Head of B2C CRM - Michelin Lifestyle (W/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 generation
• Understand customer needs and develop solutions that meet those needs and expectations
• Leverage analytics and experimentation capabilities to build innovative communication strategies to optimize customer lifecycle management across all segments
• Establish 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 campaigns
• Liaise 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 data
• Ensure efficient operation of CRM systems that perform data collection, reporting and analytics
• Build a data-first customer engagement strategy with the goal of increasing customer loyalty
• Lead 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 experience
• Ensure the measurement and reporting on the return on investment of campaigns and promotions
• Secure 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 feedback
• Balance the workload and priorities of everyone
• Empower the teams by delegating authority when appropriate
• Develop and supports everyone’s career plan and development opportunities.

KEY EXPERIENCES (Minimum 5 years)

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

Salary and benefits

• Fixed salary from €65,000 depending on profile and experience
• Variable remuneration, profit-sharing, company savings plan, employee share ownership plan, health insurance

Location: Boulogne-Billancourt

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