Senior CRM Manager

SearchWorks Pty Ltd; Norwich; On-site; GBP 70,000 - 90,000; Full time

Job summary

SearchWorks Pty Ltd in the United Kingdom is seeking an experienced Senior CRM Manager to transform CRM into a strategic growth channel. You will own the CRM strategy, lifecycle and retention roadmap, leading a team and collaborating with Marketing, Product, Data, Customer Service and Commercial stakeholders.

This role combines strategic thinking with hands-on delivery, using customer insight, segmentation, personalisation, automation and experimentation to boost retention, engagement and

Qualifications

• Five+ years leading CRM, retention or lifecycle marketing in digital, subscription, ecommerce, gaming or betting.
• Proven track record of improving retention, engagement, revenue or customer lifetime value.
• Expertise in lifecycle strategy, segmentation, personalisation, automation and performance measurement.
• Strong analytical and commercial judgement with ability to translate data into action.
• Experience managing and developing CRM professionals.
• Excellent communication and stakeholder management; able to influence senior leaders.

Responsibilities

• Develop and deliver the CRM strategy and roadmap.
• Turn objectives into initiatives that improve retention and profitability.
• Lead two CRM team members and establish priorities, processes and standards.
• Champion customer insight and lifecycle thinking across the business.
• Optimise journeys across onboarding, activation, retention, reactivation, loyalty.
• Develop data-led segmentation and personalisation across channels.
• Grow automated journeys while reducing manual campaigns.
• Collaborate with Product, Marketing, Data, Customer Service and Commercial teams.
• Ensure GDPR and industry compliance with planning, QA and approvals.

Skills

CRM strategy

Lifecycle marketing

Team leadership

Segmentation

Personalisation

Automation

Performance metrics

Stakeholder management

Data-driven decisions

Customer insight

Strong communication

Commercial judgement

Tools

Braze

Klaviyo

Iterable

Salesforce Marketing Cloud

Job description

We're looking for an experienced Senior CRM Manager to transform CRM from a campaign execution function into a strategic customer growth channel.

You'll own our CRM strategy, customer lifecycle and retention roadmap, leading a team of two and working closely with Marketing, Product, Data, Customer Service and Commercial stakeholders.

This is a high-impact role for someone who combines strategic thinking with hands‑on delivery. You'll use customer insight, segmentation, personalisation, automation and experimentation to improve retention, engagement, reactivation and customer lifetime value.

What you'll be responsible for

CRM strategy and leadership

• Develop and deliver the CRM strategy and roadmap alongside the Head of Marketing.
• Turn commercial objectives into prioritised initiatives that improve retention, customer lifetime value and profitability.
• Lead and develop two CRM team members, establishing clear priorities, processes and performance standards.
• Champion customer insight and lifecycle thinking across the business.

Lifecycle, personalisation and automation

• Optimise journeys across onboarding, activation, retention, reactivation, loyalty and high‑value customer segments.
• Develop data‑led segmentation and personalisation across email, SMS, app push and on‑site experiences.
• Grow the contribution of automated journeys while reducing reliance on manual campaigns.
• Work with Performance Marketing to connect acquisition and retention activity.
• Lead a structured testing programme that turns learning into measurable improvements.

Performance and collaboration

• Own key CRM metrics, including retention, engagement, reactivation, lifetime value and channel revenue.
• Partner with Data to improve customer insight, cohort analysis, reporting and first‑party data quality.
• Oversee CRM platforms and identify opportunities to use automation, AI and predictive capabilities.
• Collaborate with Product, Marketing, Customer Service and Commercial teams on customer and business priorities.
• Maintain robust planning, QA and approval processes, ensuring GDPR and industry compliance.

What you'll bring

• At least five years' experience leading CRM, retention or lifecycle marketing within a digital, subscription, ecommerce, gaming or betting business.
• A strong track record of improving retention, engagement, revenue or customer lifetime value.
• Expertise in lifecycle strategy, segmentation, personalisation, automation and performance measurement.
• Hands‑on experience with Braze, Klaviyo, Iterable, Salesforce Marketing Cloud or a similar platform.
• Strong analytical and commercial judgement, with the ability to turn customer data into action.
• Experience managing and developing CRM professionals.
• Excellent communication and stakeholder management skills, including the confidence to influence senior leaders.
• The ability to balance strategic leadership with hands‑on delivery in a fast‑moving environment.