CRM Manager

Annabel's; London; On-site; GBP 45,000 - 65,000; Full time

Job summary

An exciting opportunity for a CRM Manager to join Annabel's and lead member engagement strategies. This role requires collaboration across teams to enhance member experiences using data-driven insights. The successful candidate will have extensive experience in CRM and a deep knowledge of Salesforce Marketing Cloud.

Benefits

Staff discounts

Employee events

Access to pension scheme

Cycle to Work scheme

Discounted gym memberships

Qualifications

• 4+ years of experience in CRM, lifecycle marketing, or customer engagement roles.
• Proven track record of delivering effective CRM strategies.
• Familiarity with segmentation models and campaign performance analytics.

Responsibilities

• Lead execution of member lifecycle strategies to enhance engagement.
• Define and implement lifecycle triggers for personalized communications.
• Champion test-and-learn culture across CRM activities.

Skills

Customer Engagement

Data-Driven Strategies

Segmentation

Collaboration

Tools

Salesforce Marketing Cloud

Job description

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An exciting opportunity has arisen for a a proactive and strategic CRM Manager to join the Communications team at The Birley Clubs based in Berkeley Square House, London.

The Birley Clubs operate some of the world’s most iconic private members’ clubs; Annabel’s, Mark’s Club, George, Harry’s Bar and Bath & Racquets Club. The Birley Clubs have created a paradise of sophistication, unparalleled quality, and service in the heart of Mayfair.

The CRM Manager will lead our member engagement, lifecycle, and retention strategies. This role will collaborate cross-functionally to deliver exceptional member experiences by driving segmentation, personalised communications, and data-informed lifecycle initiatives. Reporting to the Head of CRM & Member Experience, the CRM Manager will play a pivotal role in optimising every stage of the member journey.

Key Responsibilities

• Lead the execution of the Birley member lifecycle in partnership with clubs and membership teams to enhance member experience
• Define and implement manual and automated lifecycle triggers to deliver personalised nudges, rewards, and content at key moments
• Develop and manage a multi-channel, segmented audience strategy informed by member behaviour and preferences
• Collaborate with Marketing and Events teams to ensure communications align with club offerings and moments that matter
• Champion a culture of test-and-learn across CRM activities (e.g., A/B testing subject lines, timing, messaging formats)
• Translate analyst-built segmentation models into actionable CRM strategies
• Safeguard the consistency and quality of member communications across all channels and teams (1:many and 1:1)
• Identify and proactively engage at-risk members using data and behavioural indicators
• Design and deliver loyalty initiatives and “surprise and delight” moments that drive long-term engagement and value
  
  

Skills & Experience

• 4+ years of experience in CRM, lifecycle marketing, or customer engagement roles
• Deep experience using Salesforce Marketing Cloud to build and optimise journeys and campaign
• Proven track record of delivering effective CRM strategies and personalised communication at scale
• Strong collaboration skills with experience working cross-functionally across Marketing, Membership, and Data teams
• Strategic mindset with a hands-on, data-driven approach to execution and optimisation
• Familiarity with segmentation models, campaign performance analytics, and lifecycle KPIs
  
  

We Offer Our Employees

• Increased remuneration as you develop and progress in your role
• Staff discounts
• Employee events
• Access to pension scheme
• Access to our Cycle to Work scheme
• Discounted rate at Fitness First and V Health Club
• Wagestream – a financial wellbeing benefit that provides you access to your pay as you earn
  
  

This role is based in our office and requires your presence Monday through Friday. If you want to be part of the most exciting private members’ clubs in London, we would love to hear from you!

Seniority level

• Seniority level

  Mid-Senior level

Employment type

• Employment type

  Full-time

Job function

• Job function

  Other

• Industries

  Hospitality

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