Senior CRM Executive

Twinkl Educational Publishing; United Kingdom; Remote; GBP 30,000 - 45,000; Full time

Job summary

Twinkl Educational Publishing is seeking a Senior CRM Executive to optimize CRM campaigns across the customer lifecycle. This role is ideal for a data-driven communicator who enjoys crafting engaging emails and analyzing performance metrics. Join a dynamic team and contribute to innovative marketing strategies.

Benefits

33 annual leave days per year

Cycle-to-work scheme

Company sick pay after 3 months

Quarterly awards programme

Long service rewards

Enhanced pension contributions

Diversity and inclusion programs

Seasonal events and company culture initiatives

Qualifications

• Strong experience writing and delivering CRM campaigns with measurable impact.
• Good working knowledge of CRM platforms and email delivery tools.
• Proactive and organised, able to manage multiple campaigns and deadlines.

Responsibilities

• Plan and deliver CRM campaigns in line with BAU calendar.
• Build and schedule emails using segmentation and personalisation.
• Track campaign performance using key metrics for optimisation.

Skills

CRM Campaign Management

Data Handling

Written Communication

Collaboration

Tools

Braze

Dotdigital

Mailchimp

Job description

The following content displays a map of the jobs location - UK Remote

The Senior CRM Executive is a data-driven communicator and channel specialist, responsible for planning, building and optimising CRM campaigns across key stages of the customer lifecycle. Sitting within a UKI B2C marketing pod, this role helps deliver targeted, engaging and effective email activity that supports acquisition, retention and loyalty goals.

This is a great role for someone confident working with CRM platforms, audience segmentation and performance metrics – and who enjoys crafting clear, purposeful copy that speaks directly to educators.

Key responsibilities:

Plan and deliver CRM campaigns in line with the BAU calendar, ensuring timely and accurate execution.

Build and schedule emails using segmentation, dynamic content and personalisation as appropriate.

Write and adapt CRM copy for a range of purposes – from onboarding and upgrade nudges to newsletters and winback flows.

Track campaign performance using key metrics (e.g. opens, clicks, conversions) and provide insights to guide optimisation.

Collaborate with Segment Managers and Marketing Managers to plan campaigns that reflect pod priorities and audience needs.

Maintain clear documentation of CRM journeys, automations and tagging, working closely with CRM and data teams.

Support the testing and rollout of new journeys – including A/B tests, triggered flows and lifecycle messaging.

Ensure emails are mobile-optimised, visually engaging and on-brand, coordinating with design and dev teams as needed.

Share CRM insights and learning with the wider pod to support integrated campaign planning across channels.

Skills and Experience:

Strong experience writing and delivering CRM campaigns with measurable impact

Good working knowledge of CRM platforms and email delivery tools (e.g. Braze, Dotdigital, Mailchimp)

Comfortable working with data – including segmentation, UTM tracking, tagging and performance metrics

Excellent written communication skills, with an eye for clarity, tone and user journey

Proactive and organised, with the ability to manage multiple campaigns and deadlines

A collaborative team player, confident working cross-functionally with content, design and data specialists

Desirable Skills and Experience:

Experience with lifecycle marketing and customer journey mapping

Familiarity with A/B testing, automation tools and personalisation techniques

Interest in education, classroom realities or working with educators

Comfortable briefing in visuals or light HTML/CSS tweaks for email formatting

In return for everything you can bring, we can offer you an exciting role in a fast-growing and dynamic business, with plenty of career opportunities.

Here’s a couple of the things that make Twinkl a great place to be:

A friendly, welcoming and supportive culture. We believe work should be fun and always put people before the process

Diversity, inclusion and belonging - our Employee Network Program includes working groups for LGBTQ+, People of Colour, Disabilities (visible and invisible), Women in Tech and Working Parents.

From day 1 - Westfield Health, 33 annual leave days per year (pro-rata) inclusive bank holidays, a "Me" day each year, a charity day each year and Twinkl subscriptions.

Quarterly company awards programme

Seasonal events

Cervical and Prostate screening

Company sick pay after 3 months of service

After probation - cycle-to-work scheme

Long-term service reward - Life insurance, enhanced pension contribution, enhanced maternity pay, enhanced adoption pay and enhanced paternity pay, long service award, long service annual leave