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CRM Specialist

Job ID 23-537 Category Retail Posted Mar. 16, 2023

Position Purpose:

In a dynamic retail environment, consumer expectations are everchanging. We are looking for a detail-oriented, analytical expert with consumer-centric mindset and proven experience turning data into actionable strategy, the CRM Specialist is responsible for leading Lindt USA’s omnichannel CRM program. This person will own strategy, planning and development of email communications, with an eye to optimization through continuous testing (creative, copy, send times, segmentation, etc.) to drive engagement, conversion, and retention. They will manage agency relationships and also lead Lindt USA’s audience development and Smart Data programs, on behalf of Digital, working towards database growth and developing one single source of truth for consumer data.

Essential Job Functions & Responsibilities:

Email Marketing

  • Manage all email marketing efforts, from weekly deployments to triggered campaigns
  • Manage copy and creative development along with revisions and approvals
  • Plan and execute customer segmentation strategies with data from Lindt Loyalty & agency partners
  • Drive customer engagement and retention through defining and implementing customer lifecycle journeys 
  • Implement a test framework that drives continuous optimization including Alpha and Beta Testing
  • Build & Render Test (HTML development, tagging etc)
  • Email Deployment
  • Maintain and optimize the overall CRM calendar to ensure alignment across the business and across communication channels with an eye to engagement and conversion
  • Collaborate with wider Digital Marketing team to build out new landing pages, product collections, and personalized experiences to support post-click experience.
  • Act as the subject expert on email and marketing automation best practices and work to upskill and coach Marketing and Retail colleagues

Audience Development

  • Lead audience segmentation knowledge & growth initiatives on and offline
  • Own customer preference implementation, segmentation, and personalization
  • Improve and maintain list health and deliverability
  • Collaborate with vendors and agency to troubleshoot and enhance performance

Performance and Tracking

  • Track and report on individual campaigns and overall email marketing program, driving for consistent improvement in core KPIs
  • Use data and analysis to identify opportunities for new campaigns or automated flows, message cadence, target segments, and personalization
  • Drive for consistent email subscriber growth, working cross-functionally to advocate for CRM and ensure driving subscriptions is top of mind, then tracking performance to report back to partners.

Success Criteria

CRM expertise – Strong experience building lasting consumer relationships, particularly via email marketing.

Technical expertise – Advanced experience working with CRM software. Preference given to candidates with Selligent Marketing Cloud experience.

Strong understanding of segmentation and journey-mapping – Experience using data to build strategies that improve personalization, engagement, conversion and retention.

Measurement and reporting – This position requires an extremely analytical mind. Experience turning data into actionable plans that deliver sales is a must. Experience with Google Analytics is required.

Writing & Communication - Strong written and verbal communication skills, and experience communicating with internal staff. Preference given to bilingual candidates and those with experience writing and editing marketing copy.

Collaborative spirit – A strong desire to collaborate and the ability to work cross-functionally is important.

Self-starter - Effective working independently and ability to work in fast-paced, deadline-driven environments with changing priorities

Discretion - Ability to appropriately handle confidential / proprietary information

Problem-Solving – Resourceful, creative hands-on approach to brand building and problem solving

Why Lindt?  

As a multi-channel, fast-growing consumer goods company, we recognize that in a competitive market, hiring the right talent makes all the difference. To create happy and loyal Lindt consumers, we need to hire and retain empowered and results-driven Lindt employees. Our teams are comprised of inspired and dedicated professionals who stretch the boundaries of a typical career experience by living our Core Values and making a difference in our business every day. To learn more about our culture and teams, visit

Our Core Values:

  • Passion For The Best - At Lindt we have pride and passion for what we do – we aspire for excellence in everything.
  • In It Together - At Lindt we are one team with a shared purpose – we invest in our relationships and value each other.
  • Always Evolving - At Lindt we shape our future – we take opportunities to improve, adapt to change and build on our strengths.
  • Make An Impact - At Lindt we take responsibility for driving results – we focus on what matters to deliver on our commitments.
  • Act Responsibly – At Lindt we act with integrity – we treat others with respect, celebrate diversity and care for the environment to create a sustainable tomorrow.

This job description is not exhaustive and the Company reserves the right to adjust the job description as well as ask employees to undertake additional or different job responsibilities.  Lindt and Sprüngli is an equal opportunity employer and considers all qualified applicants for employment without regard to race, color, national origin, religion, sex, disability, age, veteran status, or any other classification protected by state, local or federal law.  Applicants for this position must successfully pass a background screening and may be required to pass drug screenings as well. All Lindt & Sprüngli (USA) Inc. properties are smoke and tobacco free.

Qualifications & Requirements:


  • CRM experience, ideally for retail FMCG.
  • Experience with Google Analytics is a must.
  • Experience with CRM software
  • Experience with A/B testing and turning learnings into action plans.
  • Experience writing and editing marketing copy.
  • Ability to work cross-functionally and autonomously, when required.
  • Experience mapping consumer journeys and building segmentation strategies

Skills & Knowledge:

  • Advanced knowledge of Google Analytics and Selligent (or similar)
  • Strong organizational and project management skills
  • Ability to manage multiple projects effectively and in a timely manner.
  • Strong teamwork orientation and proven leadership capabilities with an ability to work effectively in a constantly changing environment, requiring ongoing.
    re-evaluation of priorities.


  • Bachelor’s degree preferred
  • Professionals

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