Digital Marketing & Crm Specialist

Kennedy – At a Glance

Kennedy was founded in 1976 and has continued to redefine its carefully edited collection of fine jewellery and luxury men’s and women’s watches over four decades, to reflect a considered balance of heritage, elegance, and modern innovation. The business has grown from its original Sydney, Australia store to 9 stores nationally, with a commitment to providing a personalised in-store and after sales experience for its clients, offering impeccable service that is paired with exceptional product knowledge. Our vision is to be Australia’s finest destination for watches, jewellery, and accessories and leading purveyor of the world’s finest luxury.

Position Summary

The purpose of this role is to manage all aspects of Kennedy’s client data, enabling critical, insight-led decision support around client acquisition and retention, yielding insights that will inform campaigns and customer journey design. This role has primary responsibility for data structure, quality, governance, management and destruction and provides detailed management reporting about clients and sales. It ensures that Kennedy complies with all appropriate legislation and community expectations pertaining to privacy and data handling. The role contributes to achieving the company’s commercial targets by proposing sales and retention opportunities. The Role helps define and activate key customer journey and create CRM strategies. The role plays an essential part of making Kennedy the pre-eminent destination for the purchase of fine watches and jewellery.

Key Responsibilities include but not limited to: 

Strategy and planning

• Plan and deliver campaign work, eDMs, data capture forms and auidence segmentation
• Build, manage and execute all email marketing campaigns end to end in Klaviyo
• Development and implement complex email automation flows
• Build out the Kennedy client data strategy, understanding all sources of data and how it will be managed and shared.
• Establish rules for capture, structure, storage and use of data.
• Make recommendations to partners to ensure best practice and optimal utilisation of data at Kennedy.
• Develop insightful management reports that enable Executive and other team members to understand and evaluate opportunities to grow and retain business.
• Working collaboratively with other areas of the business to develop appropriate objectives and measures to deliver desired commercial results, including a profitable and deep client relationships.
• Understand the role of all channels used by our customers, ensuring data capture consistency and quality across channels of all campaigns, utilising all channels to optimise campaign performance.
• Guide and influence business management in areas of data collection, management and application.
• Contribute to the development and execution of strategic plans.
• Contribute to achievement of commercial results.

Policy and Procedure

• Maintain data quality standards, ensuring all capture and storage processes are up to date and compliant.
• Maintaining knowledge of marketing trends and legislative requirements such as data privacy.
• Policies, processes and procedures in compliance with business and regulatory requirements.
• Participation in events that will facilitate the acquisition of knowledge to the benefit of Kennedy.

Environmental Awareness/ Customer Focus

• Foster relationships for the organisation with major suppliers and partners to ensure high quality delivery.
• Evaluate results from campaigns and other sources to gain insights into changing customer needs and opportunities.
• Regular meetings/contact and/or communication process in place.
• Display a high level of personal and professional competence when representing the organisation.

Technical Performance

• Protect and foster the reputation and integrity of Kennedy.
• Work to achieve revenue and to operate within agreed expense budgets.
• Measure and analyse marketing operations to identify improvements.
• Data governance standards upheld.
• Revenue and expense targets met.
• Business operational performance measured and analysed.
• Business processes introduced that more effectively utilise resources and reduce cost per transaction.

Qualifications, Skills & Experience

• Tertiary qualified and holds 5+ years experience in marketing, e-commerce, and/or communications
• Proven ability to utilise Data Science to capture, structure and analyse data and turn it into meaningful insights.
• Prior ownership of data governance development including operational experience in data capture and compliance management.
• Strong commercial acumen and technical expertise in e-commerce and CRM systems, especially Klaviyo.
• Advanced knowledge of Marketing concepts and execution in a retail environment.
• Ability to interpret customer and market data and research to derive actionable insights.
• Strong analytical and reporting capability, including ability to turn data into insight and represent it in a visually powerful way.
• Excellent verbal and written interpersonal skills.
• Experience in managing data, briefing external providers and presenting insights to management for action.