CRM Change & Transformation Manager

Virgin Atlantic; Crawley; Hybrid; GBP 80,000 - 100,000; Full time

Job summary

A leading airline company is seeking a CRM Manager to define and execute its CRM strategy, manage a team of three, and enhance customer journeys through innovative CRM practices. The ideal candidate will have a degree-level qualification, significant CRM experience, and a track record of driving commercial results. This is a hybrid role based in Crawley, requiring three days a week at the headquarters.

Qualifications

• Proven track record of delivering commercial results through CRM.
• Demonstrable CRM activation case studies.

Responsibilities

• Define and deliver the CRM strategy and trading plan.
• Lead a team of three CRM Leads.
• Drive continuous improvements in Pre-Flight VoC performance.
• Enhance multi-touchpoint pre-flight journeys for greater personalisation.

Skills

Data and insight-led mindset

Stakeholder management

Strong communication skills

Experience in fast-paced environments

Conflict resolution

Education

Degree-level qualification or equivalent experience

Job description

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Job Description

Job Details

Location: Hybrid - 3 days a week at VHQ, Crawley
Hours: 37.5 per week, Monday to Friday
Contract Type: Permanent
Salary: Competitive
Closing Date: 22nd October 2025

In a nutshell

At Virgin Atlantic, we're more than just an airline-we're a brand that reimagines the way people experience travel. With a bold vision to become the most loved travel company, we thrive on challenging the status quo, pushing the boundaries of aviation, and celebrating individuality every step of the way.

As CRM Manager, you'll define and deliver Virgin Atlantic's CRM strategy, working closely with the Senior Manager, CRM Delivery. Leading a team of three CRM Leads-focused on Trade, Pre-Flight, and Flying Club (Loyalty)-you'll oversee the execution of customer journeys across our owned channels (SMS, WhatsApp, email, and app).

Your mission? To drive over incremental flown revenue, strengthen customer retention, and contribute directly to our NPS growth. You'll champion CRM as a driver of business change, aligning with our goals of sustainable profitability and becoming the world's most loved travel company.

Day to day

• Build and deliver a CRM strategy & trading plan that enhances the pre‑flight experience and drives Flying Club growth.
• Lead and inspire a team of three CRM Leads, enabling them to deliver bold, insight‑driven activations.
• Partner with stakeholders across Virgin Atlantic to gain buy‑in and deliver CRM initiatives aligned to business goals.
• Champion automation and AI‑driven ways of working-unlocking efficiency, scalability, and speed to market.
• Develop CRM's role in Flight+, Ancillaries, Upsell, Cross‑Sell, and Online Retail to maximise revenue and margin.
• Deliver personalisation at scale-enabling 1:1 lifecycle interactions across all CRM channels.
• Activate segmentation strategies, embedding their value across the organisation.
• Collaborate with Omnichannel Analytics, Data & Delivery teams to ensure best‑in‑class execution and actionable insights.
• Own Pre‑Flight VoC performance, driving continuous improvements that contribute to overall NPS targets.
• Enhance multi‑touchpoint pre‑flight journeys-delivering greater personalisation by cabin, destination, and segment.

About You

• Degree‑level qualification (or equivalent experience) with a proven track record of delivering commercial results through CRM.
• Experience in a fast‑paced, high‑performing environment.
• Strong data and insight‑led mindset, with demonstrable CRM activation case studies.
• Skilled in managing diverse stakeholders across business and technical domains.
• Confident communicator with strong influencing, storytelling, and presentation skills.
• Adept at resolving conflicts and aligning cross‑functional teams.

Be Yourself - We Celebrate Difference

At Virgin Atlantic, diversity and inclusion are at the heart of everything we do. We're proud to be an equal opportunity employer and welcome applications from all backgrounds. If you require any adjustments during the recruitment process, reach out to us at [e-mail] - we're here to support you.

Our recipe for leadership

At Virgin Atlantic, our leaders empower teams to thrive through collaboration, innovation, and excellence. Explore our Leadership Recipe and discover the 20 core ingredients that define what it means to lead with us, driving our mission to be the most loved travel company and achieve sustainable profit. Want to learn more? Click here