CRM Segmentation Manager

WeComm; Greater London; Hybrid; GBP 70,000 - 95,000; Full time

Job summary

WeComm, a major UK retailer, is expanding its CRM capability with an Audience Insights & Segmentation Manager in the Digital team. You will build and maintain customer segmentation and audience frameworks that power personalised CRM and digital experiences, turning behavioural, transactional, and engagement data into reusable audiences in Salesforce Data Cloud.

The role blends platform-building with analysis: develop behavioural, lifecycle, propensity, and affinity segments; translate personas

Qualifications

• Hands-on CRM and segmentation experience.
• Experience with Salesforce Data Cloud or similar platforms.
• Knowledge of analytics tools and digital analytics techniques.
• Understanding of predictive modelling and lifecycle analysis.

Responsibilities

• Build and maintain customer segmentation and audience frameworks powering personalised CRM and digital experiences.
• Turn behavioural, transactional and engagement data into scalable audiences in Salesforce Data Cloud.
• Collaborate with Consumer Insights, Data & Analytics, and CRM teams to ensure accuracy and governance.

Skills

CRM & segmentation

SQL proficiency

A/B testing

Digital analytics

Tools

Salesforce Data Cloud

Salesforce Marketing Cloud

GA4

Adobe Analytics

Job description

This opportunity is with a major UK retailer whose Digital function is investing seriously in customer data and personalisation, building a dedicated CRM team with specialist roles rather than treating segmentation and audience-building as an afterthought within a broader marketing team. It's a fast-paced, hybrid-working environment, offering the chance to build genuinely foundational infrastructure - the audience and segmentation capability that the rest of the CRM function relies on - within a well-resourced, rapidly developing digital team.

The Role

This is a CRM Audience Insights & Segmentation Manager position sitting within the Digital team, The person in this role builds and maintains the customer segmentation and audience frameworks that power personalised CRM and digital experiences - turning behavioural, transactional, and engagement data into scalable, reusable audiences within Salesforce Data Cloud. That means developing behavioural, lifecycle, propensity, and affinity-based segments, translating customer personas and research into actionable audiences, and working closely with Consumer Insights, Data & Analytics, and the wider CRM team to ensure those audiences are genuinely useful, accurate, and well-governed. It's as much a technical platform-building role as an analytical one - the person becomes the resident expert on "who our customer is" for the wider Digital team.

The Person

The ideal candidate has proven experience working across CRM, customer insights, and segmentation or audience strategy, ideally with genuine hands-on experience in Salesforce Data Cloud, Marketing Cloud, or a comparable CDP or activation platform (such as Braze or Iterable). They should be proficient in SQL for data extraction and manipulation, comfortable with A/B testing methodology, and familiar with digital analytics platforms like GA4 or Adobe Analytics. Beyond the technical skillset, this person needs an understanding of predictive modelling, propensity scoring, or customer lifecycle analysis, strong attention to data accuracy and quality, and a genuinely proactive, curious mindset - someone who wants to understand the customer deeply, not just process the data about them. Retail or e-commerce experience is a nice-to-have, not essential.