Role Purpose
As CRM Manager, you’ll lead key strategic marketing initiatives and activities across various CRM channels, including Email and Direct Mail. Managing a team of three, you’ll drive customer engagement and deliver both short- and long-term business goals across the UK, Ireland & US consumer markets.
You’ll execute the planning, coordination and implementation of personalised and autonomous customer journeys to enhance lifetime value.
You’ll plan, evolve and coordinate a strategy of tactical and nurture Direct Mail print activity, driving ROI and customer retention, utilising testing, data modelling and programmatic activity. You’ll use an analytical approach to forecast performance and segment strategically.
You’ll collaborate with departments across the full marketing spectrum, ensuring all activity is well-integrated cross-channel, and supports commercial and critical business goals.
All of your activity will be data-driven, meticulously planned, budgeted effectively, delivered to a high standard, and measured against core commercial KPIs.
Key Responsibilities
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Lead on the planning and delivery of various strategic initiatives across CRM channels, cultivating and delivering roadmaps of customer lifecycle journeys and optimisations.
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Agree and establish KPIs for activations by forecasting and prioritising effectively. You’ll monitor performance to drive measurable improvements across database growth, engagement, retention and opt-out rates.
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Provide regular reports and updates to stakeholders and be able to demonstrate how performance relates to wider business goals. You’ll ensure all results/ learnings are turned into practical actions that refine and strengthen future activity.
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Ensure well-scheduled and well-organised delivery of projects to time.
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Establish and implement new CRM programmes across the US consumer market, driving towards market growth and supporting customer nurture.
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Forecast, plan and deliver key Direct Mail strategic initiatives.
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Manage the Direct Mail marketing budget and ensure all buying is optimised for ROI and quality.
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Build and manage customer lifecycle strategies to drive additional bookings.
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Leverage customer data to improve enquirer conversion through optimised journeys and new initiatives.
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Utilise AI tools to enhance personalisation and automation.
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Collaborate with key stakeholders and ensure all content aligns with wider campaigns, messaging and business goals.
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Work with designers, copywriters and print suppliers to regularly innovate the creative, format and messaging; well-tailored to target audience.
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Stay up-to-date with competitor and industry developments, to ensure content is always on brand, optimised for outcome, and has a high degree of accuracy guaranteed.
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Seek and initiate continuous improvements in production processes and workflows.
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Use customer insights to influence communications and improve engagement.
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Research and recommend key CRM developments and advances (such as new technology, products, approaches) and make recommendations to improve overall CRM performance.
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Act as a guardian of GDPR and contact permissions.
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Working with the Senior CRM Manager, you’ll input into the broader growth strategy, including developments across loyalty programs and transformational business change in technology.
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Coach and develop a high-performing CRM team.
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Promote a collaborative and engaging working environment.
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Proven experience in planning, building and evaluating CRM programmes.
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A strong understanding of customer and data-driven marketing principles.
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Commercial acumen and creative CRM expertise.
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Excellent communication and stakeholder management skills.
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Experience in building and managing relationships with a diverse range of senior stakeholders.
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Ability to work effectively under pressure, capable of managing multiple projects simultaneously in a fast-paced and agile environment.
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Highly organised, and experienced in planning and delivering campaigns/activations to agreed objectives within a set timeframe.
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Analytical mindset and attention to detail.
