Senior CRM Executive

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

Description

Footasylum is a leading UK-based retailer specialising in streetwear and sportswear, committed to delivering innovative and trend-setting products to our customers, with a strong focus on digital transformation and data-driven decision-making.

We are looking for a commercially driven Senior CRM Manager to lead the evolution of our customer engagement strategy through data, testing, and optimisation. This role will be responsible for transforming customer insight into measurable commercial outcomes by developing sophisticated segmentation, experimentation frameworks, and automated customer journeys that improve retention, loyalty, and customer lifetime value.

The Team

The role sits within the larger Ecommerce department and will involve working extremely closely with the wider team across Ecommerce, Data, Digital, and Product teams. You'll champion a test-and-learn culture, ensuring every CRM communication is informed by customer behaviour and underpinned by robust analysis. You'll combine strategic thinking with hands‑on execution, using data to identify opportunities, validate hypotheses, and continuously improve customer experiences across every touchpoint.

About You

We are looking for someone who embodies the Footasylum values – Community, Collaborate and Challenge. You will be an expert in UK culture and a brand fanatic.

You will be commercially minded, customer-focused approach with a passion for using data to solve problems and improve performance.

You will be curious, collaborative, and comfortable challenging the status quo through insight, experimentation, and continuous optimisation, helping Footasylum deliver best‑in‑class customer experiences and sustainable business growth.

You will have proven success developing data‑led CRM and lifecycle strategies.

Along with;

• Significant CRM experience within ecommerce or retail.
• Strong analytical skills with experience interpreting customer data and performance metrics.
• Hands‑on experience delivering structured testing and optimisation programmes.
• Expertise in customer segmentation, personalisation, and marketing automation.
• Experience with CRM platforms such as Salesforce Marketing Cloud, Bloomreach, Braze, Klaviyo, or Emarsys.
• Strong stakeholder management, communication, and leadership skills.

Responsibilities

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

Why Footasylum?

We are one of the UK’s leading omni channel retailers, but as well as that, we’re a genuinely great place to work. We value you and your development. Our people across the business have taken on new opportunities, whether that’s stepping into a new role, moving into a different department, or building new skills through the support and training we offer. Our goal is to create a fun, supportive environment where your success matters just as much as ours, and where you have the tools, encouragement, and opportunities to achieve your goals.

Diversity

We recognise and value the importance of diversity to help make sure we have a diverse perspective when we are building services to customers and the wider business. This is great news for us. But for us, diversity is also about, building happy energised teams full of people who want to learn and want to be inspired by each other's different backgrounds and experiences.

Recruitment Process

We review applications on an individual basis, and if we feel you would be a good fit we’ll invite you for a call or Teams video for an informal chat about the role, and to see if we’re a good fit for you.

We value open and honest conversations and collaboration, giving you a chance to learn about what we are doing in an informal and friendly environment. We want to know about you and why you feel that this is the opportunity for you. Please note, this is not a remote role and our expectation is that you will be able to attend Head Office in a hybrid way, in Greater Manchester.