Marketing CRM & Analytics Manager (12 Month FTC)

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 is one of the most exciting, forward-thinking brands in financial services, focused on helping people unlock a better retirement since 1998. We are later life lending experts, with a market leading specialism in equity release. We offer later life lending advice and solutions to help homeowners across the UK unlock a better retirement by accessing some of the wealth tied up in their properties. Or as we like to say, retirement finances, unlocked. Our portfolio of brands comprises of Key (the Adviser) More2Life (the Lender) and Air (Adviser software service).

We're looking for an experienced Marketing CRM & Analytics Manager to join our B2B Marketing team on a 12-month fixed-term contract.

This is a strategically focused role responsible for defining and delivering our CRM, audience engagement and marketing analytics strategy. You'll create a clear roadmap for how CRM, data and marketing automation can be used to better understand, segment, engage and nurture adviser audiences, supporting our wider acquisition, engagement and growth objectives.

Working closely with Marketing, Sales, Product, Change and Data teams, you'll develop adviser journey strategies, lead segmentation and personalisation initiatives, and identify opportunities to improve performance through data led marketing. You'll play a key role in embedding enhanced marketing analytics capabilities, translating insight into commercially focused recommendations that drive business performance.

This role would suit someone with strong CRM strategy experience, a passion for lifecycle marketing and analytics, and a proven track record of delivering CRM programmes within a B2B financial services or regulated environment.

Main role & responsibilities

• Define and own the CRM strategy, customer engagement strategy and CRM roadmap for adviser marketing activity.
• Develop and implement lifecycle marketing strategies that support acquisition, engagement, retention and nurture objectives.
• Design and optimise adviser journey strategies, ensuring communications are relevant, timely and aligned to business priorities.
• Lead segmentation and personalisation strategies to improve audience targeting and campaign effectiveness.
• Translate business objectives into clear CRM requirements and prioritised delivery plans.
• Partner with Sales, Product, Change and Data teams to deliver integrated CRM and marketing automation initiatives.
• Oversee campaign planning, execution, testing and optimisation, ensuring continuous improvement through data and insight.
• Establish measurement frameworks, KPIs and reporting to evaluate campaign effectiveness and customer engagement.
• Identify opportunities for CRM platform development and capability enhancement.
• Support the ongoing development of marketing analytics, ensuring insights are converted into actionable commercial recommendations.
• Champion best practice in data led marketing and adviser engagement within a regulated environment.
• Provide strategic guidance on CRM transformation initiatives and future capability requirements.

Skills & experience we look for

• Proven experience developing and delivering CRM strategy or customer engagement strategy within a B2B environment.
• Strong experience building and managing CRM roadmap development programmes.
• Experience creating segmentation and personalisation strategies that drive measurable business outcomes.
• Understanding of marketing automation platforms and automated nurture programmes.
• Experience using CRM and marketing analytics to deliver data-led marketing recommendations.
• Proven ability to establish measurement frameworks and optimise campaign performance.
• Strong stakeholder management skills with the ability to influence and collaborate across multiple business functions.
• Experience delivering CRM transformation or CRM platform development initiatives.
• Knowledge of acquisition, engagement and nurture strategies across the customer lifecycle.
• Experience within B2B financial services or another regulated marketing environment would be highly advantageous.
• Strong analytical and commercial mindset with excellent communication and presentation skills.

Most of all we look for people who display and work around the core values of our business:

• Ambitious - to break ground to help our customers enjoy a better retirement.
• Supportive - relationships are key to everything we do.
• Personal - going above and beyond to offer exceptional service.
• Integrity - honest, true and transparent in all of our relationships.
• Responsive - whatever the challenge we'll deliver the right result.
• Expert - experts in our field, our thirst for knowledge never stops