Marketing Data Activation Executive in Brighouse

Location: Brighouse HQ with opportunities for hybrid working

Hours: Full Time

Main Responsibilities:

• Develop and deliver the CRM and customer activation strategy, focusing particularly on onboarding, retention, reactivation, and customer engagement.
• Take ownership of customer lifecycle communications to improve conversion and repeat order rates.
• Build, refine, and activate customer audiences and segmentation strategies within Zoho CRM to improve campaign relevance and performance across multiple marketing channels.
• Improve and optimise the onboarding journey for new customers to drive early engagement, conversions, and long‑term value.
• Plan, build, and deploy targeted email campaigns using Mailchimp, aligned with sales priorities and customer behaviour.
• Create and manage email communications and WhatsApp templates using WATI, working alongside a graphic designer to bring campaigns to life. No design skills are required, but a creative eye is essential.
• Develop and manage WhatsApp customer communication journeys to support faster, more direct engagement and conversions.
• Collaborate with social media and paid media teams to support audience activation, customer reactivation campaigns, and targeted PPC and paid social activity.
• Expand into service‑based customer communications including delivery notifications, quote follow‑ups, customer care updates, and other transactional messaging to improve the overall customer experience.
• Use CRM data and customer insights to identify trends, behaviours, and opportunities to improve campaign performance and customer engagement.
• Analyse campaign performance and customer data, producing regular reports with clear insights and recommendations.
• Support campaign testing, experimentation, and continuous optimisation across customer communications and activation activity.
• Work closely with sales, marketing, creative, and digital teams to align messaging and improve the overall customer experience.
• Help maintain, improve, and optimise the quality and structure of data within Zoho CRM.
• Apply AI tools where appropriate to improve efficiency, support content creation, enhance personalisation, and strengthen data‑led decision making.
• Maintain awareness of GDPR and PECR requirements across all CRM activity, following best practice for consent management, data handling, and customer communication preferences.

Description:

The Marketing Data Activation Executive will play a crucial role in driving customer engagement, improving onboarding, and increasing retention to directly support sales performance and revenue growth. Sitting at the heart of the marketing function, this role uses customer data, behaviour, and insight to design, build, and refine communications across the customer lifecycle, with a particular focus on onboarding, engagement, retention, reactivation, and audience activation. Working closely with the Marketing Manager, Sales Manager, and wider marketing team, you’ll help shape how we communicate with customers across their entire lifecycle - from first interaction through to long‑term loyalty. This is a hands‑on role rooted in strategy, creativity, data‑driven decision making, and commercial impact. We’re a well‑established B2B manufacturer operating in a traditional industry, but we’re actively modernising how we engage with customers. That means introducing greater intelligence, automation, and structure into both our manufacturing processes and our customer communications. Success in this role will come from using data and insight to deliver relevant, well‑timed messaging that improves engagement and sales conversions, while remaining mindful of a more traditional, relationship‑led customer base.

What You’ll Get:

• A key role shaping CRM strategy within a growing, forward‑thinking manufacturing business.
• The opportunity to directly influence onboarding, retention, and customer lifetime value.
• Hands‑on ownership of multiple CRM platforms and customer communication channels.
• A supportive, down‑to‑earth team that values ideas and initiative with plenty of opportunities for personal development.
• Opportunities to develop your skills in automation, segmentation, AI‑driven marketing, and data‑led decision making.
• Competitive salary based on experience.
• Hybrid working options.
• A proud and fun Yorkshire business culture with a strong focus on quality, service, and doing things properly.

The Necessary Skills, Qualifications and Experience include:

• Experience in CRM, email marketing, digital marketing, or customer activation, with B2B experience highly beneficial.
• Confident working with CRM platforms, with Zoho CRM experience an advantage but not essential.
• Hands‑on experience with email marketing tools such as Mailchimp or similar platforms.
• Familiarity with messaging and automation tools such as WhatsApp Business API platforms like WATI is desirable.
• Strong understanding of segmentation, automation, audience targeting, and customer lifecycle marketing.
• Comfortable working with data, reporting, and turning insight into practical action.
• A commercially minded approach with a clear understanding of how marketing activity supports sales growth and customer retention.
• Strong communication and copywriting skills with an eye for tone and detail.
• A creative eye and appreciation for good customer communication, even without hands‑on design experience.
• A proactive and curious mindset with the ability to manage multiple campaigns, projects, and deadlines.
• Naturally collaborative, with the ability to work across sales, digital, creative, and marketing functions.
• Awareness of GDPR and PECR compliance within marketing communications.
• An interest in AI tools and marketing technologies to improve effectiveness and efficiency.
• An understanding of APIs and system integrations is beneficial but not a requirement, as we have in‑house developers who support all technical builds and connectivity.