CRM & Analytics Leader — B2B Finance Marketing

Key Group; Lancashire; On-site; GBP 55,000 - 75,000; Full time

Job summary

Key Group is a leading financial services brand focused on helping people unlock a better retirement since 1998. We are seeking an experienced Marketing CRM & Analytics Manager for a 12-month fixed-term contract.

You will define and deliver our CRM, audience engagement and marketing analytics strategy, building a roadmap to segment, engage and nurture adviser audiences across the UK. Collaboration with Marketing, Sales, Product, Change and Data teams is essential to success.

Qualifications

• Proven experience developing and delivering CRM strategy or customer engagement strategy within a B2B environment.
• Strong experience building and managing CRM roadmap development programmes.
• Experience creating segmentation and personalisation strategies that drive measurable business outcomes.
• Understanding of marketing automation platforms and automated nurture programmes.
• Experience using CRM and marketing analytics to deliver data-led marketing recommendations.
• Proven ability to establish measurement frameworks and optimise campaign performance.
• Strong stakeholder management skills with the ability to influence and collaborate across multiple business functions.
• Experience delivering CRM transformation or CRM platform development initiatives.
• Knowledge of acquisition, engagement and nurture strategies across the customer lifecycle.
• Experience within B2B financial services or another regulated marketing environment would be highly advantageous.
• Strong analytical and commercial mindset with excellent communication and presentation skills.

Responsibilities

• Define and own the CRM strategy, customer engagement strategy and CRM roadmap for adviser marketing activity.
• Develop and implement lifecycle marketing strategies that support acquisition, engagement, retention and nurture objectives.
• Design and optimise adviser journey strategies, ensuring communications are relevant, timely and aligned to business priorities.
• Lead segmentation and personalisation strategies to improve audience targeting and campaign effectiveness.
• Translate business objectives into clear CRM requirements and prioritised delivery plans.
• Partner with Sales, Product, Change and Data teams to deliver integrated CRM and marketing automation initiatives.
• Oversee campaign planning, execution, testing and optimisation, ensuring continuous improvement through data and insight.
• Establish measurement frameworks, KPIs and reporting to evaluate campaign effectiveness and customer engagement.
• Identify opportunities for CRM platform development and capability enhancement.
• Support the ongoing development of marketing analytics, ensuring insights are converted into actionable commercial recommendations.
• Champion best practice in data led marketing and adviser engagement within a regulated environment.
• Provide strategic guidance on CRM transformation initiatives and future capability requirements.

Skills

CRM strategy

Customer engagement

Lifecycle marketing

Marketing automation

Data analytics

Stakeholder management

CRM platform development

B2B financial services

Measurement frameworks

Cross-functional collaboration

CRM roadmap

Tools

CRM platforms

Job description

Key Group is a leading financial services brand focused on helping people unlock a better retirement since 1998. We are seeking an experienced Marketing CRM & Analytics Manager for a 12-month fixed-term contract.

You will define and deliver our CRM, audience engagement and marketing analytics strategy, building a roadmap to segment, engage and nurture adviser audiences across the UK. Collaboration with Marketing, Sales, Product, Change and Data teams is essential to success.