Establish and deliver key KPIs to measure success and ways of improving these KPI's. Support the development, increase, and refinement (data quality) of the brand consumer database, as well as improving repeat/retention levels for all brands. Increase and maintain the reliability and quality of the database through appropriate data management (de-duplication, normalization, etc.) and qualification processes. Provide ongoing data analysis on consumer behavior and engagement through quantitative and qualitative analytical tools. Analyze omnichannel performance to drive business strategy, profitability, and future campaign investment. Collaborate with various stakeholders to align CRM initiatives with overall business objectives and ensure seamless integration across different channels and platforms. Advise the commercial team to negotiate sharing of CRM data and insights with retailers. Support the presentation of CRM key findings, insights, and recommendations to Consumer Marketing partners and leadership. Implement CRM tools and techniques in the affiliate.