Senior CRM Manager - Member Win Back

PureGym Limited; Leeds; Hybrid; GBP 50,000 - 70,000; Full time

Job summary

A leading company in fitness is seeking a Senior CRM Manager to enhance engagement with ex-members. This role involves developing strategies to reacquire members through targeted communications and collaboration with various teams. The ideal candidate will have strong CRM experience, analytical skills, and a passion for email and app marketing. Join a dynamic team dedicated to making a difference in people's fitness journeys.

Benefits

Hybrid Working

25 Days Annual Leave

Private Medical Insurance

Company Pension Contribution

Life Assurance

Qualifications

• Experience with digital-first, direct-to-consumer brands.
• Strong CRM and audience segmentation experience.
• Ability to translate complex analysis into clear reports.

Responsibilities

• Maximizing ex-member base through targeted offers.
• Managing re-joiner performance and communications.
• Developing referral programs for current and ex-members.

Skills

CRM

Audience Segmentation

Data Analysis

Communication

Organizational Skills

Tools

Braze

Job description

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.

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

The Role

We are looking for a Senior CRM Manager. In this role, you will focus 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 develop strategies to reacquire them through targeted offers and engaging content delivered via email and app.

Additional Responsibilities include:

• Managing re-joiner performance and communications across the PureGym Group
• Implementing propensity models, including ML and AI segmentation techniques, to optimise winback campaigns and ensure ex-members receive relevant communications based on their interaction propensity
• Collaborating with commercial teams on the strength and frequency of winback offers to maximise revenue recovery
• Developing referral programs for current and ex-members to increase incremental memberships
• Working with paid channel activation managers (PPC, paid social, display) to leverage 1PD in-platform
• Creating assets and copy in collaboration with the UK marketing team and external agencies, sharing best practices with paid channel activation managers
• Partnering with I&A and marketing analytics teams to monitor and optimise winback performance
• Developing test & learn strategies to drive incremental rejoiners
• Collaborating with App and Content teams to find innovative engagement methods for ex-members
• Line management and leadership of the winback coordinator
• Ensuring all communications comply with relevant legislation and ESP spam thresholds

The Person

• Experience with digital-first, direct-to-consumer brands, either agency or client side
• Strong CRM and audience segmentation experience, ideally with propensity models
• Expertise in utilizing first-party data
• Experience with Braze platform is desirable but not essential
• Ambitious and seeking a career in a fast-paced environment
• Creative and commercial mindset, capable of crafting resonant messages and assets for diverse audiences
• Technical and analytical skills with excellent communication abilities
• Strong numeracy skills and experience working with large data sets
• Ability to translate complex analysis into clear reports for stakeholders
• Effective relationship-building skills
• Commercial awareness to drive success
• Pragmatic, friendly, and solution-focused attitude
• Excellent organisational and time management skills
• Ownership of performance and target achievement
• Passion for Email and App marketing

We seek an ambitious problem-solver who uses data to drive actionable outcomes. Essential attributes include:

Our Values

• Make a difference. Inspire others, own your work, and strive for excellence.
• Stand Shoulder to Shoulder. Collaborate, share, include everyone, and embrace diversity.
• Focus on the detail. Pay attention to the small things, be resilient, and determined.
• Play to Win. 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 hold market-leading positions in the UK, Denmark, and Switzerland. We aim to help more people live healthier lives by providing accessible gyms where everyone is welcome.

PureGym is proud to be an equal opportunities employer. We promote diversity and inclusion, welcoming applicants from all backgrounds to reflect the communities we serve.