Senior CRM Manager in Cardiff

Who are we? Admiral Business sit within the Admiral Group, and are the experts in business insurance, offering SME insurance for tradespeople, professionals, and couriers. They build products and services that put their customers’ first, combining agility with reliability to deliver innovative products and superior customer experience to the under‑served SME market across the UK.

About the role: As Senior CRM Manager, you’ll own our CRM strategy across the full customer lifecycle, from acquisition and onboarding to retention and winback. You’ll be responsible for shaping and executing a data‑driven, cross‑channel CRM programme that drives engagement, loyalty, and commercial performance. This is a high‑impact, hybrid role: you’ll help define the strategy and vision for CRM, but also be hands‑on in building, optimising, and analysing journeys yourself within Salesforce Marketing Cloud. We’re looking for someone ambitious: a strategic thinker who thrives on delivery and isn’t afraid to experiment to make things better.

Key Responsibilities:

• Develop and implement a cross‑channel CRM strategy that connects online and offline touchpoints, collaborating closely with sales, customer service and product teams to influence processes and ensure a seamless customer experience.
• Build and optimise automated customer journeys, triggered communications, and nurture flows across email, SMS, WhatsApp, phone and other key channels.
• Deeply understand our customer base and behaviours to drive segmentation, personalisation, and testing strategies that maximise engagement and conversion.
• Translate CRM data and performance metrics into actionable insight, using analytics to interrogate customer behaviour and continually improve campaign and channel performance.
• Define, track, and report on CRM KPIs (open rates, CTR, conversions, retention, product penetration, persistency etc.), clearly linking marketing activity to commercial and customer outcomes.
• Partner with Growth, Product, and Customer Service teams to ensure consistent, on‑brand messaging and a joined‑up customer experience across all touchpoints.
• Champion data quality, compliance, and governance, ensuring all CRM activity meets GDPR and consent management standards.
• Manage and mentor a CRM Manager, fostering a test‑and‑learn culture that encourages innovation and continuous improvement.

About You - Essential Experience:

• Expertise in Salesforce Marketing Cloud including journey builder, automation, segmentation, and reporting.
• Experience building SQL to build targeting segments.
• Proven experience leading CRM or lifecycle marketing in a fast‑paced, customer oriented and data‑led business.
• Strong background in cross‑channel CRM development, with hands‑on experience integrating CRM with offline sales and customer service operations.
• A data‑driven and analytical mindset, confident using data to interrogate performance, test hypotheses, and inform strategy.
• Excellent communication skills, with the ability to write and edit clear, engaging customer messaging that drives response and retention.
• Strong commercial acumen and an ability to connect marketing activity to customer and business outcomes.
• Comfortable managing budgets, testing roadmaps, and senior stakeholders in a dynamic, growth‑oriented environment.
• A proactive, curious, and ambitious approach, motivated by building something new, improving continuously, and delivering real impact.

Admiral: Where You Can We take pride in being a diverse and inclusive business. It’s a place where you can Be You, and show up as you are. We’re committed to fostering a people‑first culture where everyone is accepted, supported, and empowered to be brilliant. You can, Grow And Progress at a pace and direction that suits you, Make A Difference for our customers and each other, and Share in Our Future with all colleagues eligible for up to £3,600 of free shares each year after one year of service. Everyone receives 33 days holiday (including bank holidays) when they join us, increasing the longer you stay with us, up to a maximum of 38 days (including bank holidays). You also have the option to buy or sell up to an additional five days of annual leave. We’re proud of our people‑first culture. In fact, we’ve been recognised as a Great Place to Work for Women, a Great Place to Work for Wellbeing, and an overall Great Place to Work for over 25 years! We’re fully committed to making sure your progression is not slowed or halted by barriers related to race, gender, age, sexuality or any of the protected characteristics. Our fantastic benefits make sure our colleagues have a great work‑life balance; You can view some of our other key benefits here. As a Disability Confident Leader, for candidates with a disability or long‑term health condition, that opt into the Disability Confident scheme, we’ll invite a fair and proportionate number of applicants that meet the essential requirements of the role to the first stage of our selection process. If you need any adjustments or support with your application or during the recruitment process, just let us know. Please do email daniel.cavill@admiralgroup.co.uk or contact us on 07502 959750. This number is dedicated to supporting candidates that require reasonable adjustments or support during the application process.