Customer Journey Manager (CRM)

AQA; Manchester; On-site; GBP 40,000 - 60,000; Full time

Job summary

An esteemed awarding organisation in Manchester is seeking a Customer Journey Manager to develop and optimize automated customer journeys across multiple channels. In this role, you will work closely with cross-functional teams to enhance customer experiences and drive engagement. The ideal candidate has strong CRM management skills and a solid understanding of journey mapping. This is a key position that aims to foster a customer-centric culture within the organization. The role offers a dynamic environment focused on continuous improvement.

Qualifications

• Strong experience with CRM automated campaign management and journey automation.
• Experience working with cross-functional teams to embed CRM-driven workflows.
• Strong background in visual design and process mapping.

Responsibilities

• Develop and manage customer journeys for key customer segments.
• Translate customer journeys into automated, multi-channel campaigns.
• Define and report on success metrics for each journey.
• Champion a customer-centric culture across the organization.
• Identify key pain points and opportunities for journey optimisation.
• Leverage qualitative and quantitative customer insights for decision-making.
• Oversee the implementation of journey mapping tools and platforms.

Skills

Stakeholder management

Project management

Communication skills

Analytical mindset

Customer journey analytics

Continuous improvement

Tools

CRM platforms (Dynamics, HubSpot, Salesforce)

Journey mapping software (e.g., Figma)

Job description

Description

Summary

Purpose

At AQA we are more than just an awarding organisation, we are committed to advancing education by enabling both teachers and students to realise their potential. Our purpose drives everything we do – we're here to make a positive difference in the world by bringing out the best in educators and learners. The Customer Connections team plays a pivotal role in this mission, working across the organisation to ensure customers are at the heart of every interaction. This role is key in shaping how we connect with customers through personalised, automated journeys that support onboarding, engagement, and retention.

Landscape

AQA is a leading exam board and education charity, known for delivering high‑quality assessments and trusted support for schools and educators. The Customer Connection team ensures that customer needs are reflected across all touchpoints. This role will report into the CRM Manager, who is responsible for setting and delivering the CRM strategy across Customer & Product (C&P). The CRM Manager leads the development of personalised, data‑driven experiences and oversees the evolution of our CRM capabilities.

Role Overview

In this context, the Customer Journey Manager will focus on the hands‑on creation and optimisation of automated journeys, while playing a pivotal role in connecting customer experiences across multiple teams across C&P. They will work closely with Marketing, Product, Sales and Service stakeholders to design journeys that are impactful for customers, foster cross‑team alignment and deliver measurable outcomes for the business.

Activities

• Develop and manage customer journeys – lead the creation and development of customer journeys in CRM for key customer segments, covering multiple touchpoints and stages of the lifecycle (e.g. awareness, onboarding, lead nurture, in‑life service).
• Translate customer journeys into automated, multi‑channel campaigns (e.g. email, SMS, alerts to Sales/Service).
• Work with stakeholders to ensure journeys not only deliver communications but also trigger actions across teams that improve customer outcomes.
• Define and report on clear success metrics of each journey – regularly refine and A/B test customer journeys based on new insights, customer feedback and business objectives.
• Champion a customer‑centric culture – foster a customer‑centric mindset across the organisation by ensuring all teams understand the importance of the customer journey and how their role contributes to the overall experience; advocate for customer‑focused changes and improvements, ensuring that customer satisfaction is prioritised at every touchpoint.
• Journey optimisation and continuous improvement – identify key pain points, bottlenecks and opportunities across the customer journey and work with relevant teams to implement changes that enhance the overall experience, track customer experience metrics and continuously monitor performance to identify trends, issues and areas for improvement.
• Data‑driven insights and reporting – leverage both qualitative and quantitative customer insights to make informed decisions regarding journey optimisation; conduct regular reporting on customer journey performance, providing insights and recommendations to leadership for continuous improvement; champion a “test and learn” approach, sharing outcomes of A/B tests and optimisation experiments to embed best practice across teams.
• Technology & tools management – oversee the implementation and use of journey mapping tools and customer experience platforms (e.g. Visio and Figma) to effectively visualise and manage customer journeys; build and optimise real‑life automated campaigns and workflows in CRM, translating journey designs into measurable, scalable experiences; ensure that the technology stack supports customer journey initiatives, including data integration across customer touchpoints.

Need to know (to be successful in this role, you will need to know)

• Strong experience with CRM automated campaign management and journey automation (Dynamics, HubSpot, Salesforce, or similar).
• Experience working with cross‑functional teams, particularly Sales, Marketing and Service, to embed CRM‑driven workflows into daily practice.
• Strong background in visual design, process mapping and the use of journey mapping software (e.g. Figma).
• Experience partnering with Functional Specialists to translate business requirements into practical CRM journeys and ensure solutions meet both customer and operational needs.

Key skills

• Strong stakeholder management – connecting customer journeys across multiple teams and departments from Marketing through to Sales and Service.
• Core project management skills – ability to manage multiple priorities and drive initiatives forward.
• Excellent communication skills, both written and verbal, with the ability to present to senior leadership and facilitate discussions across diverse teams.
• Strong analytical mindset – confident with KPIs and optimisation.
• Curious and experimental, with a drive for continuous improvement.
• Familiarity with customer journey analytics tools and lifecycle marketing strategies.