Marcher Markholt
CRM Lead


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Klaus Markholt-Hansen
+45 29 91 10 37

CRM Lead

CRM Lead for Interflora
On behalf of Interflora, we are currently looking for a strategic, data-driven and digitally strong CRM Lead who will strengthen Interflora by developing and implementing their one-on-one activities through the digital channels.

About Interflora
Since 1925, Interflora Denmark has been part of a long and traditional history of flower deliveries to Danish homes and holidays. Over the years, the organization has undergone major changes, but the desire to deliver the best quality in flowers, wine, chocolate and other gifts for the benefit of Danes has always been paramount. With a strong network of talented florists and local florists, Interflora Denmark has managed to keep up with current developments as well as grow with the opportunities and continuously adapt to customers' wishes and requirements. This by emphasizing both traditions and innovation with timely care as well as a strong interaction between marketing and IT, optimization of platforms and upgrading and expansion of their product range.

As a company with continuous high growth ambitions, Interflora Denmark has in recent years presented great growth results that come on top of several changes at the organizational and brand strategic level. In 2018, the company went from being a member-owned to becoming part of a larger European organization through an acquisition of Interflora France and most recently, they have successfully undergone an award-winning digital transformation. Despite development and transformation, Interflora Denmark has remained true to the floral craft and local roots, which can be seen in all their 400 local flower shops, and the company can look back on a 2020 with digital growth and flower sales greater than ever before in their 95-year-old life.


The position
As CRM Lead, you will have the responsibility for defining and executing Interflora's CRM framework and strategy. Your job will be to design the CRM strategy and develop data-driven, automated and personal real-time one-on-one activities that will hit Interflora's large customer base. This must be executed in accordance with Interflora's values ​​together with the CRM team in France and the local Marketing and IT team in DK, consisting of several ambitious and motivated employees, where you will work across digital sales, marketing, analytics, BI and strategic pricing teams. You set and execute the main strategy, concepts and technical developments, and is a new initiative that reflects Interflora's desire for digital change, to better drive a customized approach to achieve success across the Danish market.

The industry that Interflora is positioned in, is moving in a direction where automated processes have become an integral part of business development, to better meet and increase the demand for new ingenious problem solutions. Interflora has ambitiously invested in their data and IT structure, and as the new CRM Lead, you will explore and fulfil the potential of the above investments, by creating a new omni-channel experience. In addition to being responsible for developing Interflora's strategic direction as well as CRM campaigns and initiatives, the future CRM Lead will also be a key player in ensuring great customer satisfaction for all Interflora's digital channels. With a focus on the Danish market, you will work to increase digital sales, perform relevant advice, increase and build on customer relationships and satisfaction. Thus, it is essential that you have the necessary analytical skills to apply data, as well as a data-driven approach to CRM, along with a good understanding of digital media and multichannel-based customer experiences to maintain relationships.

Therefore, with a strong technical understanding, you will be responsible for the design and development of Interflora's technical CRM infrastructure. This includes defining CRM strategies and campaigns based on ongoing interaction with the CRM team and driving the understanding and implementation of how the front line can implement these initiatives. To balance the designed strategies, you will use and manage state-of-the-art systems and software, and with an advisory approach, you will advise, lead and collaborate with colleagues in the development of strategic campaigns.

Your work tasks will therefore include:

- CRM management and analysis 

- Data Management

- Platform and campaign performance management 

- Costumer Life Cycle implementation, journeys and management 

- Marketing automation platform configuration 

- Solution design and documentation

- Implement and configure marketing automation platforms

- Ensure high level of costumer experience and satisfaction

- Ensure costumer needs, KPIs and goals 

- Report and performance review

- Create and implement emails in platform and journeys 

- Delivering campaigns 

Your profile
The ideal candidate holds a master's degree in marketing, communications, digital or other related fields. You have a minimum of 7-8 years of experience from a similar role within complex products with responsibility for CRM activities and customer experiences, together with experience of working within the intersection between data and business. You possess strong technical skills and therefore know how to work with state-of-the-art software. In addition, you have previous experience within a consultant or advisory position and possess relevant experience within defining CRM strategies and frameworks for larger customers.

As a person, you are results-oriented and determined, and you are passionate about developing and implementing best-in-class CRM strategies by keeping an eye on the latest trends and developments in the CRM field. In addition to these, you possess an analytical mindset and the ability to effectively develop and define omni-channel strategies and campaigns. As a trustworthy and open-minded person, you have the ability to handle senior stakeholders. You are comfortable with handling several tasks at the same time and have the ability to learn and inspire your surroundings.

You thrive in a company with a proud history, and most importantly, you are motivated to take your next step in your career at Interflora and ready to take the responsibility of CRM Lead on you.

If you want to know more about the job you can contact Klaus Markholt-Hansen on email: klaus@marchermarkholt.com