Senior CRM Manager FTC in West Bromwich

Ever wanted to own CRM at one of the UK's most recognisable consumer brands? This is a hands‐on senior role leading a high‐performing team of six across the full CRM programme. Lead end‐to‐end CRM strategy and BAU delivery for a major UK retailer, managing a stable, close‐knit team and a multi‐channel programme at real scale. This is a rare opportunity to step into a high‐impact CRM leadership role at a well‐established, fast‐paced UK retail and services business. With a loyal customer base and a CRM programme that spans email, SMS, direct mail and beyond, this company takes customer communications seriously – and the results show it.

The CRM team is in great shape. They've invested in building a skilled, settled group of people who genuinely enjoy working together, and they now need an experienced senior leader to come in, get up to speed quickly, and carry the programme forward with confidence. You'll own the strategy and the calendar, lead on segmentation and personalisation, drive ROI accountability across promotions, and be the primary CRM partner to teams across the business including Trading, Merchandising and Ecommerce.

This is a maternity cover position, so you'll be hitting the ground running – but you'll have a solid team behind you and real scope to make your mark. If you're the kind of CRM leader who loves being in the weeds as much as presenting to senior stakeholders, and you bring genuine warmth to the way you manage a team, this one is worth a look.

The Role

• Own and deliver the CRM communication strategy and calendar, balancing promotional activity with long‐term customer value and frequency.
• Drive incremental revenue and margin through targeted, customer‐led CRM promotions with clear ROI accountability.
• Lead segmentation, targeting and personalisation strategy across customer need, lifecycle and channel preference.
• Oversee multi‐channel CRM execution across email, SMS and direct mail, including approval of all BAU communications.
• Establish and embed a test‐and‐learn framework to continuously optimise offer depth, timing, messaging and channel mix.
• Own CRM BAU performance reporting, translating data into commercially actionable recommendations for senior stakeholders.
• Act as the primary CRM partner to other areas of the marketing department and business.
• Lead, develop and support a CRM team of six, across different levels from graduates to Manager.

Required Skills

• Proven experience in a senior CRM role within a fast‐paced consumer environment – retail, gambling, FMCG, subscription or similar.
• Strong hands‐on expertise with email service providers, ideally Salesforce.
• Broad multi‐channel CRM experience across email, SMS, direct mail and web personalisation.
• A highly analytical, data‐driven approach with strong audience selection and segmentation skills.
• A warm, collaborative leadership style with experience developing and supporting a team.
• Confident stakeholder management skills and the ability to influence across functions and seniority levels.
• Comfortable being both hands‐on with BAU delivery and strategic when needed – this role needs both.
• Highly organised and adaptable, able to manage multiple projects at pace in a changeable environment.

Benefits

• Salary up to £65,000 + £6,000 car allowance.
• Hybrid working – 3 days in office, 2 days from home.
• Be part of a stable, high‐performing CRM team with a fantastic culture.
• Work on a CRM programme of real scale with genuine commercial impact.