CRM Manager

TN United Kingdom; Leeds; Hybrid; GBP 40,000 - 60,000; Full time

Job summary

A leading company in the retail sector is seeking a CRM Manager to spearhead customer communication strategies for Asda. This role involves leading innovative, data-driven CRM campaigns to enhance customer loyalty and engagement. The ideal candidate will have significant experience in delivering cross-channel CRM strategies and a strong understanding of marketing automation platforms.

Benefits

Discretionary company bonus

Company pension up to 7% matched

15% colleague discount in store and online

Access to wellbeing services

Excellent parental leave policies

Qualifications

• Expert in CRM within top retail/B2C business.
• Proven track record in customer communications programmes.
• Experience managing third-party agency partners.

Responsibilities

• Lead CRM communications for customer retention and growth.
• Manage optimisation of communications programmes.
• Develop CRM strategies with cross-channel execution.

Skills

CRM expertise

Data-driven marketing

Attention to detail

Digital communications

Test and learn methodology

Tools

Airship

Salesforce

Job description

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As a CRM Manager, you will lead and develop our strategic customer communications programmes for Asda (omnichannel, Rewards & George Home Shopping) to retain and keep engaged our active customers. You will deliver data-led, personalised customer communications programmes with innovative design across a range of channels to drive customer loyalty and reactivate lapsing customers.

This role sits within the Asda CRM & Performance team, and you will:

• Be the lead on CRM communications for customer retention, growth, and reactivation for Asda, George Home Shopping, and the Asda Rewards Loyalty programme. You will work within a wider team of: Senior Manager Performance Media & CRM, CRM Planner, and Performance Media Manager.
• Work closely with several teams across Asda to execute your plans and optimise customer communications using key insights, delivering enhanced relevancy and personalisation. You will plan innovative CRM campaigns with efficient customer journeys.
• Be responsible for managing the continual optimisation of communications programmes through agile test and learn approaches to improve engagement and conversion KPIs.
• Work with the Senior Manager of Performance Media & CRM to lead on the discovery of new data sources, technology, and channels to support the business strategy.
• Be responsible for the leadership and development of a CRM Planner who will work with you to execute the customer communications programmes.

Let's find out about you.

You should be an expert in CRM within any top retail/B2C business, with a proven track record of creating and implementing world-class customer communications programmes.

Must have significant hands-on experience in delivering large cross-channel/brand CRM strategies.

Must have a deep understanding of data-driven marketing to support personalisation strategies and advanced knowledge of Marketing Automation Platforms/ESPs.

Previous hands-on experience with Airship and/or Salesforce is an advantage.

Experience with a range of digital communications channels is required.

Strong attention to detail and the ability to flex plans and reprioritise are essential.

You should be naturally curious, passionate about marketing, data, and tech, and committed to doing the right thing for customers.

Skilled in the process of test and learn to drive future plans and activities.

Experience managing third-party agency partners is also necessary.

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Everything you'll love

To balance collaboration and flexibility, Asda offers a hybrid working model with a minimum of 3 days a week in one of our Home Offices. Additional days may be required for visiting suppliers, stores, or depots.

You will also enjoy an excellent benefits package including:

• Discretionary company bonus
• Company pension up to 7% matched
• 15% colleague discount in store and online
• Free access to wellbeing services such as Wagestream, 24/7 virtual GP, counselling, health and dental cash plans, and a 24/7 employee assistance helpline, alongside discounts on various services and activities.
• Participation in Asda Allies Inclusion Networks to promote inclusivity and celebrate differences.
• Excellent parental leave policies, including maternity & adoption leave, paternity leave, shared parental leave, neonatal care leave, and support for fertility treatments.

We want all colleagues to bring their best and true selves to work every day. We are proud to be Asda and to support our colleagues in being themselves.