CRM Executive

Location: 1-2 days in our support centre per week. We don’t just sell products. We inspire reading, learning, creativity and play. The Works literally means everything. And whatever your story or background, we’re all about unlocking imagination and making creativity accessible to everyone. Whether you’re engaging with customers on the frontline or supporting our colleagues behind the scenes, your impact can be profound and far-reaching. This is more than toys and books and art supplies. This is about inspiring people to read, learn, create and play. So, with the right passion, it all starts with you.

As a CRM Executive reporting into our CRM & Insights Manager, you will play a key role in bringing The Works customer strategy to life through engaging, inspirational and content‑led email communications. With our website now non‑transactional, this role is focused on evolving email from a product‑led channel into one that gives customers ideas, inspiration and compelling reasons to visit our stores and stay connected with our brand. You will work closely with teams across Brand, Creative, Buying and Merchandising to deliver timely, relevant and on‑brand campaigns that support the trading calendar, key customer missions and wider business priorities.

Your Mission:

• Help shape a more inspirational, content‑led email programme that reflects our non‑transactional website model and encourages customers to visit stores.
• Plan and schedule campaigns around trading priorities, key customer missions, seasonal moments and wider business objectives, ensuring every send feels relevant, purposeful and valuable.
• Create, build and optimise broadcast and automated email campaigns using our ESP, helping evolve the channel from product‑led sends to more curated, editorial‑style storytelling.
• Drive acquisition through onsite email capture overlay and lead generation initiatives that support CRM database growth and future customer engagement.
• Work closely with Brand, Creative, Buying and Merchandising teams to brief and deliver campaigns with a clear role, strong content hierarchy and a distinct point of difference for the email channel.
• Working with our Customer Data & Insights Executive, use campaign and customer performance data to identify trends, support A/B testing and continuously improve engagement, creative effectiveness and overall channel performance.
• Review performance at both individual email and wider campaign level, feeding back key product and campaign insights to relevant stakeholders and applying learnings to improve future activity.

Skills/Behaviours That Will Set You Apart:

• Previous experience in CRM, email marketing or digital marketing, with hands‑on use of an ESP.
• Strong organisational skills, with the ability to manage schedules, priorities and multiple campaigns in a fast‑paced trading environment.
• Commercial awareness, with an understanding of how CRM can support store footfall, retention and loyalty in a content‑led environment.
• A passion for creativity and storytelling, with strong copywriting skills to brief and shape engaging content, helping give the email channel a clear point of difference.
• A test‑and‑learn mindset, with an interest in using data and A/B testing to continuously improve campaign performance.
• A proactive, positive approach and the ability to communicate effectively while contributing confidently within a collaborative team.
• Passionate about The Works, our customers and creating content that inspires customers to engage with the brand and visit our stores.

Our PERKS really are ‘The Works’:

• 25% Colleague Discount! – Plus, exclusive Double Discount days!
• MyWorks – Access exclusive online discounts across hundreds of retailers, holidays, utilities deals, tech and more.
• Family Friendly Leave – Enjoy some time well spent with enhanced maternity, paternity and adoption pay.
• Holiday – 33 days including bank holidays.
• Holiday Purchase – Purchase an additional 5 days.
• Can-Do Academy – Grow your skills and career with instant access to further training and development in areas that interest you.
• Stream – Claim early access to 50% of your wages as you earn them – for when ‘life’ happens!
• Share Scheme – Unleash your inner Monopoly mogul and own a piece of The Works!
• 24/7 support for you and your family – Through our partnership with the Retail Trust who provide an Employee Assistance Programme and so much more!
• Healthcare Cash Plan – To support your everyday healthcare costs.
• And loads more! – Long Service Awards, pension, life assurance, Cycle to Work and optional charity giving.