CRM & Customer Intelligence Lead

Position Overview

We are seeking a qualified CRM & Customer Intelligence Lead to own and strategically manage the entire CRM engine and customer data ecosystem across e-Bakery and the Parent Bakery's retail, wholesale, and digital channels. This role encompasses platform configuration, data governance, segmentation, lifecycle automation, performance analysis, cross-functional alignment, and strategic digitization of all customer touchpoints—consumer, retail, distributor, and institutional. You will be the strategic owner of customer data and retention.

Key Responsibilities

• Design and execute segmented campaigns across all customer channels
• Build and manage multi-step automated journeys (welcome → nurture → reorder → win-back)
• Manage customer data quality, deduplication, and ID structures
• Conduct A/B tests and optimize funnel KPIs
• Link CRM results to commercial metrics (sales uplift, retention improvements)
• Collaborate with cross-functional teams to align on strategy and execution
• Oversee platform configuration and customer data governance

Required Experience

• 3–5 years of hands-on experience in CRM, lifecycle marketing, or marketing operations
• Proven experience managing CRM/automation platforms end-to-end
• Proficiency in data analysis tools (Excel/Sheets, Looker Studio, GA4)

Required Knowledge & Skills

• Deep knowledge of CRM platforms (HubSpot, Salesforce, Zoho, Braze, Klaviyo, or similar)
• Customer data models, ID structures, and segmentation frameworks
• Lifecycle marketing, automation flows, and journey design
• WhatsApp BSP integrations, SMS gateways, and email infrastructure
• E-commerce platforms (Shopify, WooCommerce, custom OMS)
• Data governance, NDPR compliance, opt-in/consent management
• Analytics expertise: LTV, retention curves, cohort analysis, and churn patterns
• Marketing measurement: A/B testing, attribution, and conversion funnel metrics

Location

Lagos, Nigeria