Senior CRM Manager

Confidential; England; On-site; GBP 90,000 - 130,000; Full time

Benefits offered by this job

Travel opportunities

Senior role with ownership

Job summary

Confidential is seeking an experienced CRM leader to transform CRM from a support function into a strategic growth driver. You will own the CRM strategy, lifecycle management, and retention roadmap, leading a small team and collaborating across Marketing, Product and Data to connect acquisition with long-term value.

You will design and optimise journeys across onboarding, activation, retention, loyalty and high-value segments, while driving personalisation and automation across email, SMS, app

Qualifications

• CRM leadership experience in fast-growing digital businesses.
• Proven track record of improving retention and revenue.
• Strong segmentation and lifecycle framework knowledge.
• Hands-on with email, SMS, app push and on-site journeys.
• Analytical skills to translate data into action.
• Ability to influence senior stakeholders.

Responsibilities

• Define and deliver the CRM strategy, roadmap and governance.
• Design customer journeys across onboarding, activation, retention, loyalty.
• Build advanced segmentation using behavioural and transactional data.
• Develop personalisation across email, SMS, push and on-site journeys.
• Lead structured testing programmes and a culture of experimentation.
• Collaborate with Data for cohort analysis and CRM metrics.
• Partner with Marketing, Product and Data teams to align acquisition and retention.

Skills

CRM leadership

Digital marketing

Lifecycle marketing

Klaviyo/Braze/SFMC

Data-driven optimization

Stakeholder influence

Job description

Are you ready to take CRM from a campaign-sending function to a genuine strategic growth channel?

Do you get a buzz from turning customer data into retention, lifetime value and revenue?

If so, read on.

My client is a fast-growing digital business with an ambitious marketing team and a real appetite for growth. A new Head of Marketing has joined, CRM is now a key strategic priority, and they're looking for an experienced CRM leader to own it.

Reporting to the Head of Marketing and leading a CRM team of 2, you'll own the CRM strategy, customer lifecycle and retention roadmap. This is a role where you'll set the direction and also get stuck in to deliver it.

You’ll be responsible for:

• CRM strategy: defining and delivering the CRM vision, strategy and roadmap to improve retention, lifetime value and profitability
• Lifecycle management: designing and optimising customer journeys across onboarding, activation, retention, reactivation, loyalty and high-value segments
• Segmentation: building advanced segmentation frameworks using behavioural, transactional and customer value data, moving well beyond simple recency targeting
• Personalisation and automation: creating a personalisation roadmap across email, SMS, app push and on-site, and growing the revenue contribution of automated journeys
• Testing: building and leading a structured testing programme and a genuine culture of experimentation
• Insight and performance: working with the Data team on cohort analysis and reporting, and owning CRM metrics including retention, CLV, reactivation and channel revenue
• Platform and governance: optimising the CRM platform and unlocking AI and predictive capabilities, while maintaining robust QA, processes and GDPR compliance
• Team leadership: coaching and developing your team into a high-performing unit
• Collaboration: partnering with Performance Marketing, Product, Content, Data and Commercial teams to connect acquisition and retention

Must-haves

• Strong consistent experience leading a team in CRM, retention or lifecycle marketing
• A background in a fast-moving digital, subscription, ecommerce, gaming or betting business
• Hands-on experience with CRM and automation platforms such as Klaviyo, Braze, Iterable or Salesforce Marketing Cloud
• A proven track record of measurable improvements in retention, revenue, customer value or engagement
• A strong understanding of segmentation, cohort analysis and lifecycle frameworks
• Experience developing personalisation and automation across email, SMS, app push and digital journeys
• Strong analytical skills, with the ability to turn complex data into commercial action
• Confident stakeholder management and the ability to influence senior leaders

About you

You're commercially minded, organised and comfortable in a high-growth environment where processes and tools are still evolving. You can balance strategy with hands-on delivery, and you bring technical, commercial and creative people together around the customer.

What's on offer

• Amazing salary on offer
• A senior, strategic role with real ownership and influence
• The chance to shape and lead a growing CRM function
• A high-growth business with ambitious plans
• A Norfolk-based role with flexibility to travel