Roshni Mehta

Honest, confident and a team player with a passion for learning new skills and embracing new challenges. I excel both as an individual contributor, taking initiative, and as part of a collaborative team. My aim is to apply my knowledge and skills with utmost dedication and honesty, leveraging the organisational and communication skills developed through my roles at McArthurGlen and Secret Escapes.

I maintain a clear mind with a practical approach to problem-solving and persevere to achieve excellent results, aspiring to a challenging and fulfilling career.

Senior CRM Executive - Secret Escapes Ltd - London

(2019-03)

• Management of the CRM strategy for Scandinavia (Sweden, Denmark, Norway), France, Italy, and TravelBird, consisting of 11 territories in line with the CRM roadmap.
• Planning CRM campaigns and collaborating with Trading teams to gain insights and trends
• Planning quarterly and yearly campaigns in accordance with the Global Marketing Calendar
• Briefing the CRM Executive in managing the end-to-end production of email campaigns: briefing content, HTML integration, audience segmentation, testing and deployment
• Created and executed A/B testing plans to optimise and refine CRM channels in terms of content, creative, subject lines, send times, and device type, providing monthly testing analysis to propose recommendations for future emails (e.g., testing short vs. long content, pure Athena vs. specific list of deals: sending Pure Athena to Active customers generated a 36% open rate and a 4% click-through rate).
• Responsible for creating engaging, dynamic, and personalised emails using Salesforce Marketing Cloud and Iterable, assisting in the development and implementation of Secret Escapes' CRM strategies.
• Implemented targeted and segmented campaigns based on browsing and purchasing behaviour with the aim to retain customers and convert new subscribers.
• Suggested innovative CRM approaches and launched new email campaigns (e.g., Top 10 deals, Postcard email). The Postcard email generated a 30% increase in overall margin with a 45% Open rate.
• Implemented lifecycle CRM programs to generate revenue and reduce churn (Back in Stock automation generated 20k clicks from 90k sends - incremental £4k margin in the first week and £44k in 3 months)
• Provided support to the Brand Marketing team and Trading teams on CRM best practices to ensure campaign and event alignment.
• Working on the Iterable Platform Migration project, transferring all 9 territories to the new email platform.
• Analysed campaign performance using Salesforce Marketing Cloud and Snowflake to understand customer behaviour and provide actionable insights.
• Managed weekly CRM and wider Marketing meetings, sharing data insights and metrics with stakeholders.
• Liaised with the Media team to create email campaigns, further optimise email campaigns with SL testing and Media Pods, managed assets, audience segmentation, scheduling, and tracking.
• Collaborated with the Design team on new and innovative email templates or asset creation.
• Worked on Push Notifications, In-App and Webpush campaigns, looking at optimisation opportunities.

CRM & ECRM Coordinator - Clarins UK - Cavendish Place

(2018-10 - 2019-02)

• Responsible for creating engaging, dynamic, and personalised content using Movable Ink, assisting in the development and implementation of Clarins CRM strategies.
• Helped execute the CRM plan, deploying brand, social, and commercial newsletters, SMS campaigns, and loyalty reminder campaigns.
• Implemented targeted and segmented campaigns based on product purchase, age, gender, and the use of AI technologies, aiming to retain customers and convert prospects.
• Optimised automated campaigns (welcome and post-purchase series), from briefing to execution for online and offline channels, leveraging email best practices.
• Liaised with BounceX on the launch of retargeting campaigns and conducted pre-launch journey testing.
• Supported the email contact plan, tracking each campaign stage from briefing to sign-off, and liaising with Marketing and e-commerce teams to ensure event and offer alignment.
• Managed the end-to-end production of email campaigns: briefing content, copywriting, artwork amends, HTML integration, audience segmentation, testing, and deployment.
• Created and executed A/B testing plans to optimise and refine CRM channels in terms of content, creative, subject lines, send times, and device type. Provided monthly testing analysis with recommendations for future emails (e.g., testing short vs. long content, gender-specific content: sending male-focused emails to Tinyclues customers generated a 26% open rate and a 4% click-through rate).
• Analysed and reported on CRM communications for the Online and Offline channels using Adobe Campaign and Google Analytics to understand customer profiles and provide in-depth, actionable insights.

CRM Executive - McArthurGlen Group - Nations House

(2017-10 - 2018-09)

• Created and implemented the double opt-in email process for all 24 centres pre-GDPR launch.
• Managed the GDPR email process – creating 40 emails to target specific engagement segments, testing, and sending re-permission campaigns.
• Managed the end-to-end production of email campaigns, from initial scoping and briefing of content with design, copywriting, through to audience segmentation, testing, deployment, and reporting.
• Liaised with external agencies and internal stakeholders on marketing plans, data accuracy, and customer insight.
• Ensured all communications had engaging, dynamic content – amending emails using HTML coding.
• Built and planned effective test & learn strategies to gain further customer insight and continuously improve communications – including additional data capture forms in the Welcome journey.
• Managed the sign-up journey during the new website rollout across 24 centres, testing the journey from double opt-in to welcome emails.
• Created a relevant A/B testing plan to gain actionable insights – subject lines, layout, products vs. logos. Analysed test results to optimise and inform future campaign strategy.
• Developed a global email marketing calendar, working alongside brand partners and content teams to ensure all marketing was aligned with customer and business objectives.
• Analysed data within Salesforce Marketing Cloud and Google Analytics to understand customer profiles and provide in-depth, actionable insights to drive marketing communications forward – creating and improving audience segmentation.
• Established existing customer data to inform and set up email marketing automation programs through the ESP (e.g., Welcome Program, Lapsing and Lapsed program, Member Get Member).

Online Category Executive – Multichannel - House of Fraser - Baker Street

(2015-06 - 2017-10)

• Responsible for launching brands and products within House of Fraser's website – successfully played a key role in a project of re-platforming the new website using Hybris and Fredhopper.
• Managed over 20 brands including Karen Millen, Jaeger, Wallis, and Michael Kors.
• Reported on web sales, key metrics, and promotions, assessing category performance against web KPIs.
• Monitored the online customer journey using data and analytics to approve brands, products, and offers to feature online and in marketing emails based on various metrics: sales, conversion, visits, and email reports.
• Maintained up-to-date sales information across WSSIs and Departmental summaries like Building for Growth, analysing and proposing actions.
• Produced detailed trading analysis at brand level using Adobe and Microstrategy to identify opportunities for online growth (e.g., Marketing Emails, Edits, and Landing Pages).
• Planned and created marketing emails using Smartfocus (briefing, design amends & link testing) for various emails like Thursday Offers and New Arrivals, reporting weekly on key metrics like Click Rate, Conversion, and Bounce Rate.