Head of CRM

TheGymGroup; Greater London; Hybrid; GBP 70,000 - 90,000; Full time

Job summary

A leading fitness provider in Greater London is seeking a Head of CRM to own the comprehensive CRM strategy. You will lead a team to enhance customer lifecycle management, focusing on retention and revenue growth. Ideal candidates will have extensive experience with CRM systems, especially Salesforce Marketing Cloud. Join a growing organization dedicated to overcoming fitness barriers and creating meaningful customer experiences.

Qualifications

• Proven ownership of retention, revenue and lifecycle performance.
• Hands-on experience with data queries and segmentation.
• Confident in advising product and engineering teams.

Responsibilities

• Own the CRM strategy and execution for The Gym Group.
• Drive retention and revenue growth with accountability for outcomes.
• Lead a high-performing CRM team and ensure platform capabilities.

Skills

Extensive experience leading CRM

Strong SQL capability

Experience with Salesforce Marketing Cloud

Leadership in fast-paced environments

Tools

Salesforce Marketing Cloud

Job description

Role: Head of CRM

Reporting into: Digital Trading Director

Location: Hybrid (Clapham Junction three days per week)

Here at The Gym Group we believe we are simply the best in our industry! Our amazing teams have skills, abilities and can‑do attitudes that make this a great place to work. We have strong, embedded values and an easy‑going culture that ensures we put our people first. attente proudly being fun, innovative, inclusive and engaging.

So, what's stopping you? Apply today and be YOU with us!

What you need to know about us

The Gym Group is not like your average gym. To our members we are the lowest‑cost nationwide 24/7 gym with over 250 gyms and counting. To our teams we are fun, welcoming, engaging and inclusive. We challenge our limits and push ourselves to create positive change with our goals and initiatives. We move into new areas with a real and authentic purpose – our mission is to break down barriers to fitness for all.

We’re #1 in our industry when it comes to our values, culture and people – check out Glassdoor if you don’t believe us. We offer a fantastic place to work in a great culture. We have been recognised by The Sunday Times as one of The Best Places to Work, all thanks to our great leaders and bringt teams.

We may be one of the leading budget gym chains in the UK, but there’s nothing budget about our investment in people. We have retained GOLD in the Investors in People award for the last six years and GOLD in wellbeing this year.

We’re a disability confident and inclusive employer – something we’re truly proud of. We have a brilliant team and provide development and growth opportunities with support for success. Having recently undertaken some huge digital projects, our plans are to keep being innovative, creative and agile in all that we do.

About the role

You’ll own the end Bebend‑to‑end CRM strategy and execution for The Guild Group – shaping how members experience our brand across their entire lifecycle, from joining through to long‑term loyalty and win‑back.

You’ll combine commercial accountability, strategic leadership and platform ownership, ensuring CRM continues to scale alongside the business and supports both day‑to‑day trading and rapid growth.

Key responsibilities include:

• Owning and evolving our CRM strategy across lifecycle, retention, service and commercial communications
• Leading and developing a high‑performing CRM team (six people, three direct reports)
• Owning the CRM platform capability and roadmap, ensuring stability, governance and scalability as we evolve our tech stack
• Partnering closely with Product, Data Engineering and Analytics to deliver joined‑up, member‑first experiences
• Driving retention, revenue growth and win‑back performance, with clear accountability for outcomes
• Setting CRM KPIs and measurement frameworks, including testing, incrementality and performance insight
• Acting as the senior CRM voice across the organisation, influencing strategy and decision‑making at leadership level

About you

We’re looking for a senior CRM leader who has operated in fast‑paced, consumer‑facing environments and understands how CRM drives real commercial value at scale.

It’s likely you’ll bring:

• Extensive experience leading CRM or lifecycle marketing within a subscription, DTC or high‑volume transactional business
• Proven ownership of retention, revenue and lifecycle performance – not just campaign delivery
• Deep, hands‑on experience with Salesforce Marketing Cloud, including Journeys, Automations, Data Extensions and dynamic content
• Strong SQL capability, with experience writing and maintaining complex queries to:
  • Build and manage segmentation and personalisation logic
  • Support lifecycle journeys, experimentia and control groups
  • Diagnose and resolve data issues across CRM systems
• A strong understanding of subscription economics, including churn, LTV, conversion and incrementality
• Confidence partnering closely with Product, Data Engineering, Analytics and Commercial teams to deliver joined‑up, member‑first experiences
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• A leadership style that balances strategic direction with hands‑on problem‑solving, especially in complex or high‑pressure environments

Experience leading CRM through platform change, migration or major data transitions is a strong advantage.

If you’re excited by the idea of owning CRM at scale in a fast‑growing membership business – and shaping how nearly one million sprons are engaged, supported and retained every day – we’d love to hear from you.

Need assistance?

If you have a disability or condition that makes it difficult for you to complete your application online, please email your CV to [e-mail] or alternatively call the TGG Recruitment team on 0203 319 4838 and someone will be more than happy to support you. We also want to put it out there that we actively encourage applications from a diverse demographic and we are passionate about your culture and value alignment.