Associate Manager - CRM

Associate Manager - CRM | MAF

Role Purpose:

The Associate Manager - CRM sits within the Digital Marketing and is responsible for planning, executing and optimising digital CRM campaigns that drive acquisition, retention, reactivation and lifetime value across Carrefour and HyperMax e-commerce and app customers. Working closely with the Digital Growth team, Digital Marketing team and Corporate Loyalty and CRM teams, the role owns the end-to-end delivery of lifecycle communications for ecommerce campaigns and activities – email, push, in-app, WhatsApp and SMS – and applies segmentation, A/B testing, automation and performance analytics to grow active customers, order frequency and revenue from owned channels, while continuously improving deliverability, audience targeting and campaign ROI.

Role Details – Key Responsibilities and Accountabilities:

Campaign Management

• Plan, build and execute digital CRM campaigns (email, push, in-app, WhatsApp and SMS) for Carrefour and HyperMax e-commerce customers, in close collaboration with the Digital Growth, Digital Marketing and Corporate CRM teams.
• Own day-to-day campaign executions on the CRM/engagement platform – audience building, segmentation, scheduling, QA and deployment.
• Design and run A/B and multivariate tests across subject lines, creatives, offers, send times and channels to improve open, click-through and conversion rates.
• Plan, implement and optimise automated, multi-step customer journeys across the lifecycle (onboarding, browse and cart abandonment, win-back, replenishment and post-purchase) and multiple touchpoints.
• Monitor and maximise customer lifetime value, ensuring profitability by optimising CRM KPIs (open, CTR, conversion, retention, churn and revenue per send) against weekly and monthly targets.
• Continuously improve deliverability and channel health – copy, coding, frequency capping, segmentation, opt-in/permissions and sender reputation.

Initiatives

• Support the Digital Growth team in designing and scaling CRM-led growth initiatives that increase active customers, order frequency and average order value across e-commerce.
• Build and manage acquisition-to-retention lifecycle programmes that move new and one-time buyers into repeat and loyal customers on the e-commerce app.
• Identify high-value and at-risk segments and design targeted reactivation, cross-sell and up-sell campaigns to grow owned-channel revenue.
• Partner with Growth and Ecommerce on promotional calendars, category pushes and seasonal campaigns, aligning CRM activity with wider digital growth and trading plans.
• Test and roll out new channels, personalisation and automation use-cases, sharing learnings to scale what works across markets.

Content and Creative

• Liaise closely with the content and creative teams on the design and copy of email templates, push, in-app, WhatsApp and SMS, ensuring brand-consistent, mobile-first and conversion-focused creative.
• Brief, review and QA dynamic and personalised content, and share performance results to continuously optimise creative, copy and offers.

Analytics & Reporting:

• Design, build and run CRM and campaign performance reports and dashboards (weekly, monthly and quarterly) covering campaign measurement, channel performance and customer segmentation.
• Own CRM data integrity and accurate audience and segment definitions, working closely with the Data and Ecommerce teams.
• Track and report CRM contribution to growth KPIs – active users, retention, frequency, conversion and revenue from owned channels – and translate insights into clear, actionable recommendations.
• Provide regular and ad-hoc analysis for stakeholders, including campaign deep-dives and cohort and funnel analysis.

Other Business Stakeholders

• Liaise with the Corporate Loyalty & CRM team to maintain consistency across Carrefour and HyperMax markets.
• Work closely with the Corporate Loyalty team on all loyalty- and rewards-related communications through email, push, in-app, SMS and WhatsApp.
• Share CRM KPIs and insights with the Digital Growth, Digital Marketing and Corporate Loyalty teams to optimise omni-channel performance.

Cross Functional Responsibilities

• Run CRM for Carrefour and HyperMax markets (e-commerce exclusively) and share best practice, learnings and guidelines across markets.
• Liaise closely with individual countries to tailor communications to local patterns and preferences, respecting Carrefour’s and HyperMax’s brand guidelines.

Human Capital Responsibilities

• Identify and seek professional development opportunities to improve leadership and technical skills pertaining to the direct line of work Proactively
• Apply and follow MAF Retail’s Human Capital corporate policies and relevant procedures and instructions

Definition of Success

• Growth in active and retained e-commerce and app customers across Carrefour and HyperMax.
• Improve e-commerce CRM campaign performance – open, click-through, conversion and revenue per send – against targets.
• Higher order frequency, repeat purchase rate and customer lifetime value from owned channels.
• Increased CRM / owned-channel contribution to digital revenue, with accurate, on-time campaign delivery.

Other Context (if applicable):

• N/A

Functional/Technical Competencies

• Hands-on experience in Braze tool for CRM campaigns
• Campaign automation and customer journey / lifecycle design.
• Audience segmentation, targeting and personalisation.
• A/B and multivariate testing and experimentation.
• Data analysis and reporting (Excel/Sheets; SQL and BI tools such as Power BI or Tableau an advantage).
• Email and push deliverability and channel best practices.
• HTML/CSS for email and basic personalisation/liquid scripting (advantage).
• E-commerce funnel and digital growth understanding.

Qualification, Experience & Skills:

Minimum Qualifications/education

• Bachelor’s degree in Business, Marketing, Analytics, Engineering or a related discipline.

Minimum experience

• 3–4 years of hands-on experience in e-commerce CRM / lifecycle marketing, ideally within retail, e-commerce or a consumer digital business.

Skills & Requirements

• Highly organized with strong multitasking skills
• Proven experience with CRM Marketing cloud (Braze)
• Proven, hands-on experience running e-commerce CRM and lifecycle campaigns end-to-end across email, push and messaging channels.
• Strong analytical skills with the ability to turn data into actionable insights; comfortable with Excel/Sheets and BI tools (SQL an advantage).
• Practical experience with A/B testing, segmentation and marketing automation.
• Good time management skills
• Good problem solving skills
• High attention to detail
• English (Full professional proficiency - Required)
• Arabic (Professional efficiency – Advantage)