Head of CRM in Welwyn Garden City

Location: Welwyn Garden City (Hybrid – 2 days per week)

Salary: £60,000 – £70,000 base salary plus Stock options

Benefits: 27 days leave, healthcare, pension, EV car scheme, Childcare discounts and more

This is one of those roles which is quite unique, as the company is already at a reasonable size, yet the foundations have only recently been put in place to start building a modern, truly effective CRM programme which can elevate the company’s operations across channels. It’s a high-growth, consumer-focused business which generates around £100m+ turnover and operates across over 100 venues around the UK is looking to hire a Head of CRM into a newly created role.

Zoho CRM has recently been implemented, and some email journeys created. However, there’s still lots to build, and some of the initial structure established. But the real work starts now. Customer journeys need designing and building, taking them from EVP through to a much more sophisticated operation. Segmentation needs defining. Contact strategy needs shaping, and personalisation needs layering in across the full lifecycle. It’s a blank canvas in many ways, but not from scratch.

This is a hands-on leadership position. You’ll be responsible for both the strategy and the execution. You’ll take ownership of how the business engages with its customers from first enquiry through to long-term retention. That means building, testing and optimising CRM journeys, while also shaping the broader approach to customer communication.

Whilst the primary channel for outbound CRM will be email, they’re also engaging across Whatsapp and SMS, and there’s a customer service and customer engagement team who also operate over telephony and Whatsapp channels too. These teams will be part of your direct reporting structure, it’s a function of 7 in total. With you handling this relatively small inbound contact team, ensuring solid alignment between automated journeys which push outbound and the real-world inbound customer interactions which come back from them, ensuring the journeys are effective in delivering the appropriate KPI’s.

What you’ll be doing:

• Owning and evolving the CRM platform (Zoho), building journeys, workflows and data structure
• Designing end-to-end customer journeys across acquisition, onboarding and retention
• Developing segmentation and contact strategy to improve relevance and conversion
• Building and optimising email and SMS channels, with a strong focus on test-and-learn
• Introducing personalisation across different customer touchpoints
• Using data and insight to identify opportunities to improve engagement and lifetime value
• Creating reporting frameworks to track performance across conversion, retention and customer satisfaction
• Managing and developing a contact centre team handling inbound enquiries
• Aligning CRM activity with wider marketing, operational and commercial objectives

What they’re looking for:

• Strong CRM background with a solid mix of CRM strategy and planning coupled with the ability to get down and dirty with email builds – experience building journeys and automations hands-on
• Experience with Zoho or similar platforms (Salesforce, HubSpot, Dynamics)
• Comfortable operating across both strategy and execution
• Strong understanding of segmentation, testing and optimisation
• Experience managing or working closely with a contact centre or customer service function
• Commercially aware, with a focus on conversion, retention and customer value
• High energy, adaptable, and comfortable working in a fast-paced, evolving environment

Why this role?

The business is in a period of rapid growth and transformation. It has the scale of an established organisation, but still operates with a very entrepreneurial mindset. Things move quickly. There’s room to shape decisions. And there’s a genuine opportunity to build something that didn’t previously exist in a structured way. If you enjoy creating order from complexity and seeing the direct impact of your work, this will appeal.