CRM & Data Manager

Birmingham City Football Club plc; Birmingham; On-site; GBP 55,000 - 90,000; Full time

Benefits offered by this job

Matchday Tickets

Blues Store Discount

Life Assurance

Pension Scheme

Eye Care Voucher

Cycle to Work Scheme

24/7 wellbeing with Help@Hand

Job summary

Birmingham City Football Club is hiring a CRM and Data Manager to lead the Club's Customer Data Platform strategy and its integration with marketing and commercial activities. You will own the CRM platform, data quality and fan communications across channels, delivering personalised journeys and data-led decisions to drive growth for Birmingham City FC and its women’s teams.

Bring expertise in Bloomreach or similar CDP/CRM platforms, advanced analytics, GDPR compliance and a track record of

Qualifications

• Experience with enterprise CRM/CDP platforms (e.g., Bloomreach, Salesforce Marketing Cloud, Braze, Klaviyo).
• Hands-on CRM platform management incl. segmentation, automation, data management, email/SMS/push marketing.
• Experience building lifecycle marketing programmes and customer journeys.
• Strong analytical skills with audience segmentation, LTV or predictive models.
• Experience creating performance reporting frameworks and presenting insights to senior stakeholders.
• Excellent understanding of GDPR, consent management and CRM compliance.
• Strong stakeholder management and experience leading third-party suppliers.
• Experience in sport/football or entertainment preferred.
• Knowledge of women’s football audiences and fan engagement.
• Experience with enterprise data platforms or data warehouses.
• Familiarity with Tableau, Power BI, SQL or similar tools.
• Understanding of ticketing systems and fan purchasing behaviour.
• Experience supporting international audience growth.

Responsibilities

• Lead CRM Platform implementation and ongoing development (Bloomreach).
• Manage external partners to deliver against roadmaps and milestones.
• Own day-to-day operation, optimisation and health of the CRM platform.
• Ensure GDPR-compliant fan data across audiences.
• Develop first‑party data capture strategies across digital, retail and matchday touchpoints.
• Take ownership of email, SMS and push channels and campaigns.
• Build audience segmentation, A/B testing and automation programmes.
• Develop fan personas, segmentation and LTV models.
• Develop predictive models to improve retention and growth.
• Provide audience insights to inform marketing, commercial and fan engagement strategies.
• Create personalised automated journeys across the fan lifecycle (onboarding, renewals, win-back, cross-sell).
• Measure CRM performance with dashboards and reporting; support international growth.

Skills

Bloomreach

Salesforce Marketing Cloud

Braze

Klaviyo

CRM platforms

Segmentation

Lifecycle marketing

GDPR & consent

Tableau

Power BI

SQL

Tools

Bloomreach

Salesforce Marketing Cloud

Braze

Klaviyo

Job description

CRM & Data Manager
Birmingham City Football Club
Permanent | Full-Time (37.5 hours per week)
Location:St. Andrews Stadium, Birmingham, B9 4RL

Birmingham City Football Club is on the rise.

With an incredible history dating back to 1875, Birmingham City Football Club is part of an exciting period of accelerated growth and modernisation and is playing it’s part in once-in-a-generation opportunity to support the transformation of England’s second city as part of theSports Quarter project.

With significant investment across our football, commercial, and community operations, we are rebuilding the Club for long-term success — on and off the pitch. The journey we’re on involves strengthening our structures, elevating our performance environments, growing our teams, and investing heavily in the people, processes and culture that will define the next chapter of Birmingham City FC.

About the Department

The Marketing team is responsible for growing Birmingham City Football Club's fanbase, strengthening supporter engagement and driving commercial performance. Through data, creativity and digital innovation, the team delivers campaigns and experiences that connect fans with the Club across every touchpoint. As our CRM & Data Manager, you'll play a key role in shaping how we use customer data to deliver more personalised fan experiences and support the Club's ambitious growth plans.

About the Role

Reporting into the Marketing team, you'll be responsible for leading the Club's CRM platform strategy and implementation, ensuring our technology, fan data and communications work seamlessly together.

Your immediate priority will be delivering our Bloomreach Customer Data Platform implementation, managing YinzCam as our integration partner and establishing a best-in-class CRM function that supports marketing, commercial growth and fan engagement across Birmingham City FC.

You'll become the Club's subject matter expert on CRM, fan segmentation and lifecycle marketing, enabling every department to make smarter, data-led decisions.

What You'll Be Doing

Lead our CRM Platform

• Lead the implementation and ongoing development of the Club's Customer Data Platform (Bloomreach).
• Manage YinzCam and external integration partners to deliver against agreed roadmaps and milestones.
• Own the day-to-day operation, optimisation and health of the CRM platform.
• Ensure high-quality, GDPR-compliant fan data across Men's, Women's and Academy audiences.
• Develop first‑party data capture strategies across digital, retail and matchday touchpoints.

Own Fan Communications

• Take ownership of the Club's email, SMS and push notification channels.
• Deliver targeted CRM campaigns from planning through to execution and optimisation.
• Build audience segmentation, A/B testing and automation programmes to continually improve engagement and performance.

Drive Fan Insight

• Build and develop fan personas, behavioural segmentation and lifetime value (LTV) models.
• Develop predictive models to improve retention, renewals and commercial growth.
• Provide audience insights that inform marketing, commercial and fan engagement strategies.

Build Lifecycle Marketing

• Create personalised automated journeys across the entire fan lifecycle, including:
• New fan onboarding
• Season Ticket renewals
• Lapsed fan win‑back campaigns
• Cross‑sell and upsell programmes
• Develop dedicated lifecycle programmes supporting Birmingham City Women.

Measure Success

• Own CRM reporting and performance dashboards.
• Track database growth, engagement, lifecycle performance and revenue contribution.
• Lead the Club's brand health measurement framework and audience perception research.
• Provide actionable insight to Marketing and Commercial teams to support strategic decision making.
• Stay at the forefront of CRM, CDP and lifecycle marketing best practice.
• Support the Club's international growth ambitions through scalable CRM infrastructure.
• Become the Club's expert on fan data activation, segmentation and communications compliance.

About You

We're looking for someone who combines technical CRM expertise with commercial thinking and a genuine passion for using data to create exceptional customer experiences.

You’ll be comfortable leading complex CRM projects, managing external partners and translating technical insight into practical marketing action.

• Experience working with Bloomreach or a comparable enterprise CRM/CDP platform such as Salesforce Marketing Cloud, Braze or Klaviyo.
• Strong hands‑on experience managing CRM platforms including segmentation, automation, database management and email/SMS/push marketing.
• Experience building lifecycle marketing programmes and customer journeys.
• Strong analytical skills with experience developing audience segmentation, LTV or predictive models.
• Experience creating performance reporting frameworks and presenting insights to senior stakeholders.
• Excellent understanding of GDPR, consent management and CRM compliance.
• Strong stakeholder management with experience leading third‑party suppliers and influencing cross‑functional teams.
• Experience within professional sport, football or the wider entertainment industry.
• Knowledge of women’s football audiences and fan engagement.
• Experience working alongside enterprise data platforms or data warehouses.
• Familiarity with Tableau, Power BI, SQL or similar analytics tools.
• Understanding of ticketing systems and fan purchasing behaviour.
• Experience supporting international audience growth.

The Benefits of Being Blues

At Birmingham City Football Club, we put people at the heart of everything we do. When you join the Club, you become part of the Blues family — and that comes with a range of benefits designed to support you both inside and outside of work.

• Matchday Tickets
• Blues Store Discount
• Life Assurance
• Pension Scheme
• Eye Care Voucher
• Cycle to Work Scheme
• Help@Hand - 24/7 access to GP appointments, wellbeing services and mental health support.

Safeguarding

Birmingham City Football Club is committed to safeguarding and promoting the welfare of children, young people and adults at risk. The safety and wellbeing of all individuals within our care is paramount, and all staff are expected to share and uphold this commitment.

All successful applicants will be subject to appropriate pre‑employment checks, including an enhanced DBS check, and will be required to complete safeguarding training as part of the recruitment and induction process.

Equal Opportunities

Birmingham City FC is proud to be an Equal Opportunities and Disability Confident employer.

We welcome applications from all sections of the community and are committed to ensuring a fair and inclusive recruitment process. Candidates are assessed solely on merit, regardless of age, disability, gender identity or expression, marital or civil partnership status, pregnancy or maternity, race or ethnicity, religion or belief, sex, sexual orientation, socioeconomic background, or caring responsibilities.

We value diversity and actively encourage applications from individuals of all backgrounds. If you require any adjustments to support you during the recruitment or interview process, please let us know when applying.