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CRM Manager, EMEA

Apply Now Apply Later Job ID 676075BR Location London, England, United Kingdom; Hammersmith, England, United Kingdom Business Direct-to-Consumer and International Date posted Jun. 26, 2019

Job Summary:

The CRM Manager, EMEA (Maternity Cover – 11 Months FTC) plays a key support role in implementing the TWDC’s ‘One Voice, One Vision’ approach across all digital marketing activities throughout EMEA.

The role will work with the Senior CRM Marketing Manager, EMEA, to create high quality, digital experiences for individual audiences. These experiences will address constantly changing consumer expectations, drive brand loyalty through engaging content, and guide consumers along the path to purchase.

The core contribution of this role is to provide best in class CRM marketing strategy, whilst articulating specific & measurable business objectives and KPIs that ultimately lead to increased engagement and overall increased value to TWDC.

CRM is a core pillar of EMEA digital marketing and as such, a key aspect of this role will be to collaborate with the wider EMEA digital marketing teams, ensuring that all CRM activity supports business priorities, aligns with comms on other platforms and integrates from a data point of view.

As well as focussing on internal CRM efforts, there is also an outward facing aspect to this role which involves exploring opportunities with partners in order to share data.


The role will be tasked with managing and evolving CRM from an EMEA perspective which includes:
-Planning EMEA activity and executing the EMEA CRM strategy across all markets, in order to build loyalty and engagement with our key audiences.
-Drive data acquisition strategies across EMEA in order to grow overall database with high quality, valuable customers.
-Gain an in depth understanding of the EMEA database and the segments within it in order to deliver highly targeted communications.
-Drive the planning and implementation of CRM activity across EMEA on a cross company basis ensuring coordination with key stakeholders within the local regions.
-Champion and deliver an integrated approach across digital marketing through thorough planning between social, digital and CRM teams.
-Plan, manage and optimise TWDC CRM acquisition and retention programmes, and CRM partner promotions. Set, gain agreement to and hit annual acquisition and data quality targets.
-Specify, communicate and measure against key EMEA CRM analytics and reports to evolve CRM and aid business performance – build and drive test, learn and optimisation programmes based on performance insights.
-Promote and follow CRM best practice across TWDC UK.
-Manage relationships with, and quality of service/value delivered by, CRM agencies.
-Track EMEA CRM budget.
-Develop an in depth understanding of the EMEA database in order to ensure a thoroughly considered, targeted and relevant comms approach.
-Manage the ROI and business case tools for EMEA CRM.
-Have a good knowledge of SalesForce Marketing Cloud, and can lead roll out the usage of Content builder to EMEA market CRM leads.
-Champion use of CRM tech across Disney campaigns e.g. Moveable Ink.
-Monitor and keep team updated on IP performance through ReturnPath.

Wider Digital Marketing:
-Represent a key part of the wider EMEA digital team, sharing knowledge and championing the role that CRM can play in meeting broader digital marketing objectives.
-Co-ordinate & consult with other digital data points within the EMEA (e.g. acquisition, social) to pool and develop understanding of the Disney customer.
-Contribute to the creation of EMEA digital marketing strategy, driving CRM as a core digital pillar for reaching key audiences.
-Help drive communication and understanding of digital across the business by contributing to internal digital comms and forums.

Accountable to:
The Senior CRM Marketing Manager, EMEA and active participates within EMEA digital marketing team
Accountable for:
Data acquisition, data quality and retention
Execution of EMEA strategy and toolkits
ROI models for EMEA
EMEA CRM performance
EMEA CRM agency performance
Managing the CRM intern
Budget responsibility: EMEA CRM budget planning as well as coordination and reporting of overall spend

Basic Qualifications:

-Experience in email marketing (agency and/or client side),
-Expert in the delivery and optimisation CRM communications and targeted direct communications, in particular eCRM for major brands, at manager level,
-Experience of data acquisition and managing CRM tools/programs in a commercial environment (Jira preferable),
-Experience of working with both marketing teams and data planners/analysts,
-Experience of working with multiple external agencies,
-Demonstrable multi-element project management experience,
-Experience of managing budgets,
-Experience of integrated CRM and Social Media strategy a benefit,
-Experience of working in multi-category entertainment markets a benefit,
-Expert in Direct & Database marketing in a B2C environment: able to plan, deliver and optimise direct marketing with consumers,
-Working knowledge of customer analytics & segmentation,
-Working knowledge of CRM technology and tools (not specialist),
-Demonstrable expertise in project management,
-Ability to coordinate with multiple stakeholders,
-Able to edit and optimise copy and creative for CRM (esp email and online),
-Skilled in optimising relations with, value from and outputs from CRM agencies.

Additional Information:

UK based, but will require coordination and communication with EMEA CRM colleagues and broader EMEA digital colleagues both in EMEA offices and local teams.
Some UK travel required to agencies for reviews or mid-term planning.
For training and development reasons UK CRM managers will be expected on occasions to do hand on experience in consumer-facing environments such as The Disney Store.

About Direct-to-Consumer and International:

Comprised of Disney’s international media businesses and the Company’s various streaming services, the Direct-to-Consumer and International segment aligns technology, content and distribution platforms to expand the Company’s global footprint and deliver world-class, personalized entertainment experiences to consumers around the world. This segment is responsible for The Walt Disney Company’s direct-to-consumer businesses globally, including the ESPN+ sports streaming service, programmed in partnership with ESPN; the upcoming Disney-branded direct-to-consumer streaming service; and the Company’s ownership stake in Hulu. As part of the Direct-to-Consumer and International segment, Disney Streaming Services, developer of the ESPN+ and Disney-branded streaming platforms, oversees all consumer-facing digital technology and products across the Company.

About The Walt Disney Company:

The Walt Disney Company, together with its subsidiaries and affiliates, is a leading diversified international family entertainment and media enterprise with the following business segments: media networks, parks and resorts, studio entertainment, consumer products and interactive media. From humble beginnings as a cartoon studio in the 1920s to its preeminent name in the entertainment industry today, Disney proudly continues its legacy of creating world-class stories and experiences for every member of the family. Disney’s stories, characters and experiences reach consumers and guests from every corner of the globe. With operations in more than 40 countries, our employees and cast members work together to create entertainment experiences that are both universally and locally cherished.

This position is with The Walt Disney Company Ltd., which is part of a business segment we call Direct-to-Consumer and International.

The Walt Disney Company Ltd. is an equal opportunity employer. Applicants will receive consideration for employment without regard to age, race, colour, religion or belief, sex, nationality, ethnic or national origin, sexual orientation, gender reassignment, marital or civil partner status, disability or pregnancy or maternity. Disney fosters a business culture where ideas and decisions from all people help us grow, innovate, create the best stories and be relevant in a rapidly changing world.

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