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- Tasks: Lead global CRM retention strategies and optimise customer journeys for better engagement.
- Company: Join Twinkl, a dynamic and fast-growing business focused on education and customer satisfaction.
- Benefits: Enjoy remote work, 33 days annual leave, health benefits, and a supportive culture.
- Why this job: Be part of a friendly team that values diversity and offers career growth opportunities.
- Qualifications: 4+ years in CRM or lifecycle marketing; experience in B2C or SaaS preferred.
- Other info: Work in a collaborative environment with a focus on innovation and optimisation.
The predicted salary is between 36000 - 60000 £ per year.
The following content displays a map of the jobs location – Remote – UK
Senior CRM Executive (Retention) – Global
Senior CRM Executive (Retention) – Global
Location:Remote UK
Hours: Full-time (37.5 hours per week)
The Senior CRM Strategy Executive – Global plays a strategic and analytical role in scaling CRM retention programs across all markets. With a deep understanding of behavioural insights, automation, and lifecycle strategy, this role is pivotal in shifting CRM from single-send campaigns to fully optimised, predictive journeys that drive conversion and loyalty globally.
Working within the Retention and Engagement team, this role will use data, behavioural insight, competitor research and experimentation to improve customer lifetime value, reduce churn, and maximise the commercial value provided by CRM.
Key Responsibilities:
Develop and own the global CRM retention strategy for free trial and paying user segments.
Design and iterate on high-impact journeys leveraging predictive behaviour, segmentation, and automation tools
Drive AB testing and experimentation, partnering with analytics to assess impact on CLTV, churn, and conversion
Align with local CRM teams to ensure global strategies are insight-informed and localised effectively
Integrate loyalty, reactivation, and upgrade strategies across regions using first- and third-party data
Collaborate with product, commercial, and local marketing to ensure CRM campaigns drive business growth
Build dashboards and reports that translate funnel data into actionable insight for senior leadership
Identify and scope improvements to CRM tools and workflows, working with Product/Tech to enhance capabilities
Coach and support regional CRM execution teams in delivering high-performing local variants of global strategies
Skills & Experience:
4+ years in CRM, retention, or lifecycle marketing; ideally in a B2C, SaaS, or subscription model. Experience in education is beneficial, but not required
Strategic thinker with proven track record of improving customer lifetime value and retention through targeted CRM activity
Hands-on experience in automation, customer journeys, and campaign optimisation
Strong knowledge of CRM and marketing automation platforms (e.g., Salesforce, Braze, Iterable)
Data fluent: comfortable analysing lifecycle stages, behavioural segments, and commercial performance
Confident presenting insights and influencing cross-functional stakeholders across regions.
Familiar with global CRM challenges, including localisation, international data governance, and tooling needs
Google Analytics experience is required; competency in SQL would be beneficial but not required
Attributes:
Customer-obsessed and commercially focused.
Data storyteller who can drive global CRM evolution.
Comfortable operating across ambiguity, complexity, and multi-market priorities.
Proactive, collaborative, and always looking for ways to optimise and scale.
In return for everything you can bring, we can offer you an exciting role in a fast-growing and dynamic business, with plenty of career opportunities.
Here’s a couple of the things that make Twinkl a great place to be:
A friendly, welcoming and supportive culture. We believe work should be fun and always put people before the process
Diversity, inclusion and belonging – our Employee Network Program includes working groups for LGBTQ+, People of Colour, Disabilities (visible and invisible), Women in Tech and Working Parents.
From day 1 – Westfield Health, 33 annual leave days per year (pro-rata) inclusive bank holidays, a \”Me\” day each year, a charity day each year and Twinkl subscriptions.
Quarterly company awards programme
Seasonal events
Cervical and Prostate screening
Company sick pay after 3 months of service
After probation – cycle-to-work scheme
Long-term service reward – Life insurance, enhanced pension contribution, enhanced maternity pay, enhanced adoption pay and enhanced paternity pay, long service award, long service annual leave
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Senior CRM Executive (Retention) - Global employer: Twinkl Limited
Contact Detail:
Twinkl Limited Recruiting Team
StudySmarter Expert Advice 🤫
We think this is how you could land Senior CRM Executive (Retention) - Global
✨Tip Number 1
Familiarise yourself with the latest trends in CRM retention strategies. Understanding how to leverage behavioural insights and automation tools will give you an edge in discussions during interviews.
✨Tip Number 2
Network with professionals in the CRM and marketing automation space. Engaging with others in the industry can provide valuable insights and potentially lead to referrals for the position.
✨Tip Number 3
Prepare to discuss specific examples of how you've improved customer lifetime value and reduced churn in previous roles. Being able to articulate your successes will demonstrate your capability for this strategic role.
✨Tip Number 4
Stay updated on the tools mentioned in the job description, like Salesforce and Google Analytics. Showing familiarity with these platforms can set you apart from other candidates.
We think you need these skills to ace Senior CRM Executive (Retention) - Global
Some tips for your application 🫡
Understand the Role: Before applying, make sure to thoroughly read the job description for the Senior CRM Executive position. Understand the key responsibilities and required skills, and think about how your experience aligns with them.
Tailor Your CV: Customise your CV to highlight relevant experience in CRM, retention, and lifecycle marketing. Use specific examples that demonstrate your strategic thinking and data analysis skills, particularly in a B2C or SaaS context.
Craft a Compelling Cover Letter: Write a cover letter that showcases your passion for CRM and your understanding of customer behaviour. Mention any relevant tools you’ve used, such as Salesforce or Google Analytics, and explain how you can contribute to the company's goals.
Highlight Data Fluency: Since the role requires strong analytical skills, be sure to mention your experience with data analysis and reporting. Provide examples of how you've used data to drive decisions and improve customer lifetime value in previous roles.
How to prepare for a job interview at Twinkl Limited
✨Understand the Role
Make sure you have a solid grasp of what the Senior CRM Executive role entails. Familiarise yourself with CRM strategies, retention techniques, and how they apply to both free trial and paying user segments. This will help you articulate your relevant experience effectively.
✨Showcase Your Data Skills
Since this role requires a data-fluent individual, be prepared to discuss your experience with analytics tools like Google Analytics and any CRM platforms you've used. Highlight specific examples where your data analysis led to improved customer lifetime value or reduced churn.
✨Prepare for Scenario Questions
Expect questions that assess your strategic thinking and problem-solving abilities. Prepare scenarios where you've successfully implemented CRM strategies or optimised customer journeys, and be ready to explain your thought process and the outcomes.
✨Demonstrate Collaboration Skills
This position involves working closely with various teams. Be ready to discuss how you've collaborated with cross-functional stakeholders in the past. Share examples of how you influenced decisions or aligned strategies across different regions.
