CRM Strategy Lead: Personalisation & Growth (Leeds)

Advocate Group; Leeds; On-site; GBP 55,000 - 75,000; Full time

Job summary

Advocate Group in Leeds is seeking a commercially minded CRM Manager to lead customer engagement, shape strategy and drive retention and growth across email, SMS, WhatsApp and direct mail in a fast-growing consumer brand.

You will own journeys from onboarding to reactivation, optimise templates in Iterable, develop smarter segmentation, test-and-learn with A/B experiments, and collaborate with Marketing, Product, Brand and Data to deliver a joined-up customer experience and grow the CRM function.

Qualifications

• Proven experience in CRM, lifecycle marketing, customer engagement or retention.
• Strong experience creating and optimising automated customer journeys.
• Experience with Iterable, Klaviyo, Braze or similar.
• Confident across multiple customer communication channels.
• Strong segmentation and personalisation capabilities.
• Data-driven with A/B testing and performance data insights.
• Commercially aware with metrics like LTV, AOV, repeat purchases.

Responsibilities

• Own and develop the CRM strategy across email, SMS, WhatsApp and direct mail.
• Build and optimise automated customer journeys across onboarding, engagement, retention and reactivation.
• Use customer data to create smarter segmentation and personalised communications.
• Lead test-and-learn with A/B testing to continually improve performance.
• Analyse campaign performance and turn data into actionable insights.
• Build and optimise email templates within Iterable, collaborating with design.
• Own the CRM communications roadmap aligned to wider commercial goals.
• Develop campaigns to improve retention, increase repeat purchases and re-engage lapsed customers.
• Collaborate with Marketing, Product, Brand and Data teams for a joined-up CX.
• Manage and develop a CRM Executive and grow the CRM function.

Skills

CRM experience

Lifecycle marketing

A/B testing

Email marketing

Multi-channel comms

Data analysis

Tools

Iterable

Klaviyo

Braze

Job description

Advocate Group in Leeds is seeking a commercially minded CRM Manager to lead customer engagement, shape strategy and drive retention and growth across email, SMS, WhatsApp and direct mail in a fast-growing consumer brand.

You will own journeys from onboarding to reactivation, optimise templates in Iterable, develop smarter segmentation, test-and-learn with A/B experiments, and collaborate with Marketing, Product, Brand and Data to deliver a joined-up customer experience and grow the CRM function.