Regional Clientelling Manager - Ahmed Seddiqi

Seddiqi Holding is a Family-owned and managed company with a unique, diversified portfolio of businesses and brands across numerous sectors. The business includes Ahmed Seddiqi, Seddiqi Properties, Swiss Watch Services and Mizzen.

We are looking to hire a Regional Clientelling Manager who will be responsible for implementing the Commercial CRM strategy for the Ahmed Seddiqi’s retail network that is defined in alignment with the SH CRM strategy, as well as fostering a customer centric culture within the retail teams.

The job holder is responsible for defining Boutique Clientelling in collaboration with CRM Department to ensure proper execution by the sales team and set the Clientelling objectives to grow main indicators such as acquisition, activation, conversion and retention.

The role is also accountable to recommend supporting campaigns to reach the commercial goals in alignment with the global calendar agreed upon with the brands and the marketing team. The Clientelling Manager is responsible for educating the POS teams on Clientelling best practices and performance standards and establishing a trusted tracking and reporting mechanism of clientelling metrics in alignment with AS strategy and goals.

KEY ACCOUNTABILITIES

Strategic Contribution

• Define mid- and long-term priorities, roadmap and budget using a 5-axis framework:

* Client profiling and activation programs.

*Tools & systems (existing and new systems).

*Clientelling performance management tools.

*Training.

*Competition review.

• Co-design with the CRM department the Clientelling strategy and implement the appropriate strategies in Multi and Mono boutiques.
• Define long-term clientelling programs for AS multi and mono brands boutiques.
• Review the current data capture standards, propose amendments, and implement the CX approved frameworks for data capture standards in support of the current CRM integrations and train the sales teams on best practices.
• Define mandatory post-visit follow-up guidelines and make sure they are efficiently implemented and action plans to increase the NPS.
• Define clientelling tools & systems and lay down the strategy for implementation.
• Partner with IT teams to investigate issues encountered by boutiques on existing Clientelling tools.
• In collaboration with the Retail Commercial Managers design an audit system for the boutique managers to ensure the Retail owned customer communications are implemented as scheduled with the right tone and quality to drive CX consistency.
• Collaborate with brand management to negotiate with the brands on the inhouse ASCRM Clientelling tools for customer data capture and usage to optimize the customer centric culture and ROI.
• Responsible for innovation and creation of change management strategy and roll out.
• Set the Clientelling Performance Framework and standards and collaborate with the Retail commercial managers to drive implementation.
• Plays a pivotal role in activating and elevating the Seddiqi Signature experience throughout the customer journey in our multi high end boutiques by refining Seddiqi Signature standards and SOP and tracking of performance in collaboration with the commercial managers.

Operations Management

• Tracking Clientelling performance, focusing on acquisition and post visit activation.
• Through close collaboration with Marketing, CX and Retail teams, provide contact occasions lists of clients to boutiques based on the key celebration moments of AS or of the brands listed in stores and make sure they are activated.
• Assess data quality of clients & prospects portfolios and create action plans for improvement while maintaining a high level of trust in the captured data.
• Based on the key celebration moments of AS or of the brands listed in stores, keep providing boutiques with contact occasions lists and activation plan to boost traffic, client engagement, advocacy and referrals, and retention as part of the global customer communications calendar
• Review the collected customers' voice through the launch of customer satisfaction surveys and define action plan to close the loop on the identified gaps. Co-Design with the VOC team new projects to measure the impact of specific actions on the CX, for prospects and customers.
• Following the audit, work closely with, CX, IT and external providers on the approved roadmap to upgrade the Clientelling tools and ensure smooth adoption in boutique ( Data input to the SH CRM 360)
• Define and follow-up CRM/Clientelling KPIs for boutiques to track acquisition, activation, conversion and retention and set collective and individuals targets per boutique while maintaining the balance of data accuracy for data collected by the customer facing teams.
• Design dashboards to track performance on key indicators and metrics (e.g. Power Bi or Salesforce reports)
• Analyze and act upon additional insights and recommendations shared by the CI team to maximize commercial results and maintain customer experience high standards.
• Improve Lost sales analysis – improve logging of the related information in the current and future systems for further insights for commercial decisions ( related to availability, price difference, direct competition) and to suggest corrective measures accordingly.
• Oversee the Curation of special experiences and treatments for Top customers with their (account) managers for their special moments.
• Assist with data standardization across brands data , B-B customers and linked Finance accounts data as well as decisions makers contacts.
• Organize the current inventory of treats and gifts from the brands and optimize the utilization as a retention tool for the most eligible customers commercially as well as interests wise on AS level not just brand level. (tennis, Gold, F1, World cup, factory visits etc…)
• Create simple offers to push sales based on insights as well as to audit the retail teams’ interactions
• Audit in alignment with the CX quality team the quality of the interactions with customers: Grammar, Tone of Voice, relevance etc,.
• Audit the current AS client segmentation and make recommendations for potential update. (Serving Seddiqi Signature and in the near future SH loyalty Personas and benefiting from the insights from other BUs.)
• Through a close collaboration with Marketing and Retail teams, provide contact occasions lists of clients to boutiques based on the key celebration moments of AS or of the brands listed in stores and make sure they are activated.
• Analyse data quality of clients & prospects portfolios and Create action plans to improve them per location.

Team Development

• Partner with L&D and CX to design training material and repurpose some existing ones about data capture, profiling and prospecting).
• Drive clientelling training calendar to develop clientelling experts in boutiques to enhance the Clientelling mindset.
• Create the training roadmap, materials, and guides for the upgrade of the Clientelling tools.
• Train and coach the boutique staff on all Clientelling techniques and tools to grow business (data capture, activation, customer loyalty, etc.) and share best practices.
• Conduct frequent retail training refreshers to further develop the team’s Clientelling mindset.
• Manage newcomers’ trainings on CRM and Clientelling topics.

Compliance & Competitive Awareness

• In collaboration with the Retail Operations Excellence Manager and Loss Prevention, ensure compliance with all legal and regulatory requirements relevant to boutique Clientelling activities, including data privacy and security.
• Drive initiatives to enhance customer trust, safeguard brand and company reputation, and maintain best-in-class in-store Clientelling practices.
• Conduct regular competition review and competitor’s clientelling benchmarking analysis of new clientelling trends in the luxury market (Multi & Mono Boutiques).

In order to be successful in this role, you should have:

• 8-10 years job related experience.
• Bachelor's degree or equivalent in Business, Marketing or any other related field.
• Extensive knowledge of Luxury market trends and luxury best practices.
• Experience in the Luxury watches and Jewellery segment is preferrable.
• English & Arabic Language - Excellent verbal and written communication
• Cultural understanding (of GCC and UAE in particular) in retail Luxury environment.

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