration, values and customer promise.
Key Responsibilities
1. To build a growing loyal and engaged customer base
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Understand our customers and establish processes to develop long-term
relationships (activities such as, but not limited to, customer surveys, focus groups,
social media, Community Card, etc.)
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Continual improvements in customer shopping experiences (activities such as, but
not limited to, developing and implementing brand standards, store look & feel,
signage, merchandising, customer service input, events, on-line experience, etc.)
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Facilitate and drive exceptional community engagement (activities such as, but
not limited to, in-store tastings, events, interactive social media, supplier days,
newsletter, community group links, etc.)
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Coordinate content to ensure we are a leading voice in our industry (activities
such as, but not limited to, blog coordination & editor, interactive social media, press,
web site, newsletter, events, etc.)
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Manage communications to ensure our brand, value & action are amplified
(activities such as, but not limited to, development of an effective communications
plan, leveraging print, digital, leveraging area experts, website, brand awareness,
advertising, fairs, etc.)
2. Be a valuable, contributing member of the central leadership team
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Attend meetings on a regular basis and engage and be candid.
Provide insight and feedback from customers (and other sources)
Bring fresh ideas and suggestions to drive business success and help meet targets.
As a senior manager, work towards an inclusive, ‘best for company’ approach
Once actions agreed, to embrace as a central team and work towards delivery
Be knowledgeable and support of:
• Our company purpose, aspirations, customer promise and values.
• Our company structure, resources and goals
• Our customers, industry and competition.
3. Be a great manager to our company and your team (and any indirect reports)
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Maintain a positive, can do attitude with staff.
Provide great communication (listening and speaking) and demand from others.
Be visible to customers and staff.
Ensure that we have a healthy, productive teams,
o Manage workloads appropriately (hours and responsibilities)
o Ensure we have the right people in the right jobs (‘on the bus’) and poor performers or
poor fit staff ‘off the bus’ all in a timely, legal, and BFC appropriate way.
o Ensure that direct report(s) are trained and compensated appropriately.
Ensure a robust performance management approach with direct reports,
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Meet with your direct report(s) at least 1 time per week (to align and prioritise activity)
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Perform informal reviews monthly with your direct reports (document)
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Perform quarterly personal development needs, plans and progress.
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Perform formal end of year reviews.
Other tasks and responsibilities, as reasonably assigned
Qualifications
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At least 5 years of successful, relevant experience
A strong passion for our mission, aspiration and customer promise
Values & Capabilities
In addition to aligning to our core values (of “THIRST), the right person will also possess the following
capabilities:
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Excellent communication and interpersonal skills
Ability to lead and delegate
Innovative and creative with ability to plan and implement
Key Performance Indicators
• Customer counts (growing transactions)
• Customer engagement (event attendance, comments, on-line metrics, click throughs, etc.)
• Growth in followers (emails, FB, Community Card holders, etc.)
• In store signage, look & feel (timely, accurate and appropriate) (standards vs. store visits)
• Processes – establishing appropriate processes to build long term customer relationships