At a Glance
- Tasks: Lead data-driven CRM strategies and multi-channel campaigns for B2B and B2C audiences.
- Company: Join ZEISS, a global leader in optics and optoelectronics.
- Benefits: Competitive salary, flexible working options, and opportunities for professional growth.
- Other info: Collaborative environment with a focus on creativity and brand stewardship.
- Why this job: Make a real impact by driving customer engagement and business results with innovative strategies.
- Qualifications: 5+ years in CRM strategy, strong analytical skills, and experience with Salesforce.
The predicted salary is between 50000 - 65000 £ per year.
Position Summary
As Campaign & CRM Manager for ZEISS UK & Ireland, you will lead the strategy, planning, and execution of data-driven, multi-channel CRM programmes across B2B and B2C audiences—using insight, technology, and targeted communications to drive measurable business results.
Responsibilities
- CRM Strategy and Plans: Develop and own the overall CRM strategy and activity plan for ZEISS UK & Ireland (B2B and B2C) aligned to business and marketing objectives and agreed KPIs. Define customer and consumer segmentation, journeys and contact strategies to maximise engagement and value. Coordinate annual communication calendars and ensure alignment with brand and product activities.
- Always On: Plan, deliver, and optimise integrated multi-channel always on strategies for B2B and B2C audiences to defined KPIs.
- Campaign Management: Plan, deliver, and optimise multi-channel campaigns (ZEISS owned social/digital channels, platforms, email) for B2B and B2C audiences to defined KPIs.
- Performance Measurement & Optimisation: Ensure all activity is tracked, measured and reported against defined KPIs. Analyse performance and provide insight-led recommendations to improve engagement and conversion. Lead a structured test and learn roadmap (tests across platform, channel, media, creative, messaging) to continuously improve effectiveness.
- Content and Communications: Oversee creation and delivery of customer/consumer centric SEO optimised content and Communications for ZEISS B2B and B2C social channels and digital platforms.
- Segmentation & Personalisation: Develop and maintain robust audience segmentation models for B2B and B2C. Drive personalisation strategies to deliver relevant content and offers at scale across channels.
- Technology Ownership: Administer and optimise CRM and marketing automation platforms and tools (e.g. Salesforce, Marketing Cloud and similar). Drive best practice and in-house capability. Identify and implement enhancements to workflows, integrations, and processes to improve efficiency and performance.
- Compliance & Governance: Ensure all CRM activity complies with data protection and privacy regulations (e.g. GDPR, opt-in/opt-out rules). Maintain robust processes for consent, preference management, and data handling. Work in partnership with Data Protection Officer.
- Data Management: Partner with data, IT and Commercial teams to ensure data quality, accuracy and availability for CRM activity. Contribute to data strategy, including data capture, enrichment, and usage for segmentation and personalisation.
- Cross-Functional Collaboration: Work closely with Marketing, Sales, Customer Service, Product, and Data teams to align CRM activity with wider business goals and initiatives.
- Agency Management: Responsible for working collaboratively with and managing creative and media agency partner/s to deliver annual plans, campaigns and KPIs. Lead briefing, execution, feedback, and review processes, embedding learnings and optimising ways of working.
- Budget Management: Plan and manage CRM projects and initiatives within agreed budgets, ensuring cost-effective delivery and clear ROI.
- Global & Local Collaboration: Collaborate with HQ and other ZEISS markets to share and adopt best practices, tools, and approaches in CRM. Build and nurture local and international CRM networks within ZEISS.
- Community Management: Ensure effective community management across all ZEISS B2B and B2C social media accounts, in partnership with agencies or internal teams.
- Brand Stewardship: Act as a brand guardian, ensuring all CRM and digital communications reflect ZEISS brand values, visual identity, and tone of voice.
Required Knowledge & Experience
Essential Criteria
- Approximately 5+ years’ experience developing and delivering CRM strategies for B2B and/or B2C audiences, with demonstrable results.
- Strong understanding and practical application of CRM principles, customer lifecycle marketing, segmentation, and personalisation.
- Hands‑on experience Salesforce and Marketing Cloud.
- Proven experience using a wide range of digital marketing channels and platforms, including PPC, display, social media (Meta, TikTok, Pinterest, LinkedIn), email, and affiliates.
- Strong analytical skills: able to interpret data, derive insights, and translate them into clear, actionable recommendations.
- Operational knowledge of analytics tools (e.g. Google Analytics) and reporting tools (e.g. Power BI).
- An understanding of user behaviour and conversion funnels to feedback to product owners and steer product development.
- Working knowledge of data privacy and consent regulations (e.g. GDPR) and their application in CRM.
- Proven ability to work effectively in cross-functional teams and influence stakeholders at different levels.
- Strong project management skills with experience managing multiple initiatives simultaneously.
- Experience managing agencies (creative and media) to deliver high-quality work on time and on budget.
- Proven ability to work with creative agencies to deliver impactful multimedia content, from briefing through to creative approval.
- Experience creating or commissioning SEO-optimised content for digital platforms.
- Strong copywriting and briefing skills for customer-facing communications.
Desirable Criteria
- Graphic design skills and experience with Adobe Creative Cloud (e.g. Photoshop, Illustrator, InDesign) or similar tools.
CRM Campaigns Lead - Data-Driven Growth (B2B/B2C) in Birmingham employer: Carl Zeiss Vision
At ZEISS UK & Ireland, we pride ourselves on being an exceptional employer that fosters a collaborative and innovative work culture. As a CRM Campaigns Lead, you will have the opportunity to drive impactful strategies in a dynamic environment, supported by a commitment to employee growth through continuous learning and development. Our location offers a vibrant community and access to cutting-edge technology, ensuring that you can thrive both personally and professionally while contributing to meaningful projects that make a difference.
StudySmarter Expert Advice🤫
We think this is how you could land CRM Campaigns Lead - Data-Driven Growth (B2B/B2C) in Birmingham
✨Tip Number 1
Network like a pro! Get out there and connect with people in the industry. Attend events, join online forums, and don’t be shy to reach out on LinkedIn. You never know who might have the inside scoop on job openings!
✨Tip Number 2
Show off your skills! Create a portfolio or a personal website that highlights your CRM campaigns and data-driven strategies. This is your chance to showcase what you can do beyond just a CV.
✨Tip Number 3
Prepare for interviews by practising common questions related to CRM and campaign management. Think about how you can demonstrate your analytical skills and experience with tools like Salesforce. We want you to shine!
✨Tip Number 4
Apply through our website! It’s the best way to ensure your application gets seen. Plus, we love seeing candidates who are proactive and engaged with our brand. Don’t miss out!
We think you need these skills to ace CRM Campaigns Lead - Data-Driven Growth (B2B/B2C) in Birmingham
Some tips for your application 🫡
Tailor Your CV:Make sure your CV is tailored to the CRM Campaigns Lead role. Highlight your experience with B2B and B2C audiences, and don’t forget to showcase your skills in data-driven strategies and campaign management.
Craft a Compelling Cover Letter:Your cover letter is your chance to shine! Use it to explain why you’re passionate about CRM and how your background aligns with ZEISS's goals. Be sure to mention specific achievements that demonstrate your expertise.
Showcase Your Analytical Skills:Since this role involves performance measurement and optimisation, make sure to highlight your analytical skills. Share examples of how you've used data to drive decisions and improve campaign results in previous roles.
Apply Through Our Website:We encourage you to apply through our website for a smoother application process. It’s the best way for us to receive your application and ensure it gets the attention it deserves!
How to prepare for a job interview at Carl Zeiss Vision
✨Know Your CRM Inside Out
Make sure you’re well-versed in CRM principles and tools, especially Salesforce and Marketing Cloud. Brush up on your understanding of customer lifecycle marketing and segmentation strategies, as these will be key topics during your interview.
✨Showcase Your Analytical Skills
Prepare to discuss how you've used data to drive decisions in past roles. Be ready to share specific examples of how you've interpreted data and turned insights into actionable recommendations that improved engagement or conversion rates.
✨Demonstrate Cross-Functional Collaboration
Think of examples where you’ve successfully worked with different teams, like Marketing, Sales, or Product. Highlight how you influenced stakeholders and aligned CRM activities with broader business goals, as this role requires strong collaboration skills.
✨Be Ready for Campaign Management Questions
Expect questions about your experience in planning and executing multi-channel campaigns. Prepare to discuss specific campaigns you've managed, the KPIs you set, and how you measured success. This will show your hands-on experience and strategic thinking.
