Hybrid Senior CRM Manager — Data-Driven Growth & Personalisation

Merry Hill Group; Castleton; Hybrid; GBP 70,000 - 95,000; Full time

Job summary

Footasylum is seeking a commercially driven Senior CRM Manager to evolve our customer engagement strategy through data, testing, and optimisation. You will transform customer insight into measurable commercial outcomes by developing segmentation, experimentation frameworks, and automated journeys that improve retention, loyalty and customer lifetime value.

You will lead a cross-functional CRM team within the Ecommerce department, working with Data, Digital, and Product to apply a test-and-learn

Qualifications

• Significant CRM experience within ecommerce or retail.
• Strong analytical skills and data interpretation.
• Hands-on testing and optimisation programme experience.
• Expertise in segmentation, personalisation, and automation.
• Strong stakeholder management and leadership abilities.
• Experience with major CRM platforms.

Responsibilities

• Develop data-led CRM strategy focused on retention and growth.
• Own the CRM testing and optimisation roadmap, implementing A/B and multivariate testing across journeys, messaging, content, personalisation, frequency, and channel strategy.
• Design and optimise automated lifecycle programmes, including welcome, onboarding, browse and basket abandonment, post-purchase, reactivation, and loyalty journeys.
• Build sophisticated customer segmentation using behavioural, transactional, and predictive data to deliver highly personalised communications.
• Analyse campaign and customer performance to identify opportunities, optimise engagement, and maximise ROI.
• Develop CRM dashboards and reporting to provide actionable insight on customer behaviour and campaign effectiveness.
• Partner with Data, Analytics, Ecommerce, and Product teams to translate customer insight into commercial action.
• Lead and develop the CRM team, embedding a culture of continuous improvement, experimentation, and customer-first thinking.

Skills

CRM experience

Analytical skills

Testing & optimisation

Customer segmentation

Personalisation

Marketing automation

Stakeholder management

Communication

Leadership

Tools

Salesforce Marketing Cloud

Bloomreach

Braze

Klaviyo

Emarsys

Job description

Footasylum is seeking a commercially driven Senior CRM Manager to evolve our customer engagement strategy through data, testing, and optimisation. You will transform customer insight into measurable commercial outcomes by developing segmentation, experimentation frameworks, and automated journeys that improve retention, loyalty and customer lifetime value.

You will lead a cross-functional CRM team within the Ecommerce department, working with Data, Digital, and Product to apply a test-and-learn