MY CV

I was promoted from CRM Assistant to CRM Executive after 3 months at Center Parcs. I took on more responsibilities because of my promotion:

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• Using Adobe Campaign, I build email workflows, to segment and target the Center Parcs database based on elements such as opt-in/opt-out status, blacklist status, last clicked and segment code, to name a few, to enable us to target the correct groups of recipients, from a content and legal point of view.

• Along with audience segmentation comes the email build itself and within this role I work heavily with HTML & CSS to build out the look and feel of all email campaigns, ensuring messaging and imagery align and that the structure of the email is rendering correctly on all mobile and desktop devices, using Email on Acid to proof check. From a technical side, I ensure the email is ready to deploy by checking the typologies, opt-out personalisation, sender addresses and any other personalisation within the HTML by using dummy data to test all email possibilities.

• I work very closely with internal stakeholders such as the pricing team, the web team, and the brand team, on a bi-weekly basis, to structure the email content marketing strategy for accommodation sales, taking into consideration, what lodges need selling, new & fresh email ideas with continuous improvement to templates, and how my team can segment our audiences to push more relevant content using personalisation. I present my strategy back to stakeholders within the sales and marketing department to allow them to feedback. Over our peak period this year (26th Dec – 30th Jan), email has made 12% more revenue than our 2022/23 peak period, having made significant improvements to the content strategy.

• I briefed, built, and implemented a completely new set of automated sends, to enhance the pre-arrival experience for our guests ahead of their Winter Wonderland and Festive breaks. I built a whole new range of complex and highly personalised emails targeting guests based on their party makeup and break location, to make their pre-arrival experience as magical as possible, and more importantly, to communicate any information before arrival.

• I took on the responsibility of transforming our Welcome Home programme. To understand where and how to improve this programme, I wrote an in-depth analysis report, using Adobe Analytics and data extracts from Adobe Campaign, to suggest how to increase clicks and revenue and how to reduce unsubscribe rate. I presented my proposal to heads of brand and digital marketing in which they agreed with my proposed enhancements. I am currently in the process of implementing these changes.

• Often, I will be asked to target a select group of recipients very urgently to respond to events that have occurred at our resort locations, such as weather warnings, to give an example. This often results in building a highly targeted workflow in Adobe Campaign to email and SMS the guests affected to allow them to react quickly and effectively.

• As a CRM executive, I work closely with Adobe on reviewing our deliverability rate each month. This is a highly important objective of mine as a high deliverability rate is critical to any successful email strategy plan. I take any insights from Adobe and report back to higher digital managers.

• An important object of mine is to write bi-weekly reports on the performance of our emails. This allows me to dive into the analysis, to generate insights on what strategies are working well and what aren’t, to shape future email plans and to improve the look and feel of our emails.