Campaign & CRM Manager

Carl Zeiss Vision UK Ltd.; Birmingham; Hybrid; GBP 60,000 - 90,000; Full time

Job summary

Carl Zeiss Vision UK Ltd. is seeking a Campaign & CRM Manager to lead data-driven, multi-channel CRM programmes across B2B and B2C audiences. You will shape strategy, planning and execution, using insight and technology to drive measurable business results.

Role requires strong CRM principles, hands-on Salesforce/Marketing Cloud experience, and the ability to collaborate across Marketing, Sales and Data teams to optimise engagement and ROI. GDPR compliance and data governance are essential.

Qualifications

• Approximately 5+ years’ experience in CRM strategies for B2B/B2C with measurable results.
• Strong CRM principles, customer lifecycle marketing, segmentation and personalisation.
• Hands-on experience with Salesforce and Marketing Cloud; proficiency with multiple digital channels.

Responsibilities

• Develop and own the overall CRM strategy and activity plan for ZEISS UK & Ireland (B2B and B2C) aligned to business objectives and KPIs.
• Plan, deliver, and optimise multi-channel campaigns (email, social, digital) for B2B and B2C audiences.
• Analyze performance; report KPIs; lead a test-and-learn roadmap to improve engagement and conversions.
• Oversee creation and delivery of SEO-optimised content and communications for social/digital platforms.
• Develop audience segmentation models and drive personalisation across channels.
• Administer and optimise CRM platforms; drive best practices and workflow improvements.
• Ensure GDPR compliance and consent management; collaborate with Data Protection Officer.
• Collaborate with Marketing, Sales, Customer Service, Product and Data teams.
• Manage agencies for creative and media work; ensure on-time, on-budget delivery.

Skills

CRM strategy

Data analysis

Cross-functional teamwork

Project management

SEO content creation

Copywriting

Campaign management

PPC & display

Content planning

Tools

Salesforce

Marketing Cloud

Power BI

Job description

Position Summary

As Campaign & CRM Manager for ZEISS UK & Ireland, you will lead the strategy, planning, and execution of data-driven, multi-channel CRM programmes across B2B and B2C audiences—using insight, technology, and targeted communications to drive measurable business results.

Responsibilities

• CRM Strategy and Plans: Develop and own the overall CRM strategy and activity plan for ZEISS UK & Ireland (B2B and B2C) aligned to business and marketing objectives and agreed KPIs. Define customer and consumer segmentation, journeys and contact strategies to maximise engagement and value. Coordinate annual communication calendars and ensure alignment with brand and product activities.
• Always On: Plan, deliver, and optimise integrated multi-channel always on strategies for B2B and B2C audiences to defined KPIs.
• Campaign Management: Plan, deliver, and optimise multi-channel campaigns (ZEISS owned social/digital channels, platforms, email) for B2B and B2C audiences to defined KPIs.
• Performance Measurement & Optimisation: Ensure all activity is tracked, measured and reported against defined KPIs. Analyse performance and provide insight-led recommendations to improve engagement and conversion. Lead a structured test and learn roadmap (tests across platform, channel, media, creative, messaging) to continuously improve effectiveness.
• Content and Communications: (Social and Digital): Oversee creation and delivery of customer/consumer centric SEO optimised content and Communications for ZEISS B2B and B2C social channels and digital platforms.
• Segmentation & Personalisation: Develop and maintain robust audience segmentation models for B2B and B2C.Drive personalisation strategies to deliver relevant content and offers at scale across channels.
• Technology Ownership: Administer and optimise CRM and marketing automation platforms and tools (e.g. Salesforce, Marketing Cloud and similar). Driving best practice and in-house capability. Identify and implement enhancements to workflows, integrations, and processes to improve efficiency and performance.
• Compliance & Governance: Ensure all CRM activity complies with data protection and privacy regulations (e.g. GDPR, opt-in/opt-out rules). Maintain robust processes for consent, preference management, and data handling. Work in partnership with Data Protection Officer.
• Data Management: Partner with data, IT and Commercial teams to ensure data quality, accuracy and availability for CRM activity. Contribute to data strategy, including data capture, enrichment, and usage for segmentation and personalisation.
• Cross-Functional Collaboration: Work closely with Marketing, Sales, Customer Service, Product, and Data teams to align CRM activity with wider business goals and initiatives.
• Agency Management: Responsible for working collaboratively with and managing creative and media agency partner/s to deliver annual plans, campaigns and KPIs. Lead briefing, execution, feedback, and review processes, embedding learnings and optimising ways of working.
• Budget Management: Plan and manage CRM projects and initiatives within agreed budgets, ensuring cost-effective delivery and clear ROI.
• Global & Local Collaboration: Collaborate with HQ and other ZEISS markets to share and adopt best practices, tools, and approaches in CRM. Build and nurture local and international CRM networks within ZEISS.
• Community Management: Ensure effective community management across all ZEISS B2B and B2C social media accounts, in partnership with agencies or internal teams
• Brand Stewardship: Act as a brand guardian, ensuring all CRM and digital communications reflect ZEISS brand values, visual identity, and tone of voice .

Required Knowledge & Experience

Essential Criteria

• Approximately 5+ years’ experience developing and delivering CRM strategies for B2B and/or B2C audiences, with demonstrable results.
• Strong understanding and practical application of CRM principles, customer lifecycle marketing, segmentation, and personalisation.
• Hands-on experience Salesforce and Marketing Cloud) Proven experience using a wide range of digital marketing channels and platforms, including PPC, display, social media (Meta, TikTok, Pinterest, LinkedIn), email, and affiliates
• Strong analytical skills: able to interpret data, derive insights, and translate them into clear, actionable recommendations.
• Operational knowledge of analytics tools (e.g. Google Analytics) and reporting tools (e.g. Power BI).
• An understanding of user behaviour and conversion funnels to feedback to product owners and steer product development.
• Working knowledge of data privacy and consent regulations (e.g. GDPR) and their application in CRM.
• Proven ability to work effectively in cross-functional teams and influence stakeholders at different levels.
• Strong project management skills with experience managing multiple initiatives simultaneously.
• Experience managing agencies (creative and media) to deliver high-quality work on time and on budget.
• Proven ability to work with creative agencies to deliver impactful multimedia content, from briefing through to creative approval.
• Experience creating or commissioning SEO-optimised content for digital platforms.
• Strong copywriting and briefing skills for customer-facing communications.

Desirable Criteria

• Graphic design skills and experience with Adobe Creative Cloud (e.g. Photoshop, Illustrator, InDesign) or similar tools.

Your ZEISS Recruiting Team: Abbie Walters

Step out of your comfort zone, excel and redefine the limits of what is possible. That’s just what our employees are doing every single day – in order to set the pace through our innovations and enable outstanding achievements.

After all, behind every successful company are many great fascinating people. In a spacious modern setting full of opportunities for further development, ZEISS employees work in a place where expert knowledge and team spirit reign supreme. All of this is supported by a special ownership structure and the long-term goal of the Carl Zeiss Foundation: to bring science and society into the future together. Join us today. Inspire people tomorrow.

Diversity is a part of ZEISS. We look forward to receiving your application regardless of gender, nationality, ethnic and social origin, religion, philosophy of life, disability, age, sexual orientation or identity.