CRM Growth Lead — Lifecycle & Personalisation

Fulham Pier; Greater London; On-site; GBP 55,000 - 75,000; Full time

Job summary

Fulham Pier invites applications for a CRM Manager to lead our customer lifecycle, leveraging data to drive visits, bookings and spend across the Riverside Market, Lighthouse Social and Orange Box. You will build automated journeys, segment audiences and optimise campaigns to maximise retention and lifetime value.

You will collaborate with Marketing, Commercial, Operations, Digital, Data and Tech to strengthen data quality and deliver measurable commercial outcomes while ensuring data protection

Qualifications

• Approx 5 years relevant experience in CRM, lifecycle, retention or customer marketing, with ownership of strategy, journeys and campaigns.
• Proven ability to drive revenue, repeat purchases and retention via CRM.
• Experience building journeys, segmentation and targeted campaigns.
• Strong ability to translate data insight into action.
• Experience with CRM platforms and automated/triggered journeys.
• Analytical skills to measure conversion and campaign effectiveness.
• Test-and-learn mindset with ongoing optimization.
• Stakeholder collaboration across Marketing, Commercial, Operations, Digital, Data and Tech.
• Knowledge of data protection and consent compliance.
• Experience in hospitality, leisure, entertainment, retail or experience-led business.
• Experience using CRM to drive physical visits and digital conversions.
• Experience with loyalty or subscription propositions.
• Experience across multiple channels (email, SMS, app/push, website personalization).
• Familiarity with recency/frequency/value segmentation.
• Experience with multi-source data (bookings, EPOS, Wi-Fi, ticketing, membership).

Responsibilities

• Develop and deliver Fulham Pier's CRM strategy aligned to audience, customer and commercial objectives.
• Own database growth strategy with teams to increase marketable audience.
• Use customer data to drive visits, bookings, spend and retention.
• Plan and deliver targeted campaigns with measurable outcomes.
• Identify opportunities to cross-sell between businesses to increase spend and lifetime value.
• Develop customer journeys across acquisition, welcome, visit, post-visit, retention, loyalty and win-back.
• Standardize processes with business units and ensure best practice.
• Build automated journeys that convert first-time visitors into repeat customers.
• Identify opportunities to improve the experience and reduce friction.
• Support upsell and cross-sell across different Fulham Pier experiences.
• Understand member data for Lighthouse Social & Spa to support retention and value.
• Create audience segmentation based on behavior, engagement and value.
• Deliver personalized communications and recommendations across channels.
• Develop CRM beyond email with appropriate channels and touchpoints.
• Ensure communications are joined-up and brand-consistent.
• Establish KPIs and reporting focused on commercial performance.
• Collaborate with tech to strengthen data and fix gaps.
• Analyze customer behavior to drive visitation, spend and loyalty.
• Run testing and optimization across audiences, messaging and timing.
• Translate insights into practical recommendations for sponsors and partners.
• Champion high-quality first-party data capture across touchpoints.
• Work with Digital, Data and Tech on CRM integrations and data quality.
• Translate business needs into clear use cases for future tech development.
• Make pragmatic use of existing tools as CRM evolves.
• Ensure responsible use of customer data and compliance with data protection requirements.

Skills

CRM strategy

Lifecycle marketing

Customer journeys

Segmentation

Campaign automation

Data analysis

Stakeholder management

Hospitality experience

Retention & loyalty

Compliance & data protection

Tools

CRM software

Marketing automation

Job description

Fulham Pier invites applications for a CRM Manager to lead our customer lifecycle, leveraging data to drive visits, bookings and spend across the Riverside Market, Lighthouse Social and Orange Box. You will build automated journeys, segment audiences and optimise campaigns to maximise retention and lifetime value.

You will collaborate with Marketing, Commercial, Operations, Digital, Data and Tech to strengthen data quality and deliver measurable commercial outcomes while ensuring data protection