Location: Cirencester, Gloucestershire
Working Pattern: Full-time, Permanent
Hybrid Working: Minimum 60% office-based in Cirencester
Salary: £42,000–£48,000 per annum, dependent on experience
Reporting to: Marketing Director (but serving the whole business)
Role Purpose
The CRM & Customer Insights Manager will play a pivotal role in helping Steppes Travel maximise the value of its customer database and marketing activity.
Working across Marketing, Sales and the wider business, the successful candidate will develop a sustainable CRM and customer segmentation strategy that enables more personalised communication, improves marketing effectiveness and supports business development.
The role combines customer insight, CRM management and commercial analysis to identify opportunities that improve customer acquisition, retention and lifetime value. It also helps the business better understand marketing performance and attribution, ensuring future marketing investment is informed by robust, practical insight.
Over time, the successful candidate will become the custodian of Steppes Travel’s customer intelligence, developing a deep understanding of our customers, championing data quality and integrity, and ensuring customer insight becomes a strategic asset that informs decision-making across the business.
This is a hands‑on role suited to someone who enjoys turning information into action and helping a business grow through a better understanding of its customers.
Key Responsibilities
CRM Strategy & Customer Intelligence
- Develop and continually improve Steppes Travel’s CRM strategy.
- Ensure customer data is accurate, well‑structured, secure and commercially valuable.
- Champion best practice in CRM usage, data governance and customer data management.
- Serve as the trusted custodian of the company’s customer intelligence, protecting and enhancing this strategic asset.
- Collaborate with colleagues to improve data capture, consistency and quality across all customer touchpoints.
Customer Segmentation & Insight
- Develop and maintain meaningful customer segmentation models.
- Analyse customer behaviour, booking history and engagement patterns.
- Identify opportunities to improve customer acquisition, retention, repeat business and lifetime value.
- Create customer profiles that support personalised marketing and business development.
- Refine segmentation strategies as customer behaviour and business priorities evolve.
Marketing Performance & Attribution
- Analyse the effectiveness of marketing activity across all channels.
- Develop practical reporting that improves understanding of marketing contribution and attribution.
- Identify trends, opportunities and areas for optimisation.
- Support the Marketing Director with insight‑led recommendations that inform future strategy and investment.
Reporting & Commercial Insight
- Produce clear, sustainable reporting for the Marketing Director and senior leadership team.
- Develop dashboards and reporting tools that provide meaningful commercial insight.
- Translate complex information into practical recommendations that support business decisions.
- Identify emerging customer trends and commercial opportunities through data analysis.
- Improve reporting efficiency through automation and continuous improvement where appropriate.
Cross‑functional Collaboration
- Work closely with Marketing, Sales, Finance, Operations and other departments to support wider business objectives.
- Provide analytical support for strategic projects and business initiatives.
- Promote a culture of evidence‑based decision making throughout the organisation.
- Ensure customer insight informs planning and decision‑making across the business.
Skills & Experience
Essential
- Experience managing CRM platforms and customer data.
- Demonstrable experience developing customer segmentation strategies.
- Strong commercial awareness with the ability to translate insight into practical business action.
- Excellent analytical and problem‑solving skills.
- Strong SQL skills, including the ability to write, troubleshoot and optimise queries.
- Experience working with relational databases, ideally Microsoft SQL Server.
- Advanced Microsoft Excel skills.
- Experience producing management reporting and business dashboards.
- Excellent communication and presentation skills.
- Ability to manage multiple priorities and work independently.
- High attention to detail and commitment to data accuracy.
Desirable
- Experience using HubSpot.
- Experience with Power BI or similar business intelligence tools.
- Understanding of marketing attribution and campaign performance analysis.
- Experience within the travel, hospitality or luxury sectors.
- Knowledge of customer lifecycle marketing and marketing automation.
Working Relationships
- The CRM & Customer Insights Manager reports directly to the Marketing Director.
- The role has full responsibility for managing its own workload, priorities and delivery but does not include direct line management responsibility.
- Success in the role will depend upon building strong collaborative relationships across Marketing, Sales, Finance, Operations and the wider business, ensuring customer intelligence becomes central to commercial decision‑making and development of customer experience.
Personal Attributes
- Commercially minded with a genuine interest in customer behaviour.
- Curious, analytical and naturally inquisitive.
- Organised with excellent attention to detail.
- Confident communicator who can present complex information in a clear and engaging manner.
- Collaborative, approachable and able to influence colleagues across the business.
- Self‑motivated with a proactive approach to continuous improvement.
- Passionate about using customer insight to drive business success.
Success Measures
Success in this role will be demonstrated through:
- Recognition as custodian of Steppes Travel’s customer intelligence.
- Implementation of a sustainable and commercially valuable customer segmentation strategy.
- Improved quality, consistency and governance of customer data.
- Better understanding of customer behaviour, engagement and lifetime value.
- Increased effectiveness of marketing activity through improved targeting and customer insight.
- Clear, trusted reporting that supports commercial and strategic decision‑making.
- Greater confidence across the business in using customer intelligence.
- Identification of commercially valuable opportunities that contribute to sustainable business growth and profitability.
Terms and Conditions
- Hours of work are 09:00 – 17:30 Monday to Thursday, 09:00 – 17:00 Friday, and occasionally over weekends and evenings (e.g., if attending supplier and trade events as required).
- Paid holidays – up to 33 days (including 8 bank holidays).
- Up to two days a week working from home.
- Pension, private healthcare and travel insurance – contributory after a six‑month probationary period.
- Full‑time position at 37.5 hours.
