CRM Manager in London

• Department
• : Media & Effectiveness, Audience & Marketing
• Location
• : London, Leeds or Manchester
• Status
• : Permanent
• Grade
• DEPARTMENT DESCRIPTION

Channel 4 is here to create change through entertainment.

This means creating change in the wider world through all of our activities: from TV, to streaming, social media and film - and our day-to-day roles at Channel 4.

It’s the impact that we have on the UK.

It’s why we exist.

The Audience & Marketing function is designed to power creative and commercial impact for Channel 4, driving audience growth and engagement.

The role of the Media & Effectiveness team is to shape and deliver our owned and paid media strategy, working closely with Marketing and our Media Agency to prioritise, execute and evaluate media activity across owned and paid channels.

JOB PURPOSE

The CRM Manager is responsible for the strategy, planning, delivery and optimisation of email, push and in-app communications that form part of the marketing and audience activation plan to drive in-year growth for Channel 4.

This role will own the development and execution of targeted, personalised and automated CRM campaigns promoting Channel 4 content and services, ensuring all activity is effective at driving engagement, retention, monetisation and acquisition KPIs while embodying the C4 brand tone of voice.

They will be an expert in permission-based email marketing, customer engagement platforms and audience data, with a strong technical understanding of segmentation, dynamic personalisation, marketing automation, QA and deliverability.

They will work closely with the wider Marketing and Media team to build targeted and effective CRM activity blending personalized recommendations with promotion of priority new content.

They will manage the delivery of CRM campaign activity, ensuring robust processes, water-tight QA, accurate targeting and high-quality output.

They will own performance reporting and the ongoing optimisation roadmap for email communications, using insight, testing and experimentation to improve effectiveness over time.

KEY RESPONSIBILITIES

• Overall responsibility and ownership for the delivery of the email, push and in-app messaging communications strategy for Channel 4 as part of the content marketing and audience activation plan.
• Lead the planning and delivery of CRM campaigns across engagement, retention, monetisation and acquisition objectives, ensuring activity is aligned to audience priorities and business KPIs.
• Define the reporting requirements for CRM activity and its impact on business performance, KPIs and ROI, regularly reporting back to the business on impact and effectiveness.
• Own the ongoing optimisation of email communications to ensure individual campaigns are performing well and achieving their set metrics.

Regularly share learnings with the Media & Effectiveness team, Growth Squad and wider business.

• Play an active role in the Growth Squad, bringing CRM and data expertise to help inform how we engage and retain audiences more effectively.
• Manage the delivery of email campaign activity through robust and efficient processes, including briefing, build, approval, QA, deployment, post-campaign review and optimisation.
• Work closely with the Product team to align CRM and lifecycle strategy and delivery through our customer engagement platform, currently Braze.
• Work closely with the Channel 4+ team to drive the effectiveness of email activity that supports both acquisition and retention of the Channel 4+ audience, becoming a key member of the Channel 4+ squad.
• Work closely with Marketing teams to ensure new shows are launched to relevant audiences with impact, aligning email activity with wider Marketing campaigns and messaging.
• Write, review and brief CRM copy and creative requirements, ensuring messaging is audience-led, on-brand, accessible and set up for effective testing.
• Own the email testing roadmap, including hypotheses, test design, audience selection, results interpretation and recommendations for future activity.
• Build strong relationships with our customer engagement platform supplier, ensuring we are utilising email tooling effectively, improving ways of working and driving efficiencies.
• Act as an email communications expert, maintaining strong knowledge of data protection, permission-based marketing, deliverability, audience segmentation and best practice in lifecycle communications.
• Provide regular competitor and market reviews to benchmark our email communications and identify new ideas, opportunities and optimisation approaches.
• KEY STAKEHOLDERS
• Media & Effectiveness team
• Marketing
• Product & Growth
• Insights & Analytics
• CAPABILITIES
• Strategic planning and delivery - Leads strategically, translating organisational goals into clear priorities, plans and measurable outcomes.
• Performance and commercial acumen - Demonstrates strong commercial awareness and accountability for delivering sustainable performance.
• Viewer and customer centric mindset - Places audiences, customers, and partners at the heart of decision making and solution design.
• Data led and analytical decision making - Uses data, insight, and evidence to drive decisions, evaluate impact and improve outcomes.
• Cross Functional collaboration and agile leadership - Leads collaboratively across boundaries, fostering agility, experimentation, and shared ownership.
• Market Awareness and innovation - Scans the external environment to anticipate change, identify opportunities and drive innovation.
• BEHAVIOURS
• Growth mindset (Grow) - Seeks challenge with a curious mindset and a strong desire to learn, grow and continually improve.
• Accountability (Get stuff done) - Delivers results and takes responsibility for outcomes.
• Collaboration (Include) - Uses empathy and encourages co-creation and inclusive partnerships, to get to better outcomes.
• Transformation (Innovate) - Embraces and proactively drives change, with resilience and tenacity.

ESSENTIAL EXPERIENCE & SKILLS

• Proven track record of managing an extensive email communications or CRM programme across a large-scale customer database.
• Experience of developing an email communications strategy and supporting activity plans to operationalise the strategy across the customer lifecycle.
• Previous experience of using customer engagement or CRM tools to build and deploy email campaigns, manage customer lifecycle activity and apply a sound understanding of deployment and QA processes.
• Strong experience of automated email journeys, audience segmentation, dynamic personalisation and triggered communications.
• Has run a multivariant testing roadmap previously, can plan test hypotheses, interpret results and communicate the impact of those clearly.
• Strong knowledge of data protection, permission-based marketing and email best practice, including deliverability, accessibility and consent management.
• Is obsessive about data and using it to provide compelling evidence of what email activity should be run and how it can be optimised to deliver against business and customer outcomes.
• Able to create and present detailed performance reporting for email activity across engagement, retention, monetisation and acquisition KPIs.
• Advanced Excel skills and/or data manipulation techniques, able to tell compelling stories using data.
• Consistently displays excellent communication skills, with great attention to detail and strong copy judgement.
• Naturally curious and enjoys exploring new ideas and possibilities.
• Likes getting stuck into a problem and coming up with solutions.
• Highly organised, self-motivated and able to manage a diverse workload.
• Is passionate about the C4 remit and content.

DESIRABLE EXPERIENCE & SKILLS

• Experience of building and deploying email campaign activity through Braze.
• Experience of email deliverability, dynamic content, lifecycle automation or advanced personalisation approaches.
• Has worked in creative industries, able to think creatively as well as analytically.