Senior CRM Strategy & Personalisation Manager

Currys; Greater London; Hybrid; GBP 90,000 - 120,000; Full time

Benefits offered by this job

Hybrid working

Private medical insurance

Life Assurance

Discretionary bonus

Currys Campus at Waterloo (WeWork)

Job summary

Currys, via iD Mobile, is seeking a Senior CRM Strategy & Personalisation Manager in London. You’ll shape the CRM strategy for iD Mobile, moving to data-led, automated personalisation and define who we talk to, when, and through which channels, within guardrails to grow retention and long-term value.

You will lead a cross-functional team, own outbound CRM activities, and drive the technology evolution for automation and AI-driven decisions. Hybrid working is offered.

Qualifications

• Bachelor-level or higher in business/marketing preferred.
• Significant CRM, lifecycle or customer marketing experience with strategy/segmentation/personalisation.
• Experience automating segmentation and audience strategies.

Responsibilities

• Define and lead CRM strategy across the customer lifecycle to drive engagement, retention and margin.
• Own data-driven customer targeting and segmentation.
• Shape contact strategy, channel mix and hierarchy for well-sequenced communications.
• Evaluate and introduce new channels such as RCS and WhatsApp.
• Deliver a personalisation roadmap using Hightouch, Movable Ink, and Salesforce Marketing Cloud.
• Turn commercial and profitability guardrails into audience, offer and contact decisions.
• Own outbound calling lists for Sales and Retentions, aligned to CRM activity.
• Line-manage the Insight and Data Planning Manager, promoting a test-and-learn culture.
• Lead CRM technology evolution, including automation and AI-driven decisioning.
• Present CRM strategy and performance to senior leadership.

Skills

Customer segmentation

Multi-channel strategy

GDPR/PECR compliance

Data-driven targeting

Commercial acumen

Cross-functional influence

Mobile/telecoms/subscription

WhatsApp and RCS familiarity

Predictive analytics/CLV modelling/AI

Education

Degree in business or marketing

Tools

Hightouch

Salesforce Marketing Cloud

Job description

Senior CRM Strategy & Personalisation Manager
London
Currys London Campus at Waterloo (Hybrid)
Permanent
Full Time
Grade 5

We’re iD Mobile, one of the UK’s leading mobile virtual network operators. We launched in May 2015 and have over 2.6 million Pay Monthly customers. We’re pretty sure our success has a lot to do with our wide range of feature-packed plans. We offer everything from super-value Pay-as-you-go and SIM-only deals, right up to the latest smartphones from the big-name manufacturers. We’re delighted about our success so far and have very ambitious plans for the future.

iD Mobile is an exciting place to work. We’re a relatively young and dynamic start-up, and we value innovation, imagination, and creativity. If you’ve got a great idea, we’ll help you run with it. We’re passionate about finding new ways to address our customers’ needs. We’re a little different to other start-ups though, because we’re part of Currys PLC, Europe's leading electrical and mobile retailer. So, while iD Mobile has only been going for a few years, we’re part of a much bigger family.

The Senior CRM Strategy and Personalisation Manager leads the definition of the CRM strategy for the iD Mobile, working with the Head of CRM and stakeholders across the business to shape and agree it. The role leads the move from manually built customer segments to data-led, automated personalisation, and defines who we talk to, when and through which channels - working within the commercial guardrails set by the Customer Profitability and Financial Performance team to grow retention, in-life margin and long-term customer value.

Role overview:

As part of this role, you'll be responsbile for:

• Defining and leading CRM strategy across the customer lifecycle to drive engagement, retention, and margin
• Owning data-driven customer targeting and segmentation
• Shaping contact strategy, channel mix, and hierarchy to deliver well-sequenced, effective communications
• Evaluating and introducing new channels such as RCS and WhatsApp
• Delivering a personalisation roadmap using Hightouch, Movable Ink, and Salesforce Marketing Cloud
• Turning commercial and profitability guardrails into audience, offer, and contact decisions
• Owning outbound calling lists for Sales and Retentions, aligned to broader CRM activity
• Line-managing the Insight and Data Planning Manager, driving a test-and-learn culture
• Leading CRM technology evolution, including automation and AI-driven decisioning
• Presenting CRM strategy and performance to senior leadership

You will need:

• Experience defining and automating customer segmentation and audience strategy
• Strong multi-channel contact strategy and planning skills
• Knowledge of GDPR and PECR compliance
• Hands‑on experience with Hightouch (or similar) and Salesforce Marketing Cloud
• Ability to translate data and analytics into clear targeting decisions
• Commercial acumen, with decisions grounded in profitability and incrementality
• Proven ability to influence cross‑functional teams at a senior level
• Background in mobile, telecoms, retail, or a subscription business
• CDP or ESP implementation experience, ideally Salesforce Marketing Cloud
• Familiarity with WhatsApp and RCS
• Experience with predictive analytics, CLV modelling, and AI‑driven personalisation

Education & Experience:

• Degree in business or marketing (preferred)
• Significant CRM, lifecycle, or customer marketing experience with a strategy, segmentation, or personalisation focus

We know our people are the secret to our success. That’s why we’re always looking for ways to reward great work. You’ll find a host of benefits designed to work for you, including:

• Holiday benefits - 25 days of annual leave (plus bank holiday entitlement)
• Private medical insurance
• Life Assurance
• Access to discretionary bonus
• Hybrid working; our primary Currys Campus is at Waterloo (WeWork)

Join our team and we’ll be with you every step of the way, helping you develop the career you want with new opportunities, on-going training and skills for life.

Not only can you shape your own future, but you can help take charge of ours too. As the biggest recycler and repairer of tech in the UK, we’re in a position to make a real impact on people and the planet.

Every voice has a space at our table and we’re committed to making inclusion and diversity part of everything we do, including how we strengthen our workforce. We want to make sure you have a fair opportunity to show us your talents during our application process, so if you need any additional assistance with your application please email [e-mail] and we’ll do our best to help.