Senior CRM Manager NEW Member Win Back Posted today Competitive Leeds

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

Job summary

A leading company in the fitness industry is seeking a Senior CRM Manager to enhance engagement with ex-members. This role involves developing strategies to re-acquire former members through targeted marketing efforts. The ideal candidate will have strong CRM skills, experience with audience segmentation, and a passion for data-driven decision-making. Join a dynamic team that values collaboration and innovation while promoting health and inclusivity.

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, direct-to-consumer brands.
• Strong CRM and audience segmentation experience.
• Technical and analytical skills with excellent communication.

Responsibilities

• Maximize ex-member base through targeted offers.
• Implement ML and AI segmentation techniques.
• Develop referral programs for current and ex-members.

Skills

CRM

Audience Segmentation

Data Analysis

Communication

Problem Solving

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.

• 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 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/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 efforts and ensure ex-members receive relevant communications based on their interaction propensity
• Collaborate with commercial teams on the strength and frequency of winback offers to maximise revenue recovery
• Develop referral programs for current and ex-members to increase incremental memberships
• Work with paid channel activation managers (PPC / paid social / display) to leverage 1PD in-platform
• Coordinate with the UK marketing team and external agencies to create assets and copy for channels, sharing best practices with paid channel activation managers
• Partner with I&A and marketing analytics teams to monitor and report on winback performance, identifying opportunities for optimization
• 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 and leadership of the winback coordinator
• Ensure 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 ability to work with large datasets
• Ability to translate complex analysis into clear reports for stakeholders
• Effective at building relationships and networks to enable success
• Commercially aware, using knowledge and experience to drive results
• Pragmatic, friendly, and solution-focused
• Excellent organizational and time management skills
• Ownership of performance and target achievement
• Passionate about Email and App marketing and conceptual thinking

We seek an individual passionate about problem-solving and data-driven decision making. Essential attributes include:

Our Values

• Make a difference. Inspire others, own your work, and strive for excellence.
• Stand Shoulder to Shoulder. Collaborate, include everyone, and embrace diversity.
• Focus on the detail. Care about the little 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 lead the UK, Denmark, and Switzerland markets. We aim to promote health and inclusivity by providing accessible gyms for all.

PureGym is committed to diversity and inclusion. We welcome applicants from all backgrounds and strive to reflect the diversity of our members and community.

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