CRM Communications Coordinator

This is a role where creativity and commercial impact go hand in hand, playing a key part in driving customer growth for Asda Mobile and Asda Money. We’re looking for a creative and commercially driven FS CRM Communications Coordinator to bring our customer communications to life. This role sits at the heart of our marketing engine, delivering always-on, high-performing CRM activity that drives acquisition, engagement and retention at scale. You’ll develop and execute targeted, insight-led communications across multiple channels - combining strong copywriting skills with a good creative eye to shape engaging content, from messaging through to visual execution.

Working closely with agencies and internal teams, you’ll ensure all CRM communications are compelling, on-brand and customer-focused, while continuously optimising performance through a test-and-learn approach.

• CRM Campaign Execution
  • Execute always-on CRM communications across key lifecycle stages including acquisition, cross-sell, and retention.
  • Deliver campaigns across channels including: Rewards App (banners and in-app messaging), Push notifications, Email (including creative and content execution).
  • Support in-life customer communications, ensuring consistent engagement throughout the customer journey.
• Creative & Content Development
  • Writing compelling and customer-first copy and language.
  • Own the end-to-end execution of CRM campaigns, working with agency partners on asset creation.
  • Contribute to creative development and copywriting, ensuring messaging is clear, engaging, and on-brand.
  • Ensure all CRM output reflects Asda’s tone of voice and brand standards.
• Financial Promotions & Compliance
  • Ensure all communications meet financial promotion regulations and compliance standards.
  • Work closely with internal stakeholders to gain necessary approvals and ensure governance processes are followed.
  • Maintain a strong understanding of compliance requirements within financial services marketing.
• Commercial Performance & Optimisation
  • Accountable for CRM performance metrics (e.g. engagement, conversion, acquisition to base).
  • Support delivery of commercial objectives, particularly driving acquisition into the Asda base.
  • Monitor and report on campaign performance, identifying optimisation opportunities.
• Test & Learn Approach
  • Plan and execute A/B testing across campaigns to continuously improve performance.
  • Build a culture of test, learn, and optimise across always-on CRM activity.
  • Use insights to refine targeting, messaging, and channel effectiveness.
• Stakeholder & Agency Management
  • Work closely with the CRM Manager, wider Asda CRM team, Marketing team, and external partners.
  • Ensure campaigns are delivered on time, to brief, and to a high standard.
  • Support collaboration across Mobile and Money teams to maximise cross-sell opportunities.

• Essential
  • Experience in CRM, marketing campaign execution.
  • Strong understanding of CRM channels (email, push, app, lifecycle comms).
  • Highly organised with the ability to manage multiple campaigns simultaneously.
  • Basic experience in copywriting or creative briefing.
  • Strong customer focus with a good creative instinct and eye for detail.
  • Ability to work with agencies to deliver engaging, on-brand CRM communications.
  • Strong commercial mindset with a focus on performance and results.
  • Experience in campaign reporting, optimisation, and A/B testing.
  • Excellent attention to detail, particularly in regulated or compliance-heavy environments.
• Desirable
  • Experience working in financial services or regulated industries.
  • Understanding of financial promotions and compliance requirements.
  • Experience working with creative agencies.
  • Familiarity with CRM platforms and marketing tools.
  • Experience with Salesforce Marketing cloud and Airship.

• Creative thinker with an eye for engaging customer communications.
• Proactive and self-motivated, with a strong sense of ownership.
• Collaborative team player with strong stakeholder management skills.
• Data-driven with a passion for continuous improvement.
• Comfortable working in a fast-paced, evolving environment.

To ensure we balance moments where we know we need to collaborate together and the need for flexibility, Asda has a hybrid way of working with a minimum 3 days a week in one of our Home Offices. Over and above this, each area of Asda may have additional requirements which may require spending more days in the office, visiting suppliers, stores or depots.

You will also get an excellent benefits package including:

• Discretionary company bonus.
• Company pension up to 7% matched.
• 15% colleague discount in store and online.
• Free access to wellbeing services such as Stream, 24/7 virtual GP, counselling, health and dental cash plans and a 24/7 employee assistance helpline, alongside discounts across a range of services and activities, from airport parking, enhanced to theme parks and cinemas.
• Asda Allies Inclusion Networks – helping colleagues to make sure everybody is included and that our differences are recognised and celebrated.
• Excellent parental leave policies, including maternity & adoption leave, paternity leave, shared parental leave, neonatal care leave, and support for those doing fertility treatments.

We want all colleagues to be able to bring their best and true selves to work, every day. Simply put, we want our colleagues to be Proud to be Asda and proud to be themselves.