Head of B2C CRM - Michelin Lifestyle (F/M)

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Within the Michelin Group, the Business Line Lifestyle is structured around several brands: Michelin Guide (restaurants and hotels selection), Tablet Hotels (hotels selection), Rober Parker (Wines selection), Via Michelin and Licensing.

The Business Line Lifestyle is undergoing some major evolutions. The recent period of restructuring combined with the expansion of its international footprint has resulted in a significant improvement in its economic performance. 

While building on our B2B foundations, today's growth strategy also aims to leverage our distinctive assets and focus on B2C to drive brand preference and customer engagement. To this end, we are recruiting a Head of B2C CRM.

Reporting to the Chief Marketing Officer of the Business Line Lifestyle and for all brands within the business line, you will be responsible for defining the B2C CRM strategy and executing the customer engagement strategy with the objective to drive awareness and increase customer preference and conversion.

Customer Engagement Strategy

Drive the definition, development and implementation of a data-informed omni-channel strategies to enhance brand awareness, customer engagement and revenue generationUnderstand customer needs and develop solutions that meet those needs and expectationsLeverage analytics and experimentation capabilities to build innovative communication strategies to optimize customer lifecycle management across all segmentsEstablish and maintain relationships with vendors, sales partners, and other members of the Business Line Lifestyle to coordinate the effective delivery of engagement programme(s) and promotional campaignsLiaise with multiple stakeholders at the Michelin Group level (Group Communication, Digital, IT)Oversee budgeting and resource allocation for CRM initiatives

B2C CRM Data strategy

Define the B2C CRM data strategy, leveraging all elements of customer dataEnsure efficient operation of CRM systems that perform data collection, reporting and analyticsBuild a data-first customer engagement strategy with the goal of increasing customer loyaltyLead cross-functional team projects across a wide range of stakeholders, clearly aligning business and data needs to meet engagement requirements

  

Performance and Marketing Efficiency

Monitor customer feedback and evaluate the customer experienceEnsure the measurement and reporting on the return on investment of campaigns and promotionsSecure that best-in-class analytical techniques (datamining, segmentation, predictive modelling) are applied to continuously improve campaign strategy and results

Team Management

Lead and manage an international team: clarify missions, expectations, and goals of the team; provide ongoing feedbackBalance the workload and priorities of everyoneEmpower the teams by delegating authority when appropriateDevelop and supports everyone’s career plan and development opportunities.

KEY EXPERIENCES (Minimum 5 years)

A proven track record of managing CRM, Customer loyaltyAbility to work with various internal and external stakeholders on a diverse range of tasks in order to deliver meaningful results on time and within budgetExperience in cross channel marketing campaigns: including direct mail, website, App, email marketing and social media

Salary and benefits

Fixed salary €95,000 depending on profile and experienceVariable remuneration, profit-sharing, company savings plan, employee share ownership plan, health insurance

Location: Boulogne-Billancourt

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Michelin, entreprise engagée dans la mobilité durable et reconnue pour ses actions en faveur de l'expérience employé !

Une note de 99/100 à l’index de l’égalité femmes-hommesEntreprise « Handi accueillante », avec un réseau de référents et ambassadeurs Handicap pour vous accompagner83,5% de taux d’engagement de nos employés94,6% des stagiaires et alternants nous recommandent, label "Happy Trainees" depuis 9 années consécutivesClassé parmi les groupes du CAC 40 les plus engagés selon les Bac+5 à l’index RSE Universum 2023Parmi les 100 entreprises les plus attractives pour les étudiants et actifs BAC+2/3 au classement Universum 2023N°1 des entreprises de plus de 500 stagiaires et alternants qui rémunèrent le mieux au Classement HappyTrainees® Rémunération 2023Dans le Top 10 des meilleurs employeurs en France au classement Glassdoor 2023Dans le top 3 des entreprises du secteur « Automobile / Equipementier » en matière d’attractivité employeur à l’édition 2024 du Palmarès @EPOKA @GROUPE IFOP @Occurrence

Pour en savoir plus sur le Groupe :https://recrutement.michelin.fr

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