At a Glance
- Tasks: Lead our CRM strategy and enhance customer engagement across multiple channels.
- Company: Join Admiral Business, a leader in SME insurance with a people-first culture.
- Benefits: Enjoy 33 days holiday, share options, and a supportive work environment.
- Other info: Be part of a diverse team committed to innovation and continuous improvement.
- Why this job: Make a real impact on customer experience while growing your career.
- Qualifications: Experience with Salesforce Marketing Cloud and a data-driven mindset required.
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.
Senior CRM Manager in Cardiff employer: Admiral
Admiral Business is an exceptional employer that champions a diverse and inclusive work environment, allowing employees to truly be themselves. With a strong commitment to employee growth, you will have the opportunity to develop your career at your own pace while enjoying generous benefits such as 33 days of holiday, the potential for free shares, and a supportive culture that prioritises wellbeing and innovation. Join us in making a meaningful impact in the SME insurance market across the UK, where your contributions are valued and recognised.
StudySmarter Expert Advice🤫
We think this is how you could land Senior CRM Manager in Cardiff
✨Tip Number 1
Network like a pro! Reach out to people in the industry, attend events, and connect on LinkedIn. You never know who might have the inside scoop on job openings or can put in a good word for you.
✨Tip Number 2
Show off your skills! Create a portfolio or case studies that highlight your CRM strategies and successes. This will give potential employers a taste of what you can bring to the table.
✨Tip Number 3
Prepare for interviews by practising common questions and scenarios related to CRM management. Be ready to discuss how you've used data to drive engagement and improve customer journeys.
✨Tip Number 4
Don’t forget to apply through our website! It’s the best way to ensure your application gets seen by the right people. Plus, it shows you’re genuinely interested in joining our team at Admiral.
We think you need these skills to ace Senior CRM Manager in Cardiff
Some tips for your application 🫡
Show Your Passion:When writing your application, let your enthusiasm for CRM and customer engagement shine through. We want to see that you’re not just ticking boxes but genuinely excited about the role and how you can contribute to our mission.
Tailor Your Experience:Make sure to highlight your relevant experience with Salesforce Marketing Cloud and any cross-channel CRM strategies you've implemented. We love seeing how your background aligns with what we do, so don’t hold back on those details!
Be Data-Driven:Since this role is all about data, include specific examples of how you've used analytics to drive decisions in your previous roles. Show us how you’ve turned insights into action – it’s a big part of what we do at Admiral.
Keep It Clear and Engaging:Your written application should reflect the excellent communication skills we’re looking for. Write clearly and engagingly, as if you’re crafting a message for our customers. Remember, first impressions count!
How to prepare for a job interview at Admiral
✨Know Your CRM Inside Out
Make sure you’re well-versed in Salesforce Marketing Cloud, especially journey builder and automation features. Brush up on how to build SQL for targeting segments, as this will be crucial in demonstrating your technical expertise during the interview.
✨Showcase Your Data-Driven Mindset
Prepare examples of how you've used data to drive CRM strategies in previous roles. Be ready to discuss specific metrics you've tracked, like open rates and conversions, and how they influenced your decision-making process.
✨Demonstrate Cross-Channel Experience
Admiral values a seamless customer experience across various touchpoints. Bring examples of how you’ve integrated online and offline channels in past campaigns, and be prepared to discuss how you collaborated with sales and customer service teams.
✨Emphasise Your Strategic Thinking
As a Senior CRM Manager, you'll need to think strategically. Prepare to talk about how you’ve shaped CRM strategies in the past, including any innovative approaches you’ve taken to improve customer engagement and retention.
