CRM & Paid Campaigns Executive

Primary Responsibility

To develop, execute and optimise CRM and paid digital marketing campaigns across the Company's brand portfolio. The role focuses on customer acquisition, engagement and retention through CRM initiatives, customer segmentation, lifecycle marketing and paid media campaigns.

The role will support SKIMS, Subdued, Alo, EDKITED and Olelar Brown, and may be assigned to support additional or future brands as the Company's portfolio expands.

Areas of Responsibilities

CRM & Customer Lifecycle Marketing

• Develop and execute CRM strategies across email, SMS, loyalty and customer retention campaigns.
• Plan and execute targeted CRM campaigns based on brand and business objectives.
• Manage customer segmentation and develop targeted communications for different customer groups.
• Support customer database growth and customer engagement initiatives.
• Develop and execute lifecycle marketing campaigns across key customer stages, including:
• 1. Customer acquisition
• 2 . Welcome / onboarding
• 3. Customer engagement
• 4. Repeat purchase
• 5. Retention
• 6. Customer reactivation

• Identify opportunities to improve customer engagement, repeat purchases and customer retention.
• Monitor CRM campaign performance and recommend improvements.

Paid Digital Campaigns

• Plan, launch and optimise paid digital campaigns across platforms including Meta, TikTok and Google.
• Develop campaign strategies based on brand objectives, target audience and commercial priorities.
• Work with the creative team to develop suitable assets for paid campaigns.
• Manage audience targeting, campaign setup, budget allocation and ongoing optimisation.
• Monitor campaign performance and make adjustments to improve campaign effectiveness and ROI.
• Support paid campaigns for product launches, promotions, new store openings, events and key commercial periods.
• Conduct testing of audiences, creative formats, messaging and campaign strategies.

Campaign Performance & Data Analysis

• Monitor CRM and paid media performance against agreed KPIs.
• Analyse campaign and customer data to identify trends, opportunities and areas for improvement.
• Prepare regular campaign performance reports and provide actionable insights and recommendations.
• Track key performance indicators including engagement, conversion, customer acquisition, retention and ROI.
• Use campaign data to support audience segmentation, targeting and budget allocation decisions.
• Continuously review and optimise campaigns based on performance results.

E-Commerce & Digital Marketing

• Work closely with the E-commerce and Marketing teams to align CRM and paid campaigns across digital channels.
• Coordinate campaigns across email, SMS, social media, paid media and e-commerce platforms.
• Support product launches, promotional campaigns and new store openings from a digital marketing perspective.
• Ensure consistent campaign messaging and customer experience across different digital touchpoints.
• Identify opportunities to improve customer engagement and conversion through digital channels.

Budget & ROI Management

• Assist in managing paid media budgets across assigned brands and campaigns.
• Monitor campaign spending against approved budgets.
• Track campaign performance and return on investment.
• Provide regular reporting on campaign spend, performance and ROI.
• Identify opportunities to improve campaign efficiency and maximise marketing spend.

Brand & Cross-Functional Support

• Manage CRM and paid campaign requirements across SKIMS, Subdued, Alo, EDKITED and Olelar Brown.
• Understand and adapt campaign strategies according to the positioning, target audience and commercial objectives of each brand.
• Work closely with Brand Managers and the wider Marketing team to align campaign priorities.
• Support the marketing requirements of additional or future brands introduced to the Company's portfolio.
• Coordinate with external agencies, media partners and other vendors where required.

Digital Trends & Optimisation

• Stay updated on CRM, digital marketing and paid media trends.
• Keep up to date with platform developments, industry practices and changes in digital advertising.
• Explore new platforms, tools, campaign formats and strategies to improve performance.
• Recommend new approaches based on market trends, customer behaviour and campaign insights.

Other Responsibilities

• Support other marketing and digital initiatives as assigned by the Marketing Manager.
• Provide additional support during major campaign launches, store openings, events and peak business periods where required.
• Undertake other duties reasonably assigned by the Company in line with the scope of the role.

Requirements

• Diploma or Degree in Marketing, Digital Marketing, Business, Communications or a related discipline.
• 2–4 years of relevant experience in CRM, digital marketing, paid media or a similar role.
• Hands-on experience managing CRM and/or paid digital campaigns.
• Experience with platforms such as Meta Ads Manager, TikTok Ads and Google Ads.
• Experience in email marketing, SMS, loyalty programmes or customer lifecycle marketing.
• Strong understanding of customer segmentation, acquisition, engagement and retention.
• Strong analytical and data interpretation skills.
• Comfortable working with campaign performance data and reporting.
• Experience working with e-commerce teams or e-commerce platforms would be an advantage.
• Strong project management and organisational skills.
• Able to manage multiple campaigns, projects and brands simultaneously.
• Good communication and stakeholder management skills.
• Commercially aware with a strong focus on campaign performance and ROI.