CRM Operations Manager

Working at the RFU means being part of the ‘bigger picture’ at England Rugby: to be rooted in our purpose, which is to enrich lives, introduce more people to rugby union & develop the sport for future generations. If our purpose resonates with you, and you recognise the value that sport can bring to people’s lives, we’d love to work with you.

An opportunity has arisen for a CRM Operations Manager to join our Marketing team on a permanent basis.

The RFU has been undergoing a period of significant change, responding to changes in the external environment whilst adjusting to the demands of a modern governing body. The organisation is currently in the midst of delivering an exciting strategic plan that hopes to have a transformational impact on Rugby Union. As part of this strategic plan, the RFU has an ambition to become a data-driven, user-centric organisation with market leading digital capabilities that will not only transform the rugby experience for players, volunteers and fans today, but also future proof the RFU for years to come.

As part of the Customer Engagement team, the CRM Operations Manager will play a key role in transforming the experience for all fans, players and volunteers across our digital platforms through the development of multi-channel customer journeys within our Salesforce Data Cloud and Marketing Cloud platforms.

The successful individual would be joining an established CRM team, within the wider Customer Engagement Marketing team. The CRM team is made up of five individuals who are working across customer acquisition, fan engagement and customer retention across both commercial and the community game. The individual will report into the Senior CRM Manager and focus on managing retention and engagement of England Rugby’s customer database. Our purpose as a team is to grow our known audiences and enrich engagement across our channels.

Some key responsibilities include:

• Managing the on-going development of the Customer Data Platform (CDP) Salesforce Data Cloud, alongside third-party support, ensuring the platform is being optimised for all marketing & analytics activity and providing value in-line with key Digital Transformation KPIs.
• Delivering all segments & activations for customer journeys, implementing QA processes, troubleshooting performance issues and continually developing new data processes to ensure customer journey data processing activity is flowing accurately.
• Development of data transformations and calculated insights within Salesforce Data Cloud, to support the development of audience segments for customer journeys.
• Development of journey automations in Salesforce Marketing Cloud, providing SQL support and ensuring these are setup in an optimised way for the journey orchestration.
• Managing all customer journey related queries and ensuring a timely resolution to profile related changes across all technical platforms (removal from suppression lists, data deletion etc.).
• Working alongside the Senior CRM Manager to develop audience requirements for customer journeys for fans, players and volunteers.
• Managing key business stakeholders throughout the CRM end-to-end campaign process - encouraging a customer-centric and ‘data first’ mindset in decision making through the organisation.
• Working alongside the Customer Data Analyst (CRM) to build out customer journey reporting capabilities across the RFU’s Intelligence platforms (Intelligence Cloud, Tableau, Looker, etc.).
• Collaborating closely with the Rugby Football Union Technology team and third-party suppliers to ensure that Salesforce Data Cloud development aligns with and integrates seamlessly into the wider Salesforce product roadmap.
• Identifying gaps and developing new processes and procedures to ensure CRM best practice and alignment.
• Keeping abreast of industry trends, best practices, and emerging technologies in CRM and personalisation to drive continuous improvement and innovation.

This role will also work closely with the wider Marketing and Commercial teams to contribute to the development and delivery of the current strategic, business and operational plans. Actively collaborate with colleagues to contribute to the development and delivery of the current strategic, business and operational plans. Act as an ambassador for, and promote the best interests of the RFU, including the promotion of our culture and core values – This Rose Means Everyone: Put The Team First, Shape The Future, Respect Each Other.

Qualifications, Skills & Experience

The skills and attributes outlined in this description are not exhaustive and we welcome candidates who can bring different relevant experiences to the role.

• Educated to a degree level or equivalent with relevant professional qualification (e.g. CIM or equivalent).
• Demonstrable experience of working in a previous CRM campaign operations role using a Customer Data Platform (Salesforce Data Cloud or similar).
• Previous experience of managing audiences and segments (including propensity models) within a Customer Data Platform.
• Previous experience of creating data transformations and calculated insights within a Customer Data Platform.
• Previous experience of using SQL to query databases and a proficiency in core data processing activities.
• Previous experience of working with multiple customer databases and relational databases.
• Previous experience of implementing data processing techniques and developing systematic logic (e.g. database queries, business requirements) using data manipulation tools.
• Previous experience of using reporting tools such as Tableau / Salesforce Intelligence Cloud to develop customer journey reporting.
• An exceptional understanding of GDPR and the impacts it has on audience management and marketing communications.
• Excellent organisation and stakeholder management skills, with the ability to prioritise workload and work collaboratively across multiple teams.
• Exceptional attention to detail and an analytical mindset.
• Committed to embodying the ethos of our culture by using our three core values – Put The Team First, Shape The Future, Respect Each Other – to guide your day-to-day decisions, actions and interactions.
• Committed to actively contributing and building an inclusive culture in your role and day to day behaviours.
• Previous experience of developing customer journeys within Salesforce Marketing Cloud.
• Previous experience of using HTML to build emails.

We want you to have every opportunity to demonstrate your skills, ability and potential. If there is anything we could do to support you through your application or to provide the best environment for your interviews, including assistance or adjustment, please reach out to recruitment.