CRM Manager

Duncan & Todd Group is one of the leading optical and hearing care providers based in Scotland. In operation for over 50 years, our brands include: Duncan and Todd, 2020, Douglas Dickie, JM Macdonald, James Hughes, Browns, IC Andrew, Smart Employee Eyecare, and Caledonian Optical.

Purpose

Own the day-to-day management and optimisation of Duncan & Todd's customer lifecycle programme, ensuring customers receive relevant, timely and personalised communications that improve retention, recall performance, conversion and customer lifetime value.

Key Responsibilities

• Lifecycle Marketing
• Own all customer lifecycle journeys across the business.
• Design and manage automated customer journeys including:
  • Recall cycle
  • Appointment reminders
  • RX No Purchase journeys
  • Prescription expiry reminders
  • Re-engagement campaigns
  • Ecommerce post-purchase journeys
  • Cross-sell and upsell journeys
• Continuously review and improve customer touchpoints.

CRM & Automation

• Manage HubSpot CRM and marketing automation platform.
• Build, maintain and optimise workflows, automations and nurture programmes.
• Ensure data flows correctly between Optix, Shopify, HubSpot and future integrations.
• Support future API and middleware projects.
• Implement and manage customer segmentation strategy.
• Develop audience rules and targeting frameworks.
• Deliver increasingly personalised customer communications.
• Work closely with Digital Brand Manager on customer data initiatives.
• Work closely with Marketing Executive on content creation.

Performance & Reporting

• Monitor key CRM metrics including:
• Recall conversion
• Appointment bookings
• Ecommerce conversion
• Produce monthly CRM performance reports.
• Identify opportunities for optimisation and testing.
• Develop testing roadmap.
• Conduct A/B testing across emails, journeys and audience segments.
• Improve customer engagement and conversion rates through continuous optimisation.