Digital Campaigns & CRM Officer

HOW TO APPLY

You must complete our official application form. In line with Keeping Children Safe in Education (KCSIE) and our safeguarding procedures, we are unable to accept CVs in place of a completed application form. Applications submitted without a fully completed application form will not be considered for the role.

ABOUT THE OUTDOORS GROUP

The Outdoors Group is a ten-year strong, pioneering, ‘for purpose’ organisation primarily based in the county of Devon, providing opportunities for children, young people, and adults to access education, training, and fun experiences in outdoor settings. We are all about creating a fun and fantastic place to work with a strong emphasis on work-life balance as part of a community of like-minded people, focusing on providing excellent development opportunities for all our learners and staff. Leading in our market, we have heaps of knowledge, enthusiasm, and a strong vision about who we are and where we’re going…. come and join us on the journey!

For all our roles, a DBS and reference checks are required. The Outdoors Group Ltd is committed to the safeguarding of all staff, children, young people and vulnerable adults involved in its activities and in promoting their welfare.

Job Description

Reporting To

Marketing Manager

Purpose of the Role

The Digital Campaigns & CRM Officer plays a key role in driving digital marketing performance, customer engagement and lead generation across The Outdoors Group and its subsidiaries.

Operating within a Group Shared Services model, the postholder will be responsible for the development and delivery of CRM strategy, customer communications, marketing automation, digital campaigns, website optimisation and marketing insight. The role combines strategic thinking, analytical capability and strong communication skills to ensure marketing activity generates measurable engagement, enquiries, conversions and stakeholder outcomes.

Working across multiple brands, services and stakeholder groups, the role will use customer data, market intelligence and performance insights to identify opportunities, improve customer journeys and deliver effective communications that drive engagement, retention, conversion and growth.

Key Responsibilities

CRM & Customer Journey Management

• Lead the development, management and continuous improvement of the Group’s CRM platforms.
• Develop and maintain customer journeys, lead nurturing workflows and marketing automation processes.
• Manage audience segmentation, customer databases and communication preferences.
• Develop lead scoring frameworks and customer engagement strategies.
• Ensure GDPR-compliant management of customer and marketing data.
• Support the implementation of CRM best practice across all Group brands.
• Create and maintain customer communication plans aligned to business objectives.
  

Customer Communications & Email Marketing

• Plan, create and deliver CRM campaigns that support customer engagement, retention and growth.
• Write, develop and distribute customer email campaigns, newsletters and automated communications.
• Ensure communications are targeted, relevant and aligned to audience needs.
• Monitor engagement metrics and use customer insight to improve future communications.
• Develop communication journeys that support stakeholder acquisition, onboarding and retention.
  

Digital Campaign Management

• Develop and implement digital campaign strategies aligned to organisational objectives.
• Manage and optimise paid digital advertising campaigns.
• Support customer acquisition and retention initiatives across multiple brands.
• Monitor campaign performance and return on investment.
• Operate within campaign budgets and recommend improvements based on performance insights.
• Conduct A/B testing and campaign optimisation activities to improve outcomes.
  

Website Optimisation & Digital Performance

• Manage and optimise website content and user journeys across the Group.
• Lead SEO and Generative Engine Optimisation (GEO) activities to improve discoverability across search engines and AI-powered search experiences.
• Develop and optimise landing pages that support engagement and conversion objectives.
• Monitor website health, accessibility and user experience.
• Conduct website audits and recommend improvements.
• Analyse website performance, user behaviour and conversion data.
• Manage performance tracking, attribution models and conversion optimisation activities.
  

Marketing Insight & Performance Analysis

• Feed into Group marketing performance dashboards and reporting frameworks.
• Produce monthly, quarterly and campaign-specific performance reports.
• Analyse CRM, website and campaign performance data.
• Identify trends, risks, opportunities and areas for improvement.
• Provide actionable recommendations to the Marketing Manager and wider leadership team.
• Monitor key performance indicators and support evidence-based decision-making.
  

General

• Attend marketing events as required

Essential Skills & Experience

• Strong understanding of customer journey mapping, audience segmentation and marketing automation.
• Experience developing, delivering and optimising email marketing campaigns and customer communication journeys.
• Excellent copywriting and communication skills with the ability to tailor messaging to different audiences and stakeholder groups.
• Experience analysing marketing performance data and translating insight into actionable recommendations and measurable improvements.
• Experience using Google Analytics 4 & Search Console, CRM reporting tools and digital performance dashboards.
• Demonstrable ability to undertake competitor analysis, market research and audience insight activities to identify trends, opportunities and areas for improvement.
• Strong understanding of CRM, digital marketing, customer engagement and emerging technologies, including AI-enabled marketing tools, SEO, Generative Engine Optimisation (GEO) and evolving search technologies.
• Ability to identify opportunities to increase brand visibility, stakeholder engagement and market reach through insight-led marketing activity, partnerships, networks and industry engagement.
• Knowledge of current best practice and emerging trends in digital marketing, customer communications, CRM and stakeholder engagement.
• Good practical knowledge of WordPress and web maintenance

Desirable Skills & Experience

• Experience using CRM platforms such as HubSpot, Salesforce or equivalent.
• Google Ads experience.
• Experience of conversion rate optimisation (CRO).
• Experience using Looker Studio or equivalent reporting tools.
• Experience working within a multi-brand or Group structure.
• Experience within education, childcare, charitable or not-for-profit sectors.

Personal Attributes

• Strategic and commercially aware.
• Analytical and data-driven.
• Excellent communicator.
• Proactive and solution-focused.
• Collaborative and relationship-oriented.
• Naturally curious and committed to continuous learning.
• Strong attention to detail.
• Able to balance creativity with evidence-based decision-making.

Success in the Role

Success will be demonstrated through:

• Improved CRM performance and stakeholder engagement.
• Effective customer journeys and marketing automation workflows.
• Increased lead generation and conversion rates.
• Strong website performance, visibility and user experience.
• Insight-led recommendations that improve marketing effectiveness.
• High-quality customer communications that deliver measurable outcomes.
• Increased brand awareness, engagement and stakeholder retention across the Group.

Line Management

No direct line management responsibility initially.