Direct Marketing Lead

Client of Global Retail Recruitment

The Direct Marketing Lead will be responsible for owning and driving the Direct Marketing function across all communication channels, including SMS, email newsletters, WhatsApp messaging, and push notifications (web and mobile apps). This role combines data-driven decision-making with hands-on campaign execution to strengthen customer engagement, increase purchase frequency, and boost loyalty.

The role will:

• Lead the planning, execution, and optimization of targeted marketing campaigns.
• Ensure accurate, compliant, and insightful use of customer data.

Act as a bridge between Marketing, IT, and Data teams to deliver personalized customer experiences at scale

Direct Marketing Campaigns

• Design, execute, and optimize multi-channel direct marketing campaigns (SMS, email newsletters, web/app push, and WhatsApp messaging).
• Develop and manage a campaign calendar aligned with business objectives, seasonal events, and promotions.
• Implement A/B testing and personalization strategies to maximize engagement and conversion.
• Ensure all communications are brand-compliant, relevant, and timely.

Data & Insights

• Collaborate with IT and Data teams to maintain clean, accurate, and segmented customer databases.
• Use analytics tools and CRM platforms to extract insights, track performance, and identify opportunities.
• Measure campaign ROI and customer behavior metrics, translating them into actionable strategies.
• Grow the usable database through data capture initiatives and improved opt-in processes.

Customer Segmentation & Targeting

• Segment customers by behavior, demographics, and value to create tailored messaging.
• Implement lifecycle marketing strategies (acquisition, retention, reactivation, win-back).
• Introduce triggered and behavioral marketing programs to deliver timely, relevant communications.

Collaboration & Stakeholder Management

• Work closely with Marketing Communications, E-commerce, and Trade teams to ensure consistent customer experiences.
• Partner with Product, IT, and Data teams to improve CRM systems, workflows, and automation.
• Present campaign results and customer insights to senior stakeholders.

Innovation & Continuous Improvement

• Stay updated with latest CRM and direct marketing technologies.
• Explore new communication channels and tactics to improve reach and efficiency.
• Drive test-and-learn culture for new campaign formats and targeting methods.