At a Glance
- Tasks: Drive customer engagement through innovative multi-channel campaigns and optimise performance.
- Company: Join a dynamic team at MVF, a leader in customer engagement.
- Benefits: Competitive salary, flexible working, and opportunities for personal growth.
- Other info: Collaborative environment with a focus on continuous improvement and innovation.
- Why this job: Make a real impact on customer experiences and drive business success.
- Qualifications: Experience in CRM execution, with a focus on email and SMS marketing.
The predicted salary is between 44817 - 54777 £ per year.
Our Customer Engagement team 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.
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
- Funnel performance and experimentation: 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.
- Audience and persona intelligence: 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.
- Content, brand and format standards: 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.
- Commercial alignment with MACs: 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.
- Cross-channel and conversation awareness: 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.
- Process efficiency and AI: 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.
- Contribution to strategic initiatives: Contributes as a content creator, tester and feedback source to major strategic initiatives running in their market.
- Reporting and standards: Campaign and category performance is clearly reported against target, with performance drivers understood and explained to colleagues, marketing ops and management.
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
What you need to bring:
- 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.
CRM Executive employer: MVF
MVF is an excellent employer, offering a dynamic work culture that prioritises employee well-being and family support. With a hybrid working model and competitive holiday benefits, employees are encouraged to thrive both personally and professionally, while also having access to growth opportunities within the Brand Amplification team. This commitment to fostering a supportive environment makes MVF a rewarding place for those looking to make a meaningful impact in their careers.
StudySmarter Expert Advice🤫
We think this is how you could land CRM Executive
✨Get to Know the Company Culture
Before jumping into applications, it’s super helpful to understand the vibe at MVF. Check out their social media, read reviews on sites like Glassdoor, and see how they engage with customers. It'll give you clues on their values and help tailor your conversation during interviews.
✨Join Customer Support Communities
Dive into online communities like those on Reddit or LinkedIn where customer support pros hang out. Participating in discussions or asking questions can make you more visible to potential recruiters and help you learn about job openings at companies like MVF before they even post them.
✨Attend Job Fairs or Networking Events
Look out for local job fairs or events specifically for customer support roles. This is your chance to meet hiring managers face-to-face, and you might even get the opportunity to interview on the spot!
✨Show Off Your Skills with Customer Interactions
In the customer support world, showcasing your communication skills is key. Consider creating a short video introducing yourself or even doing a mock call to showcase your abilities. It's a memorable way to stand out, especially if you can share this during your interview process!
We think you need these skills to ace CRM Executive
Some tips for your application 🫡
Show Off Your Communication Skills:In customer support, clear communication is key. Make sure your CV highlights any experience you've had in customer-facing roles and your ability to resolve issues. Don't shy away from including specific examples of how you've gone above and beyond to help customers – this really shows your potential in the role.
Tailor Your Cover Letter to MVF:Your cover letter is your chance to shine! Tell us why you want to work at MVF specifically. Mention any unique aspects of our company that resonate with you and how your skills can enhance our customer support. This personal touch will set your application apart from the rest!
Highlight Any Relevant Tools or Tech Skills:If you've used customer support software like Zendesk or Freshdesk or have experience with CRM systems, make sure to mention these in your application. Being familiar with industry-standard tools can be a big plus for us when we’re reviewing applications, as it shows you can hit the ground running!
Demonstrate Your Problem-Solving Skills:Customer support roles often require a knack for problem-solving. In your application, share examples of past experiences where you've tackled tough situations or resolved conflicts effectively. This will give us a good sense of how you handle challenges—an essential skill for success at MVF!
How to prepare for a job interview at MVF
✨Show Off Your People Skills
In customer support, it's all about communicating effectively. Prepare to share instances from your past experiences where you handled difficult customers or resolved conflicts. We want to hear how you empathised and found the best solutions, so think of specific examples to back up your stories!
✨Know the Tools of the Trade
Familiarise yourself with common customer support tools like Zendesk or Freshdesk, and make sure to review how you’ve used any similar systems in the past. During the interview, being able to discuss your hands-on experience with software or ticketing systems can really set you apart from the competition, so don’t skip this prep!
✨Show Genuine Enthusiasm
As this is a full-time role, employers want someone who isn’t just looking for any job, but wants to grow within customer support. Make sure to express your enthusiasm for helping customers and your desire to develop your skills. Show them why you're passionate about this field!
✨Practice Common Scenarios
Be prepared for role-playing scenarios where you might have to reassess a solution with a frustrated customer or explain a complex process in simple terms. Practising these common scenarios can help us feel more confident and demonstrate our practical skills effectively during the interview.
