CRM Manager

This role requires you to owns lifecycle strategy, execution, and operations across KFC Africa’s digital channels

  • App, Web, Kiosk, WhatsApp, Aggregators; to increase acquisition, activation, repeat, frequency, and LTV while protecting profitability and ROI. Owns MarTech for Digital (ESP/push/SMS/WhatsApp/CDP/journey orchestration, decisioning, offer services) and is responsible for loyalty execution in collaboration with the loyalty platform owner. Aligns to Channel Strategy and the D+T strategy and global standards to build segments, journeys, offers, and loyalty executions that integrate with product surfaces, payments/loyalty services, and POS.

Responsibilities

  • Lifecycle blueprint (onboarding → activation → repeat → win‑back) deployed across priority markets with clear OKRs and guardrails.

  • Audience & segmentation framework (RFM/cohorts/propensity) with data hygiene, identity resolution, and consent management.

  • Journey catalogue & orchestration: triggered and scheduled programs across push, email, SMS/WhatsApp, in‑app/web; with clear entry/exit criteria, caps, and fallbacks.

  • Offer testing framework: experiment designs, funding sources, and promo guardrails; standardized read‑outs and next best actions.

  • Performance monitoring & scorecards by channel/market (reach, engagement, incremental orders/revenue, CPR/ROAS, margin impact).

  • Tooling & admin: platform configuration, deliverability, IP/reputation, templates, and permissions; vendor SLAs/QBRs.

  • Backlog of CRM features (real‑time events, product surfaces, offer services) prioritized with Product/Enablement; integration to CDP/data platforms.

  • Compliance: POPIA/GDPR‑aligned consent, retention, and preference management; privacy/security reviews for new journeys and data.

Communication Required

  • Channel Leads &
    • Brand Managers: Align on goals, campaigns, and promo calendar; coordinate offers and audiences; share results and next actions.

  • Product Managers &
    • Design/UX: Embed CRM surfaces in product; ensure rendering, accessibility, and consistent journeys; test UX copy/flows.

  • Insights &
    • Analytics: Define metrics, cohorts, and models; design incrementality tests; analyze impact and publish recommendations.

  • Enablement, Delivery, Solution Architect: Align on data schemas/events, NFRs, release plans, and compliance/security standards.

  • Markets (country digital/ops leads): Localize content, language, tender types; align timing with operational capacity; train market users.

  • Vendors (ESP/push/SMS/WhatsApp/CDP/loyalty): Manage roadmaps, SLAs, and deliverability; run QBRs and remediation plans.

  • Finance, Legal &
    • Privacy: Confirm funding sources, ROI methodology, and compliance (consent, data processing, retention policies).

  • Customer Care/Operations: Close the loop on customer feedback, opt‑out issues, and service recovery.

    • Problem Solving &

    • Analysis

    • Attribution & incrementality: Separate true lift from selection bias; use hold‑outs/geo tests; reconcile platform metrics with product analytics.

    • Data quality & identity: Resolve duplicates/id stitching; ensure event timeliness/accuracy; maintain taxonomy for source/medium/campaign.

    • Offer economics: Model promo impact on margin %, contribution profit, cannibalization, and funding; set guardrails (stacking, floors, eligibility).

    • Deliverability & channel limits: Improve inboxing/push delivery; monitor IP/domain reputation, opt‑in/opt‑out flows, and frequency caps.

    • Real‑time vs batch orchestration: Choose architectures and SLAs that meet business need while managing cost/complexity.

    • Localization & regulation: Adapt for tax/tender/language and market‑specific privacy rules (POPIA/GDPR); maintain templates and approval flows.

    • Capacity & ops alignment: Pace CRM demand to kitchen/delivery capacity; throttle or target to avoid service degradation.

    • Experiment design: Define hypotheses, sample sizes, and guardrails; run read‑outs that translate to clear decisions and backlog updates.

    Innovation

    Enhances and creates new CRM processes and capabilities. Introduces personalization/propensity models with Insights; expands real‑time triggers and dynamic content; pilots new channels (e.g., RCS/in‑app messages) and decisioning approaches; automates QA, render checks, and journey governance.

    Qualifications

    • Bachelor’s degree in Marketing/Business/IS or equivalent practical experience.

    Experience

    • 5-7+ years in CRM/lifecycle/growth marketing for consumer digital/e‑commerce; multi‑market Africa experience preferred.

    • Hands‑on with orchestration and messaging platforms (e.g., Salesforce Marketing Cloud, Braze, Adobe Campaign, Iterable, or similar);

      experience with WhatsApp/SMS.

    • Strong analytics/experimentation skills; comfortable with funnels, cohorts, incrementality testing, and ROI models
      • SQL/BI a plus.

  • Knowledge of privacy & consent (POPIA/GDPR) and data governance;

    experience integrating with product analytics and CDP.

  • Stakeholder management across Product, Brand, Engineering, Markets, and Vendors; clear, actionable communication.

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