CRM & Customer Lifecycle Manager

B2B Multisite Business | Cambridgeshire | Hybrid | Permanent

The Opportunity

We are partnering with a large, established B2B multisite organisation to appoint a CRM & Customer Lifecycle Manager.

Operating across an extensive network of locations and serving a broad and diverse customer base, the business is continuing to invest in its digital, data and customer capabilities.

This appointment will play an important role in developing how the organisation communicates with, engages and retains its customers across the full lifecycle.

This is a commercially focused CRM role combining strategy with hands-on delivery.

The successful individual will take ownership of CRM activity, developing more sophisticated approaches to segmentation, personalisation, automation and lifecycle marketing.

The objective is clear: use customer data and technology more effectively to increase engagement, improve retention, encourage repeat purchasing and ultimately grow customer lifetime value.

This would suit someone who enjoys working within a complex B2B, multisite or omnichannel organisation, where CRM needs to connect digital activity with a wider commercial and customer strategy.

The Role

Reporting into the senior marketing leadership team, you will help define and deliver the CRM and customer lifecycle strategy across the business.

You will take a data-led approach to understanding different customer groups, their behaviours and their needs, translating those insights into relevant communications and customer journeys.

Key responsibilities will include

• Developing and delivering the

CRM and customer lifecycle strategy across the organisation.

• Taking ownership of customer segmentation and identifying opportunities to create increasingly targeted and personalised communications.
• Mapping and improving journeys across the full customer lifecycle, from acquisition and onboarding through to engagement, retention, reactivation and loyalty.
• Planning and delivering multichannel CRM campaigns that support wider marketing and commercial objectives.
• Developing automated customer journeys based on behaviours, purchasing patterns, engagement and other relevant customer signals.
• Managing the CRM campaign calendar and coordinating activity with marketing, digital, ecommerce and commercial stakeholders.
• Using customer and transactional data to identify opportunities to improve engagement, frequency, retention and customer value.
• Establishing a structured test-and-learn programme , continually testing messaging, audiences, journeys, timings and propositions.
• Monitoring CRM performance and producing clear reporting around campaign effectiveness and commercial impact.
• Translating data and campaign results into practical recommendations for future activity.
• Taking day-to-day ownership of the CRM / marketing automation platform and helping the business maximise its capabilities.
• Working with internal data and technology teams to maintain data quality and improve integrations between relevant systems.
• Ensuring CRM activity follows appropriate data protection, consent and compliance requirements.
• Managing external agencies, technology partners or other suppliers where required.
• Working collaboratively across a multisite organisation , ensuring central CRM strategy supports the needs of different customer groups, locations and commercial teams.
• The Candidate

We are looking for an experienced CRM, lifecycle marketing or customer engagement professional who can combine strategic thinking with hands-on execution.

You are likely to have worked within a B2B, multisite, retail, trade, ecommerce or similarly complex customer environment and understand how CRM can influence commercial performance rather than simply being a communications channel.

You should be comfortable working with significant customer datasets and using insight to determine who to target, when to communicate and how journeys should differ between customer segments.

The successful candidate is likely to demonstrate

• Strong experience within CRM, e CRM, lifecycle marketing, retention or customer engagement.
• Experience working within a B2B and/or multisite business environment.
• A strong understanding of customer lifecycle management, segmentation and personalisation.
• Experience designing and implementing automated CRM journeys.
• Hands-on knowledge of a recognised CRM or marketing automation platform such as Bloomreach, Salesforce, Braze or similar.
• Experience delivering multichannel campaigns and managing campaign calendars.
• Strong analytical capabilities and confidence interpreting customer and campaign data.
• Evidence of using CRM activity to deliver measurable commercial outcomes.
• A good understanding of retention, repeat purchase, frequency and customer lifetime value.
• Experience developing testing and optimisation programmes.
• The ability to work effectively with marketing, digital, ecommerce, commercial, data and technology teams.
• Strong stakeholder management skills, particularly within a complex or decentralised organisation.
• A practical, hands-on mentality alongside the ability to think strategically.

Experience within trade, distribution, building products, retail or another branch/location-led B2B organisation would be particularly relevant, although specific sector experience is not essential.

What Makes This Opportunity Interesting

This isn't simply a role focused on sending CRM campaigns.

The successful individual will have the opportunity to influence how a substantial B2B organisation develops its approach to customer data, lifecycle marketing and personalised engagement.

There is considerable scope to improve how customer information is used across the business and to build increasingly sophisticated journeys that connect marketing activity with genuine commercial outcomes.

For someone coming from a CRM environment where they have already demonstrated what good looks like, this represents an opportunity to bring that experience into a large-scale, multisite business and make a visible impact.

Location & Working Pattern

The business supports flexible working, although candidates should be comfortable spending time with colleagues and stakeholders in the office when required.

• Permanent | Full-time
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