CRM Executive

Our Customer Engagement (CE) function is responsible for the full post-sign-up experience for millions of MVF customers. Using email, SMS, WhatsApp, Solutions Advisor conversations and orchestration across all of these, we maximise the value MVF generates per customer while improving the quality of every interaction in their lifetime with us.

Our strategy is Conversations, First. Solutions Advisor conversations — 1:1, voice and digital — are our primary mode of engagement. Email, SMS, WhatsApp and lifecycle orchestration exist to support, prepare customers for and follow up from those conversations. We are building three defensible capabilities: Customer Lifecycle Intelligence, Lifecycle Journey Orchestration, and Human + AI Solutions Advice.

The CRM Lifecycle Exec sits within the CRM execution track of this function — distinct from the LCE Strategy team’s Lifecycle & Orchestration Specialist path. This is not a strategy role: it is the delivery engine of CRM commercial performance across our markets and hubs, in both B2B and B2C.

A CRM Lifecycle Exec is accountable for the performance of their allocated markets and campaigns in the CRM team, across email, SMS and WhatsApp. This includes financial performance (short-term and lifetime) against target, while ensuring they are working effectively with their relevant hubs to maximise CRM opportunities that support MVF’s winning ways. They should also be aligning themselves as effectively as possible with CRM’s technology and delivery processes — Iterable, Lytics and SleekFlow.

Reliable delivery of the existing plan is the baseline expectation for this role, not the differentiator. The best CRM Lifecycle Execs do not stop at keeping their market’s campaigns running well — they find the one or two ideas most likely to genuinely move their market (customer or client) forward, test them properly, and bring the evidence back to their manager and CE leadership so the idea can be considered for wider rollout.

Market strategies for commercial success should be well thought through, iterated upon, delivered and communicated in line with CRM strategy. They should also exhibit behaviours and skills that are continuously improved against MVF values. Collaboration across the team and with stakeholders should be effective and help the whole team improve against its goals.

Responsibilities

• Multi-channel campaigns — email, SMS and WhatsApp — are scheduled and executed by implementing and adapting global and market-level strategies, with new campaigns set up in line with product expectations and to an exceptional standard.
• Existing customer funnels are kept at a high standard through continuous testing and optimisation — hypothesis, execution, analysis and the urgent rollout of wins.
• New funnel opportunities within their market are identified and tested where they align customer need with commercial value — for example testing high-intent retargeting, or a new stage of an onboarding journey — to grow lifetime value, not just short-term send performance.
• Test ideas are drawn from winning tests across the business, competitor and industry activity, and their own reading and research — not just from what has already been tried in their own market.
• Tests and journeys are judged, in part, against whether they move lifetime value, active customers and conversations started, alongside GP and conversion — not on short-term send metrics alone.
• A genuine understanding of the persona of their market and database is built and maintained — who these customers are, what they need and what motivates them — using existing tools (Iterable’s audience builder, Lytics, reporting) plus wider reading and research.
• That understanding is used to generate and prioritise test ideas and to tailor content and journeys accordingly.
• A high standard is set for copywriting, creative and format across campaigns — using imagery, video and other formats where they improve the customer experience, not text-only sends by default.
• Content is produced in rigorous alignment with MVF’s brand guidelines. This is a baseline standard, not a nice-to-have.
• Works with MACs to understand which clients and products matter most in their market, ensuring campaigns are live and prioritised against the biggest commercial opportunities.
• Looks for ways to improve the percentage of client budgets delivered and the quality of customer being delivered for those clients — not just campaign volume.
• Understands the context of all LCE channels in their market, including Solutions Advisor conversations, well enough to design and prioritise their own testing around it.
• Content is designed for commercial wins AND to increase the number of conversations had.
• Considers conversation prioritisation when designing journeys — recognising when a CRM send should support, or make way for, a Solutions Advisor conversation — and surfaces where CRM activity is helping or conflicting with SA conversations.
• Looks for opportunities to use our existing reporting and martech, AI and Amplify-style tools to improve the efficiency of their own campaign, content and reporting work.
• Contributes as a content creator, tester and feedback source to major strategic initiatives running in their market (for example Orchestrated Funnels) — bringing execution capability and market insight, not leading the initiative itself.
• Campaign and category performance is clearly reported against target, with performance drivers understood and explained to colleagues, marketing ops and management.
• Deliverability is understood, particularly within the markets they are responsible for, with initiatives contributed to that move the performance dial in key recipient domains.
• Opportunities and issues are identified and promptly surfaced to hub and LCE leadership.
• Work is delivered with high attention to detail — proofreading and QA are a standard.
• Ops and sales are collaborated with as an internal customer, in order to find and deliver the prospect volume and quality that the client expects.
• The latest trends and developments in CRM and lifecycle marketing are researched and discovered, to be shared and applied to campaigns.

What success looks like

• Market financial performance exceeds plan and target.
• Market contribution (CRM GP:MVF GP) is increasing.
• Tests and journeys demonstrably move lifetime value, active customers and conversations started, not just short-term send metrics.
• At least one tested, evidenced initiative beyond the existing plan is brought to their manager or CE leadership with a case for wider rollout.
• Campaigns for the market’s highest-priority clients and products (per MACs) are live and prioritised, with improving delivery against client budgets and customer quality.
• Successful interaction with their CRM sector or hub, becoming an engaged, motivated, world-class performer.

The person

• Solid CRM (email and SMS) execution background — Iterable preferred; any major ESP is relevant. WhatsApp exposure a plus.
• A commercial mindset: comfortable tracking GP, revenue impact and lifetime value, not just opens and clicks.
• Test-and-learn rigour, and a genuine curiosity that goes beyond the current plan — reading, research and pattern-spotting from outside their own market.
• An eye for good creative and copy, and comfort briefing or producing imagery, video and other formats within brand guidelines.
• Comfortable using AI-assisted tools to work more efficiently, without needing to build them.

How you work

• You do not wait to be told what to test — you have a point of view on your market’s persona and where the biggest opportunity sits.
• You treat delivering the plan as the floor, not the ceiling. The initiative you found and proved is what gets you noticed.
• You notice where CRM activity overlaps with the Solutions Advisor channel, and factor it into your testing rather than ignore it.
• You hold a high bar on brand, content and attention to detail as a matter of personal standard.
• You contribute properly to the bigger initiatives you are pulled into — content, testing, feedback — without trying to run them.