Senior CRM Manager in Maidenhead

We are looking for a Senior CRM Manager to own and lead the contact strategy across the retail and digital customer base, ensuring all personalised communications (email, SMS, direct mail, door drops, push notifications, live chat and outbound telemarketing) are aligned to commercial objectives and customer needs.

Take ownership of the delivery, optimisation and continuous evolution of the CRM strategy, including but not limited to:

• Defining and driving the automation roadmap across key customer lifecycle journeys, ensuring robust measurement frameworks are in place to assess performance against agreed KPIs.
• Leading CRM support for the annual product, promotional and commercial calendar, ensuring activity is prioritised according to customer and commercial impact.
• Owning the CRM support plan for rewards, loyalty and omni-channel propositions, identifying opportunities to increase engagement, retention, visit frequency and customer value.
• Identifying, delivering and scaling transactional and behavioural campaigns which drive measurable improvements in commercial performance and customer engagement, while proactively identifying automation opportunities.

Lead and develop a team of CRM professionals, ensuring clear objectives, regular coaching, development plans and performance expectations are in place to build a high-performing CRM function. Own CRM performance measurement, working closely with Analytics to ensure all activity is designed, measured and evaluated through a structured test, learn and refine framework. Lead the development and optimisation of segmented end-to-end customer lifecycle programmes across retail and digital channels.

Ensure all CRM activity is focused on delivering measurable improvements in key business metrics including:

• Active customers
• Visit frequency
• Revenue and ARPU
• Retention
• Reactivation
• Cross-sell
• Customer Lifetime Value (LTV)

Own and continuously develop a structured CRM testing roadmap, driving experimentation across targeting, incentives, journeys, content, timing and personalisation to improve customer and commercial outcomes. Lead CRM performance reviews, providing clear insight and recommendations on:

• What performed well
• What did not perform well
• Why outcomes occurred
• What actions should be taken next

Support ownership of retention investment and incentive budgets, ensuring expenditure is directed towards initiatives that deliver the strongest commercial return. Work closely with Product Marketing and Commercial teams to optimise incentive strategies and promotional investment, ensuring activity delivers the desired customer behaviours and measurable commercial outcomes.

Take ownership of key supplier relationships and agency management, ensuring activity is delivered to a high standard, on time and within budget. Lead the development of CRM messaging, customer proposition communication and campaign briefs, ensuring all activity is aligned with the wider brand, commercial and performance marketing strategy.

Partner with Digital, Product, Analytics, Data Science, Transformation and Commercial teams to identify opportunities to improve customer journeys, personalisation, customer experience and campaign effectiveness. Work closely with the optimisation and digital teams to maximise customer opt-in rates, customer engagement and channel effectiveness.

Own segmentation strategy and targeting frameworks, ensuring customers receive relevant communications, incentives and experiences at the appropriate stage of their lifecycle. Champion the adoption of modern CRM capabilities, including Bloomreach functionality, automation, behavioural triggers, personalisation, dynamic content, Data Science and AI-driven optimisation.

Identify and evaluate new CRM opportunities, technologies and innovations that improve customer experience and differentiate the brand from competitors. Take overall accountability for CRM quality standards, including campaign sign-off, quality assurance processes and customer experience across all communication channels.

Represent CRM performance within key marketing and commercial forums, presenting results, learnings, recommendations and future priorities to senior stakeholders. Ensure all CRM activity complies with relevant regulatory, compliance and GDPR requirements.

Qualifications

You will be data driven with an unrelenting focus on customer value. Experience of interpreting data learnings into insightful campaign execution. Demonstrates clear leadership and establishes a positive and collaborative relationship with all stakeholders and takes accountability and ownership for the function. Demonstrates sense of passion and pride about own work. Inspires passion and excitement around shared goals, promoting environment of achievement. Ability to identify and prioritise stakeholders, build strong relationships, and tailor communication to meet the stakeholders' needs. Proven experience of decisive influencing at all levels of the organisation and cross-functionally, and of providing clarity and insight to complex discussions and debates in order to achieve resolution and understanding. Experience with Adobe Campaign or other large scale ESP delivering complex automation flows. Basic technical HTML or SQL knowledge. Excellent Excel skills.