CRM Manager

Asda Stores Ltd; Leeds; Hybrid; GBP 40,000 - 60,000; Full time

Job summary

Asda is seeking a CRM Manager to lead strategic customer communications programs aimed at enhancing customer loyalty and engagement. The successful candidate will develop data-driven, personalized communication strategies across various channels, ensuring a seamless customer experience. This role offers an excellent benefits package and a hybrid working model.

Benefits

Discretionary company bonus

Company pension up to 7% matched

15% colleague discount in store and online

Free access to wellbeing services

Qualifications

• Expert in CRM for top retail/B2C businesses.
• Significant experience in cross-channel CRM strategies.
• Deep understanding of data-driven marketing.

Responsibilities

• Lead CRM communications for customer retention and growth.
• Manage optimization of communications programs.
• Collaborate with teams to execute and optimize campaigns.

Skills

CRM expertise

Data-driven marketing

Attention to detail

Digital communications

Tools

Airship

Salesforce

Job description

time left to apply End Date: June 6, 2025 (14 days left to apply)

job requisition id R-060120

Job Title

CRM Manager

Location

Asda House

Employment Type

Full time

Contract Type

Permanent

Hours Per Week

37.5

Salary

Competitive salary plus benefits.

Category

Digital Marketing / Digital Campaigns

Closing Date

5 June 2025

About the role.

As a CRM Manager, you will lead and develop our strategic customer communications programmes for Asda (omnichannel, Rewards & Grocery 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, Grocery 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 & 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 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.

• Be an expert in CRM for 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 of Airship and/or Salesforce is an advantage.

• Have experience of a range of digital communications channels.

• Have strong attention to detail and the ability to flex plans and re-prioritise.

• Be naturally curious, passionate about marketing, data, and tech, and doing the right thing for customers.

• Be skilled in the process of test and learn to drive future plans and activity.

• Have experience of managing third-party agency partners.

#LI-GS1

Everything you'll love

To balance collaboration and flexibility, Asda has a hybrid working model with a minimum of 3 days a week in one of our Home Offices. Additional requirements may involve more days in the office, visiting stores, suppliers, or depots.

You will also receive 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 across various services and activities.

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

About us

Asda is Reimagining Retail.

Our business offers many career possibilities. Beyond familiar roles, there are hundreds more; our business is constantly evolving, creating new roles. Explore our current openings, apply to roles that suit you, and keep an eye on new positions and your application status by visiting regularly.