Senior CRM Manager

Dunelm; Leicester; On-site; GBP 50,000 - 70,000; Full time

Job summary

Dunelm is seeking a Senior CRM Manager to lead on customer relationships, enhance data-driven communications, and collaborate across teams to contribute to CRM and digital growth. Ideal candidates will possess strong leadership skills and a technical background, aiming to drive customer engagement and business success.

Qualifications

• Strong relationships across Customer, Commercial, and Technology teams.
• Coaching colleagues and fostering a customer-focused team.
• Delivering engaging, data-driven communications.

Responsibilities

• Lead customer relationship strategy within the CRM team.
• Develop data-driven customer communications approach.
• Collaborate with teams to enhance audience strategy.

Skills

Leadership

Technical expertise

Collaboration

Data analysis

Customer engagement

Job description

Overview

Make every message matter.

At Dunelm, we’re on a mission to help everyone feel truly at home - and that includes how we connect with our customers. As our new Senior CRM Manager, you’ll lead the charge in building deeper, more meaningful relationships with millions of home lovers across the UK.

This is your chance to shape how we talk to our customers - at scale, with heart, and with real impact.

Department Overview

CRM works within the performance marketing team in the Digital area of our business. We are tasked with contributing to the overall business growth through digital performance. Due to the direct link our channels have with customers online and in-store, we interact with many areas of the business. Our role is to connect customers with our products and the great shopping experience at Dunelm.

What you'll be doing

Role Overview:

As the Senior CRM Manager, you will…

• Lead customer relationship strategy and planning within the CRM team, contributing to the overall CRM and Digital growth strategy.
• Develop our Customer Communications approach to be more data-driven.
• Map audience, communication, and lifecycle journeys from customer interaction data to enable targeted, relevant communication at scale.
• Own all automated communications across email, Push Notifications, My Account on Dunelm.com, the Dunelm app, and in-store electronic & physical receipting (Ecrebo).
• Collaborate with data, Product, Tech, Personalisation, App, and I&A teams to evolve the audience strategy, focusing on relevancy through automations and triggered campaigns.
• Utilize technical and commercial skills to enhance data usage, messaging orchestration, and infrastructure to grow revenue, shopping frequency, and customer retention.
• Influence and collaborate with wider teams to improve digital growth and business targets, highlighting CRM's contribution.
• Participate in developing team culture, engagement, and defining roles and responsibilities within the CRM leadership team.

What we'll look for in you

The role will be varied and evolve fast, you’ll need to:

• Build and maintain strong relationships across the business, including Customer, Commercial, and Technology teams.
• Use your leadership and technical expertise to coach colleagues, fostering a motivated, customer-focused team.
• Support the CRM team in delivering engaging, personalized communications based on data and insights.
• Enhance stakeholder engagement, ensuring internal and external teams are well-informed and empowered.
• Maximize value from software and supplier partnerships.
• Develop and refine customer measurement frameworks and KPIs.
• Drive data collection, single customer view, segmentation, and accessibility for all users.
• Test and learn to improve performance insights and outcomes.

You should have an open-minded, collaborative approach, supporting continuous improvement through knowledge sharing, and thrive in a fast-paced environment.

Your Key Behaviours and competencies:

Stronger Together:

· Helping others connect by removing barriers

· Influencing and engaging with passion and compelling language

Keep Listening and Learning:

· Probing beyond initial answers, listening attentively for full understanding

· Anticipating issues and adapting to achieve outcomes

· Being bold in team ambitions

Long Term Thinking:

· Championing customer initiatives across the business

· Using internal and external trends to inspire innovation

· Encouraging disruptive, innovative thinking within the team

Act Like Owners:

· Raising expectations and ambitions for team deliverables

· Clarifying roles, priorities, and creating delivery plans, with ongoing monitoring