Senior CRM Manager - Member Win Back

PureGym; Leeds; Hybrid; GBP 45,000 - 60,000; Full time

Job summary

A leading fitness company is seeking a Senior CRM Manager to enhance member re-engagement strategies. This role involves utilizing data-driven techniques to optimize communications aimed at ex-members, fostering their return to PureGym. The successful candidate will work closely with various teams to develop innovative marketing strategies and ensure compliance with regulations. The position offers a hybrid working model and a range of benefits including gym membership and private medical insurance.

Benefits

Gym Membership

Hybrid Working

25 Days Annual Leave

Holiday Buying Scheme

Private Medical Insurance

Company Pension Contribution

Life Assurance

Qualifications

• Experience with digital-first, D2C brands, agency or client side.
• Strong CRM and audience segmentation skills, ideally with propensity models.
• Ability to translate complex analysis into digestible reports.

Responsibilities

• Maximize ex-member base and develop strategies to reacquire them.
• Implement ML and AI segmentation techniques for optimized winback.
• Collaborate with teams to create assets and copy for channels.

Skills

CRM

Audience Segmentation

Data Analysis

Email Marketing

Tools

Braze

Job description

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We’re searching for a Senior CRM Manager to join our Marketing team based in Leeds!

The Benefits

We believe we are the best at what we do and attract the best talent in the market. Our benefits go beyond the core benefits outlined below and give the successful candidate an opportunity to grow and build a truly rewarding career.

• Gym Membership +1
• Hybrid Working (3 days in office / 2 days from home)
• 25 Days Annual Leave + Bank Holidays + 1 Personal Day
• Holiday buying scheme
• Private Medical Insurance
• Company pension contribution
• Life Assurance

The Role

We are looking for a Senior CRM Manager, in this role you will be focused on maximising one of our biggest assets - our ex-member base, encouraging previous members to restart their fitness journeys at PureGym. You'll gain a deep understanding of our ex-member base, and then develop strategies to reacquire them, through targeted offers and engaging content (delivered via email / app).

Additional Responsibilities Include

• Responsible for re-joiner performance and communications across the PureGym Group
• Implement propensity models, including ML and AI segmentation techniques to optimise winback and ensure ex-members receive the right communications based on their propensity to interact with campaigns
• Collaborate with commercial teams on the strength and frequency of winback offers to maximize revenue recovery
• Develop referral programs for current and ex-members to increase incremental memberships
• Coordinate with paid channel activation managers (PPC / paid social / display) to leverage 1PD in platform
• Work with the UK marketing team and external agencies to create assets and copy for channels, sharing best practices
• Partner with I&A and marketing analytics teams to monitor and optimize winback performance
• Develop and manage test & learn strategies to drive incremental rejoiners
• Collaborate with App and Content teams to find innovative engagement methods with ex-members
• Line management & leadership for the winback coordinator
• Ensure communications comply with legislation and ESP spam thresholds

The Person

• Experience with digital-first, D2C brands, agency or client side
• Strong CRM and audience segmentation skills, ideally with propensity models
• Expertise in utilizing first-party data
• Experience with Braze platform is desirable but not essential
• Ambitious with a desire to grow in a fast-paced environment
• Creative and commercial mindset, capable of crafting resonant messages and assets
• Technical and analytical skills with excellent communication abilities
• Strong numeracy and ability to work with large data sets
• Ability to translate complex analysis into digestible reports
• Effective relationship-building skills
• Commercial awareness and success-driven mindset
• Pragmatic, friendly, and solution-oriented
• Excellent organizational and time management skills
• Ownership of performance and target achievement
• Passionate about Email and App marketing

Core Attributes

We are looking for an ambitious individual with a passion for problem-solving and data-driven decision making. Essential attributes include:

• Making a difference, inspiring others, and owning responsibilities
• Collaborative spirit and embracing diversity
• Attention to detail, resilience, and determination
• Drive to innovate, challenge, and celebrate success

About PureGym

Founded in 2009, PureGym is one of Europe's largest gym operators, offering high-quality, low-cost fitness facilities. With over 2 million members across 500+ gyms, we lead in the UK, Denmark, and Switzerland. Our mission is to promote health and inclusivity for all.

PureGym is an equal opportunities employer, committed to diversity and inclusion. We welcome applicants from all backgrounds to ensure our workforce reflects the communities we serve.