Commercial CRM Manager

Permanent position with a salary of up to £58,000 plus benefits including pension, BUPA, ShareSave, 6.6 weeks holiday, and hybrid working (1 day per week in the office) based in Southampton, Store Support Office.

We believe anyone can improve their home to make life better. From our Southampton Store Support office (SSO), we equip our stores, our people, and our whole business with everything it takes to help our millions of customers create a home they’ll love.

The Commercial CRM team’s role is to drive value from our customers at all stages of their relationship with us. We focus on utilising customer data and consent to maintain and grow each customer relationship, driving business growth including sales, profit, share, and long-term loyalty.

This role is accountable for the strategy, planning, execution, and reporting for our CRM strategy and activity for the total business, i.e., B&Q and TradePoint. As a Commercial CRM Manager, you will be focused on delivering customer and business benefit through our CRM strategy – defining programmes, building test and learn plans to improve overall effectiveness, and championing the work and results with all internal stakeholders. This role is critical in ensuring all our activity lands with strategic, creative, and operational excellence.

• Define CRM strategy within the areas of Basket Trade Driving, Category Trade Driving, and Loyalty, Lifecycle, and Behavioural programmes.
• Collaborate with business stakeholders to understand their objectives and support these by defining CRM programmes to deliver the required benefit/value.
• Define clear roadmaps for programme optimisation, with test and learn plans, ensuring execution delivers meaningful results that lead to improved financial performance and positive customer behaviour impact.
• Work hand in hand with the Analytics & CRM Personalisation and Martech teams to define data planning, targeting, offer allocation, and campaign build design.
• Work with all relevant agencies and internal teams to brief, build, and execute plans, ensuring all activity is delivered to agreed process, on time, on budget, and meets quality standards.
• Deliver incremental revenue growth and agreed commercial and customer targets (P&L and KPI management).
• Manage Marketing Executives in the delivery of programmes and campaigns, driving output as a Commercial CRM squad.
• Champion performance analytics - reporting and post-campaign analysis, leading on requirements definition and ensuring all campaigns are measured and reported on.
• Continuously inform stakeholders of the value of our programmes and how we should evolve future campaigns.
• Understand and maximise the capability of our CRM tools - Braze and Tealium – to drive innovation and efficiency.
• Ensure excellent budget management - robustly manage the finance reporting process.

This role is central to driving CRM programme performance by working closely with key business areas including Trading, Marketing, Pricing, Digital, and Finance. You’ll champion CRM initiatives across these cross-functional teams, ensuring stakeholders clearly understand the value of current programmes and helping shape the evolution of future campaigns.

Collaboration with the Marketing, GTM, content, and brand teams is essential, supporting them from early planning stages through to execution. You’ll also partner closely with Analytics and CRM Operations to define data plans, targeting strategies, and offer allocation for programmes and campaigns. Alongside the Loyalty team, you’ll play a key role in shaping and delivering loyalty and customer growth strategies through impactful CRM activity.

• Expert knowledge of CRM and direct marketing principles (preferably within the retail sector) and the end-to-end process for a targeted campaign from strategy to deployment, including use of a Campaign Management tool e.g. Braze.
• Experience of delivering CRM programs, in this or other organisations, with goal-oriented outcomes including revenue/profit, retention & relationship outcomes.
• An understanding of how best to grow customer value through personalisation of offers and content.
• Excellent analytical knowledge allowing confident challenge of data and analysis outputs.

As part of a great team, you’ll be valued for who you are. We’re committed to making B&Q more diverse and representative of the communities we serve, where everyone can feel they belong and have equal opportunities. You will have access to a range of networks that represent our colleagues and allies and help us to continue to put diversity and inclusion at the heart of our business.

We also recognise that wellness means different things to different people, and we want to help colleagues be at their best and feel well by offering a range of benefits to help you. Our benefits package includes an award-winning pension scheme, bonus, ShareSave options, 6.6 weeks holiday, payroll giving, an Employee Assistance Programme, shopping discounts, colleague wellbeing benefits, and lots more!

For any recruitment adjustments during the application or interview process, please contact recruitment@b-and-q.co.uk.