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- Tasks: Lead innovative CRM campaigns to connect with fans and drive engagement.
- Company: Join the iconic Manchester United team, where passion meets performance.
- Benefits: Enjoy wellness support, gym facilities, exclusive discounts, and enhanced career development.
- Why this job: Be part of a diverse team shaping fan experiences and driving global impact.
- Qualifications: 4-5 years in digital marketing with strong HTML and CRM platform skills required.
- Other info: Diversity and inclusion are core values; all backgrounds are encouraged to apply.
The predicted salary is between 48000 - 72000 £ per year.
Senior CRM Manager
Location: Old Trafford Stadium
At Manchester United, we believe that excellence on the pitch starts with excellence off the pitch. Our team thrives in a high-performance environment, united by a shared passion for success. We aim to elevate the standard of performance through collaboration and continuous growth, creating a space where everyone can contribute their best to our common goals.
We work together at our iconic Manchester United offices, enabling connection and innovation as we look ahead to what we can achieve as a global football club. We are excited to bring in passionate people who share our vision and drive for success.
The Role:
The Purpose:
Reporting to the Head of CRM & Consumer Lifecycle, this role is a key driver in shaping how Manchester United leverages CRM to connect with fans in meaningful, personalised ways that drive long-term value and commercial impact. You will lead the ideation and development of innovative CRM campaigns and fan experiences designed to drive lifetime value, increase digital engagement, and generate ecommerce growth – from fan milestone-based recognition to personalised lifecycle journeys across all digital platforms.
With a strong understanding of CRM data and marketing automation, you will play a key role in unlocking the full capabilities of the Braze platform & CRM tech stack – identifying new use cases, championing advanced features such as dynamic segmentation, in-app messaging, liquid personalisation, and driving experimentation across channels. You will oversee the planning and coordination of multi-channel CRM activity across business areas (Venue, eComm, MUTV, Digital Collectibles, App & Web), working cross-functionally with commercial teams, product leads, and the wider consumer marketing function to ensure CRM is delivering both strategic impact and measurable results.
Responsibilities:
- Responsible for the idea generation, strategy development and execution of key global campaigns driving all marketing objectives
- Ensure campaigns are targeted and developed with the fans interest in mind along with ensuring tone of voice, positioning and targeting is considered – all driven through an analytical understanding of behaviours and triggers that drive engagement (e.g. logged in users, repeat visits, engagement rates)
- Responsible for the build of HTML emails, In-app messages, Content Cards & Push notifications at speed and at the forefront of creativity whilst also having a clear understanding of deliverability & optimisation
- Work with the CRM Consumer Lifecycle team to launch, maintain and review consumer lifecycle journeys& automations
- Drive fan acquisition and retention increasing the known fanbase through data acquisition and logged in users, targeting key cohorts with strict targets relating to LTV
- Communicate analysis and actionable insights across the business relating to fan engagement
- Drive fan engagement across all O&O touchpoints
- Acquire new global audiences
- Re-engage valuable known audiences
This role requires experience of audience strategy, lifecycle marketing & marketing technology and an excellent understanding of the Manchester United fan base and cohorts, including fan behaviour across all O&O channels.
You will be required to work across all business areas building relationships and working with Analytics, Content, Brand and Design, Commercial, eCommerce, Product, Technology and Partnerships. Working cross-functionally with these teams, you will be expected to unearth and interpret customer insight, data and performance analysis to define opportunities to grow business value. You will work across the full fan lifecycle including acquisition, onboarding, re-engagement, retention and advocacy.
The Person:
You will be a highly motivated, experienced, enthusiastic and innovative digital marketer capable of driving development of ideas and managing delivery across multiple channels and platforms, optimising performance. You will have significant expertise in digital and content marketing, planning, creating, delivering and measuring global campaigns to increase fan engagement, and lifetime value.
Key Skills
- 4-5 years’ experience building, maintaining and optimising campaigns – preferably with Braze
- Exceptional HTML skills that push boundaries of creativity, optimisation & deliverability
- A solid understanding of technical CRM platforms and capabilities
- Sold Data skills and manipulation of data in Microsoft Excel
- A solid understanding of test and learn methodologies
- High attention to detail
- Creative copyrighting skills
- Self-starter and growth mindset with an ability to challenge the status quo.
- Collaborative team player with excellent influence and interpersonal skills to create strong working relationships.
- Ability to think both strategically and operationally, delivering the day to day while shaping future direction.
- Great analytical skills, commercially savvy and solution focused.
- Adaptable, flexible and resilient.
What We Offer:
At Manchester United, we recognise that our people are at the heart of our success. That’s why we offer a range of rewards designed to support your professional and personal well-being:
- Annual incentive scheme
- Wellness Support with access to mental health resources, digital health checks, and & nutritionists through Aviva Digicare+ Workplace
- Exclusive Discounts through our United Rewards platform, giving you access to exclusive deals from the club and partners
- Gym Facilities in our onsite locations and opportunities for regular social events and team-building activities
- Enhanced family Leave Benefits and an opportunity to purchase additional holiday days
- Enhanced Career Development with access to professional learning platforms like LinkedIn Learning, and internal training programs
- A Supportive Work Environment that values diversity, equity and inclusion, and individual growth
Our Commitment to You:
At Manchester United, we believe that a diverse and inclusive environment makes us stronger. We are committed to building a team where everyone feels welcomed, valued, and empowered to contribute their unique perspectives. Diversity, equity and inclusion are at the core of our recruitment strategy, and we welcome applicants from all backgrounds.
Ready to Join Us?
Manchester United is committed to safeguarding children and vulnerable adults, and as part of this commitment, all candidates will undergo a Disclosure and Barring Service check and reference checks.
If you need any adjustments to help you perform at your best during the recruitment process, please feel free to contact us, and we will be happy to discuss them with you.
It is unlawful to employ a person in a UK-based job who does not have permission to live and work in the UK. You should make yourself aware of how immigration laws apply to you before applying for any of our roles.
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Senior CRM Manager employer: DFL
Contact Detail:
DFL Recruiting Team
StudySmarter Expert Advice 🤫
We think this is how you could land Senior CRM Manager
✨Tip Number 1
Familiarise yourself with Manchester United's brand and values. Understanding the club's culture and how they engage with their fans will help you tailor your approach during interviews and discussions, showcasing your alignment with their mission.
✨Tip Number 2
Network with current or former employees of Manchester United, especially those in CRM or marketing roles. They can provide valuable insights into the company culture and expectations, which can give you an edge in your application process.
✨Tip Number 3
Stay updated on the latest trends in CRM and digital marketing, particularly in sports. Being able to discuss recent innovations or successful campaigns in your interview will demonstrate your passion and expertise in the field.
✨Tip Number 4
Prepare to discuss specific examples of your past work with CRM platforms like Braze. Highlighting your experience with data-driven campaigns and your ability to optimise fan engagement will show that you're ready to take on the responsibilities of this role.
We think you need these skills to ace Senior CRM Manager
Some tips for your application 🫡
Understand the Role: Before applying, make sure to thoroughly read the job description for the Senior CRM Manager position. Understand the key responsibilities and required skills, especially those related to CRM data, marketing automation, and campaign management.
Tailor Your CV: Customise your CV to highlight relevant experience in CRM, digital marketing, and campaign optimisation. Emphasise your familiarity with platforms like Braze and your ability to drive fan engagement through innovative strategies.
Craft a Compelling Cover Letter: Write a cover letter that showcases your passion for Manchester United and your understanding of their fan base. Discuss how your skills and experiences align with the role's requirements and how you can contribute to the club's goals.
Showcase Your Analytical Skills: In your application, provide examples of how you've used data analysis to inform marketing strategies or improve campaign performance. Highlight your proficiency in tools like Microsoft Excel and your experience with test and learn methodologies.
How to prepare for a job interview at DFL
✨Know Your CRM Tools
Familiarise yourself with the Braze platform and other CRM technologies mentioned in the job description. Be prepared to discuss how you've used these tools in past roles to drive engagement and optimise campaigns.
✨Understand the Fan Base
Research Manchester United's fan demographics and behaviours. Show your understanding of what drives fan engagement and how you can leverage this knowledge to create personalised experiences.
✨Showcase Your Creativity
Prepare examples of innovative campaigns you've developed in the past. Highlight your exceptional HTML skills and how you've pushed creative boundaries while ensuring deliverability and optimisation.
✨Demonstrate Analytical Skills
Be ready to discuss how you've used data analysis to inform your marketing strategies. Provide specific examples of how you've manipulated data to derive actionable insights that led to improved campaign performance.
