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About the Role
This role sets the CRM strategy and owns customer communication post-purchase. You will design lifecycle programs, manage messaging, and measure impact on purchase frequency and customer lifetime value. You will also manage the CRM & Marketing Coordinator and collaborate with various internal teams.
Responsibilities
- Define and operate the CRM roadmap in alignment with the Global CRM Playbook.
- Design and run lifecycle programmes for onboarding, retention, reactivation and loyalty.
- Set the contact strategy, balancing commercial performance against customer experience and send frequency.
- Find and prioritise opportunities to raise purchase frequency, retention and lifetime value.
- Build segmentation frameworks using behavioural, transactional and engagement data.
- Define audiences for CRM campaigns.
- Drive personalisation across email, push notifications and other owned channels.
- Assess predictive and AI-driven segmentation and present business cases.
- Own the customer retention strategy and win-back initiatives.
- Drive member engagement and communications for the loyalty programme.
- Collaborate with Commercial Finance teams on propositions and offers.
- Own the CRM marketing calendar and set priorities.
- Align CRM plans with Brand Team priorities and commercial plans.
- Maintain the approved copy checklist and sign off the franchisee LSM template library.
- Set CRM governance standards and the measurement framework.
- Take responsibility for consent management across email, push and SMS, in line with UK GDPR and PECR.
- Ensure data flows correctly into CRM and LSM platforms.
- Own platform configuration and manage relationships with CRM, loyalty and marketing technology agencies and vendors.
- Raise and track data and platform issues with the Global D&T team.
- Set CRM KPIs and produce regular performance reporting.
- Analyse campaign, programme and segment performance and act on insights.
- Decide on testing strategies (creative, offers, timing, audiences, channels) and design tests.
- Report CRM revenue contribution and incremental revenue to the Head of Digital.
- Manage and develop the CRM & Marketing Coordinator, setting priorities and reviewing work.
- Agree with the Paid Media Manager how the CRM and Marketing Coordinator's time is shared.
- Build a habit of testing, learning and continuous improvement in the team.
Requirements
- Manage and develop the CRM & Marketing Coordinator, setting priorities and reviewing their work.
- Agree with the Paid Media Manager how the CRM and Marketing Coordinator's time is shared, so agency deadlines do not crowd out the CRM calendar.
- Build a habit of testing, learning and continuous improvement in the team.
Skills
- CRM strategy
- Lifecycle marketing
- Customer segmentation
- Personalisation
- Loyalty program management
- Data analysis
- Performance reporting
- Team leadership
- Stakeholder management
- GDPR and PECR compliance
Work Type
- Fixed, 12-month contract