Hybrid CRM Segmentation & Audience Architect

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

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