CRM Manager UK

Penfold; Greater London; Hybrid; GBP 45,000 - 60,000; Full time

Job summary

A dynamic fintech company in Greater London is looking for a meticulous CRM Manager to take charge of its customer lifecycle marketing strategy. The ideal candidate will design and optimize automated customer journeys while leading engagement initiatives across multiple channels. With a focus on data, the candidate will ensure every interaction is personalized and drives significant business outcomes. You'll join a growth-driven team in an innovative environment that values creativity and automation.

Benefits

Competitive salary

10% pension contribution

Unlimited holiday

Hybrid working

Free company lunch

Learning and Professional Development

Qualifications

• 3 years of hands-on CRM experience in high-growth B2C/D2C environments.
• Proven record of driving business results through email marketing and CRM strategies.
• Meticulous attention to detail in campaign execution.

Responsibilities

• Own and evolve CRM lifecycle strategy for customer communications.
• Design and optimize customer journeys across onboarding and retention.
• Champion A/B testing to improve message effectiveness.

Skills

CRM experience

Data-driven marketing

Automation expertise

Email marketing

Analytical skills

Copywriting

Tools

CRM tools

Email Service Providers

Job description

Hi were Penfold - were on a mission to help everyone save enough to be comfortable in later life!

There’s over a trillion pounds sitting in UK pensions but most of it is with legacy providers offering outdated products and poor service. We’re here to change that.

Penfold is building the pension of the future – a modern tech‑first platform that makes saving for later life easy, engaging and accessible for everyone.

We’re a growing team of 60 builders across London and Tallinn, backed by some of the world’s leading FinTech investors. Having raised £25 M we manage £800 M in pensions for over 100,000 savers and thousands of businesses and are on track for profitability next year.

As one of our first 60 hires you’ll play a key role in shaping our culture and have loads of opportunity to grow, progress and make your mark.

About the Role

We’re looking for a meticulous, self‑sufficient and insight‑driven CRM Manager to own and elevate our customer lifecycle marketing strategy. Your primary focus will be building engaging data‑led CRM programmes that drive customer engagement, retention and lifetime value across our 120,000 pension savers.

You’ll design, execute and optimise automated and ad‑hoc customer journeys from onboarding through to active engagement and retention, ensuring every communication is relevant, personalised and drives meaningful action. You’ll also support our B2B lead nurturing efforts for employers and intermediaries, but customer CRM will be where you spend 90% of your time.

Reporting to the Head of Marketing you’ll have complete ownership of our CRM channels – email, push and in‑app notifications – while independently collaborating closely with Product, Engineering, Operations, Sales and Data teams.

This role requires exceptional attention to detail, a rigorous testing mindset and the ability to work independently to solve problems and deliver high‑quality work without rounds of revision.

If you love using data, creativity and automation to build best‑in‑class lifecycle marketing programmes and you take pride in getting the details right, we’d love to hear from you.

Responsibilities

Customer CRM (Primary Focus)

• Own and evolve Penfold’s customer lifecycle strategy ensuring our communications are engaging, personalised and drive key business outcomes (activation, engagement, retention, LTV growth).
• Design and build new and optimise existing automated customer journeys across the full lifecycle – onboarding, activation, engagement, feature adoption, reactivation and retention.
• Optimise customer segmentation to deliver the right message to the right person at the right time via the right channel using behavioural data, product usage, demographics and lifecycle stage.
• Create and deploy email and push notification campaigns, including all content creation, technical set‑up, QA and deployment, ensuring flawless execution with zero errors.
• Champion a rigorous testing culture – implement A/B and multivariate tests to continually improve messaging, creative, timing and channel performance.
• Deliver actionable insights from campaign performance and customer data, not just reporting numbers but translating data into strategic recommendations that drive decision‑making across Marketing, Product and Operations.
• Proactively identify opportunities to improve customer engagement and retention based on data analysis, customer behaviour patterns and lifecycle gaps.

B2B Lead Nurturing (Secondary Focus)

• Build and execute lead nurture automated programmes for our B2B prospects – employers and intermediaries (accountants) – ensuring timely, relevant, value‑driven content moves them through the sales funnel.

Cross‑Functional Collaboration

• Work closely with Product and Engineering to understand user journeys, identify friction points and ensure CRM campaigns align with the customer experience.
• Collaborate with Operations and Data teams to ensure data integrity, segmentation accuracy and compliance with GDPR and email best practices.
• Partner with the wider Marketing team to ensure brand consistency and alignment across all customer touchpoints.

Skills and Experience

• 3 years of hands‑on CRM experience in a high‑growth B2C/D2C environment (ideally in FinTech / SaaS consumer tech or digital services) with a strong focus on automated lifecycle marketing and customer retention.
• Proven track record of driving measurable business results through email marketing and CRM strategies – you can point to specific campaigns or programmes where you improved activation, engagement, retention or LTV.
• Expert‑level proficiency with CRM tools and ESPs; you’re comfortable building complex automated journeys, advanced segmentation, dynamic content and A/B tests without hand‑holding.
• Meticulous attention to detail – your campaigns go out error‑free the first time. You double‑check links, test across devices and catch mistakes before they reach the approval stage.
• Highly self‑sufficient and resourceful – you proactively solve problems, find answers in documentation, leverage internal expertise and don’t need rounds of feedback to meet expectations.
• Strong analytical and insight‑generation skills – you don’t just report what happened; you dig into why it happened and what we should do next. You understand key CRM and business metrics (open rates, CTR, conversion rates, engagement trends, CAC, LTV) and can translate data into action.
• Deep understanding of customer psychology and lifecycle marketing – you intuitively understand where customers are in their journey, what motivates them and how to craft messaging that resonates and drives action.
• Excellent copywriting and creative judgment – you can write clear, engaging, jargon‑free customer communications and know what makes a campaign compelling.
• Up‑to‑date on email and CRM best practices, including GDPR compliance, deliverability, accessibility and mobile optimisation.

What We’re Looking For

Be prepared to work hard! Ultimately we’re looking for smart, hardworking & energetic people who get stuff done & are committed to contributing to a great team. So if you’re excited about what we’re doing, get in touch – don’t be put off if you don’t tick every box!

Application Process

1. Application Screening Questions

• Submit your CV and answer a few short questions about your CRM experience and approach.

2. Intro Call (30 mins)

• A quick chat to introduce you to Penfold, learn about your experience and aspirations, and answer any questions.

3. Experience Deep‑Dive (45‑60 mins)

• Dig into 2‑3 campaigns or programmes you’ve owned: your strategy, execution, results and what you learned.
• Discuss challenges you’ve faced, how you solved them and your biggest CRM wins.
• Understand your analytical approach, stakeholder management and how you operate day‑to‑day.

4. Take‑Home Task (60 mins)

• To test your strategic thinking, execution quality and attention to detail.

5. Task Review Technical Interview (60 mins)

• Walk us through your task and discuss your approach.

6. Culture Fit Session (45 mins)

• Meet some of our team members to see if we’re a great fit for each other.

Benefits

• A competitive salary; we proactively review salaries to make sure you get what you deserve.
• Meaningful share options – you’ll own a part of Penfold and share in our success.
• 10% pension contribution each month that you don’t need to match (on top of your salary).
• Medical insurance through Vitality.
• Unlimited holiday – we’re interested in your output, not how many holidays you take!
• Hybrid working – we like people to come in to our London office a couple of days a week, but trust you to get your work done in whatever environment suits you.
• Great community office space – plenty of people come into our private office near Borough Underground station.
• Free tea, coffee, soft drinks and snacks.
• Free company lunch every week (e.g. Borough Market Mercato Metropolitano).
• Laptop and any WFH equipment you need.
• Option to buy a bike tax‑free and spread the cost (using the cycle‑to‑work scheme).
• Learning and Professional Development – we conduct regular 360 feedback and focus on role progression that suits each individual. We support everyone with courses, events and coaching to help reach their goals.
• Quarterly company socials and regular meet‑ups throughout the year.

EEO Statement

We are 100% committed to building a diverse and representative team. Whatever your race, religion, colour, national origin, gender, sexual orientation, age, marital status or disability – we want to hear from you. If you have questions about the role, the company or the interview process, let us know, and we’ll happily answer them anonymously if that makes you feel more comfortable.

We’re all about giving every candidate the best chance to shine. If you require any reasonable adjustments to the job description, application or selection process, just let us know and we’ll be happy to help. When it comes to hiring, we focus only on your skills, experience and how you live our values.