1. Omnichannel Customer Activation & Membership Strategy

• Define, plan, and execute the relational CRM campaign calendar across multi-channel touchpoints (e-mail, SMS, push notifications, and in-app messages).

• Deploy the commercial activation roadmap & automations for the Decathlon Membership program, optimizing the "Earn & Burn" points logic to boost engagement and profitability.

• Partner closely with commercial, retail, and digital product teams to ensure a seamless, omnichannel member experience online and in-store.

• Seamlessly integrate sustainability and circular economy milestones (e.g., rewarding members for buying second-hand or using repair services) into the customer journey.

2. Data-Driven Personalization & Segmentation

• Apply advanced customer segmentation based on behavioral patterns, purchasing history, and sports preferences.

• Leverage AI-driven predictive analytics to anticipate user behavior, deliver highly personalized content, and deploy proactive churn-prevention strategies.

• Translate insight and utilise advanced customer segmentation to deploy marketing automations that will serve the retention goals.

• Ensure strict adherence to data privacy regulations (GDPR) and maintaining local direct marketing consent rules.

3. Campaign Performance & Growth Analytics

• Track, analyze, and report on core CRM and loyalty metrics, including Gross Merchandise Value (GMV) growth, purchase frequency, active member rate, and campaign ROI.

• Conduct systematic A/B testing on copy, design, and audience segments to continually refine engagement and conversion metrics.

• Translate data insights into actionable improvements for future campaigns and strategic adjustments.