Lifecycle Marketing & Analytics Leader (B2B CRM)

Key Group; Preston; On-site; GBP 55,000 - 75,000; Full time

Job summary

Key Group, a leading provider in financial services advisory and equity release, is seeking an experienced Marketing CRM & Analytics Manager. The role focuses on defining CRM, audience engagement and marketing analytics strategies to nurture adviser audiences and support growth objectives.

You will work closely with Marketing, Sales, Product, Change and Data teams to develop adviser journey strategies, segmentation and personalisation initiatives, and translate insights into commercially focused

Qualifications

• Proven experience developing and delivering CRM strategy or customer engagement strategy in a B2B context.
• Strong track record creating lifecycle marketing strategies to drive acquisition, engagement and retention.
• Experience using marketing analytics to inform data-led recommendations and optimise campaigns.
• Ability to influence multiple stakeholders and collaborate across functions.
• Experience delivering CRM transformation or platform development initiatives in regulated environments.

Responsibilities

• Define and own the CRM strategy and roadmap for adviser marketing activities.
• Develop lifecycle marketing strategies to support acquisition, engagement, retention and nurture objectives.
• Design and optimise adviser journeys, ensuring timely and relevant communications aligned with business priorities.
• Lead segmentation and personalisation to improve targeting and campaign effectiveness.
• Translate business objectives into CRM requirements and prioritised delivery plans.
• Collaborate with Sales, Product, Change and Data teams on integrated CRM and automation initiatives.
• Oversee campaign planning, testing and optimisation with data-driven improvements.
• Establish measurement frameworks and reporting to evaluate engagement and impact.

Skills

CRM strategy

Lifecycle marketing

Marketing analytics

Stakeholder management

Campaign optimisation

Data-driven decision making

Job description

Key Group, a leading provider in financial services advisory and equity release, is seeking an experienced Marketing CRM & Analytics Manager. The role focuses on defining CRM, audience engagement and marketing analytics strategies to nurture adviser audiences and support growth objectives.

You will work closely with Marketing, Sales, Product, Change and Data teams to develop adviser journey strategies, segmentation and personalisation initiatives, and translate insights into commercially focused