CRM LEAD - E-COMMERCE MARKETING - CAPE TOWN

As the CRM Lead/Head of CRM, you will play a critical role in shaping how we engage with our customers, driving growth, and building long-term loyalty.

The CRM Lead role is pivotal in driving customer engagement, retention, and lifetime value through innovative and data-driven CRM strategies. Reporting to the Head of Customer Growth, you will lead a team of CRM professionals and collaborate across multiple business units to deliver personalised, scalable, and impactful customer lifecycle marketing initiatives.

CRM Strategy Development & Execution:

• Develop and execute end-to-end CRM strategies, with a strong focus on automation-led lifecycle marketing and personalisation at scale.
• Build and manage a customer-centric CRM calendar underpinned by always-on lifecycle automation, reducing reliance on one-off campaigns.

Team Leadership:

• Provide functional and disciplinary leadership to the CRM team, including direct reports and their teams.
• Ensure clear ownership across lifecycle strategy, execution, and optimisation.

Customer-Centric Communication:

• Manage the complexities of communicating to customers about multiple product offerings (restaurants, groceries, and other on-demand services).
• Ensure relevance, prioritisation, and customer-centric sequencing in all communications.

Collaboration Across Teams:

• Work closely with Product, Data, Engineering, Marketing, and Merchandising teams to align CRM strategies with business priorities.
• Partner with divisions across the Group ecosystem to design and execute joint CRM initiatives.

Marketing Automation & Technology:

• Lead marketing automation strategy, spanning transactional, promotional, and brand communications.
• Be the champion and subject-matter expert for the Braze CRM platform, driving best practices and capability adoption.
• Design and launch complex, highly automated CRM journeys using Braze and other MarTech tools, leveraging real-time events, customer attributes, and predictive signals.

Performance Measurement & Optimisation:

• Establish, report on, and continuously improve KPIs for all CRM campaigns, focusing on incrementality, retention, frequency, and customer lifetime value.
• Own operational dashboarding for CRM campaigns, tracking performance across first-time customers, repeat behaviour, and order-related KPIs.
• Drive experimentation and optimisation through a formal testing roadmap (A/B, multivariate, holdout testing).

Customer Insights & Lifecycle Strategies:

• Act as a key partner to the business, translating data and insights into actionable lifecycle strategies.
• Support paid-for (retail media) communication campaigns for platform partners and non-endemic brands.

Subscription Programme Integration:

• Drive awareness, adoption, and retention of the Group’s subscription programmes, embedding them across relevant lifecycle touchpoints.

• 5+ years’ experience in CRM or lifecycle marketing roles.
• 2+ years’ experience managing multiple direct reports.
• Proven experience executing multi-channel CRM campaigns (push, email, in-app, etc.).
• A relevant tertiary qualification.
• Experience working with large, diverse consumer bases on scale
• Hands-on experience with CRM and MarTech platforms in complex environments.
• Highly analytical and data-driven, with the ability to operate both strategically and hands-on in a fast-paced, high-growth environment.
• Confident and credible communicator with extensive experience presenting to Senior Management and Executives.
• Strong technical aptitude with a deep understanding of enterprise-level CRM and marketing automation platforms (e.g., Braze, Salesforce), customer insights tools, and statistical analysis techniques.
• Creative and commercially minded, with the ability to design and orchestrate multiple concurrent campaigns across diverse customer segments and business units.
• Strong problem-solving mindset with a pragmatic, solutions-oriented approach.
• Highly organised, detail-oriented, and comfortable managing complexity and tight delivery timelines.
• Solid background in Marketing Insights, Retail, and/or eCommerce marketing.
• Advanced MS Excel proficiency required.

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Should you not hear from us within 2 weeks of the closing date, please deem your application unsuccessful.