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- Tasks: Lead the CRM strategy and execution to enhance member experiences and drive retention.
- Company: The Gym Group, a fun and inclusive budget gym chain with a strong culture.
- Benefits: Hybrid work, career development, and a supportive team environment.
- Why this job: Shape the future of CRM in a fast-growing membership business and make a real impact.
- Qualifications: Extensive CRM experience, strong leadership skills, and hands-on knowledge of Salesforce Marketing Cloud.
- Other info: Join a dynamic team recognised as one of the Best Places to Work.
The predicted salary is between 48000 - 72000 £ per year.
Reporting into: Digital Trading Director
Location: Hybrid (Clapham Junction three days per week)
Here at The Gym Group we believe we are simply the best in our industry! Our amazing teams have skills, abilities and can-do attitudes that make this a great place to work. We have strong, embedded values and an easy-going culture that ensures we put our people first. We proudly embrace being fun, innovative, inclusive and engaging.
What you need to know about us:
The Gym Group is not like your average gym. To our members, we are the lowest-cost nationwide 24/7 gym with over 250 gyms and counting. To our teams, we are fun, welcoming, engaging and inclusive. We challenge our limits and push ourselves to create positive change with our goals and initiatives. Our mission is to break down barriers to fitness for all.
We’re #1 in our industry when it comes to our values, culture and people. We offer a fantastic place to work in a great culture. We have been recognised by The Sunday Times as one of The Best Places to Work, all thanks to our great leaders and bright teams. We have retained GOLD in the Investors in People award for the last six years and GOLD in wellbeing this year.
We’re a disability confident and inclusive employer – something we’re truly proud of. We provide development and growth opportunities with support for success. Having recently undertaken some huge digital projects, our plans are to keep being innovative, creative and agile in all that we do.
About the role:
You’ll own the end-to-end CRM strategy and execution for The Gym Group – shaping how members experience our brand across their entire lifecycle, from joining through to long-term loyalty and win-back. You’ll combine commercial accountability, strategic leadership and platform ownership, ensuring CRM continues to scale alongside the business and supports both day-to-day trading and rapid growth.
Key responsibilities include:
- Owning and evolving our CRM strategy across lifecycle, retention, service and commercial communications
- Leading and developing a high-performing CRM team (six people, three direct reports)
- Owning the CRM platform capability and roadmap, ensuring stability, governance and scalability as we evolve our tech stack
- Partnering closely with Product, Data Engineering and Analytics to deliver joined-up, member-first experiences
- Driving retention, revenue growth and win-back performance, with clear accountability for outcomes
- Setting CRM KPIs and measurement frameworks, including testing, incrementality and performance insight
- Acting as the senior CRM voice across the organisation, influencing strategy and decision-making at leadership level
About you:
We’re looking for a senior CRM leader who has operated in fast-paced, consumer-facing environments and understands how CRM drives real commercial value at scale. It’s likely you’ll bring:
- Extensive experience leading CRM or lifecycle marketing within a subscription, DTC or high-volume transactional business
- Proven ownership of retention, revenue and lifecycle performance – not just campaign delivery
- Deep, hands-on experience with Salesforce Marketing Cloud, including Journeys, Automations, Data Extensions and dynamic content
- Strong SQL capability, with experience writing and maintaining complex queries to build and manage segmentation and personalisation logic, support lifecycle journeys, experiments and control groups, diagnose and resolve data issues across CRM systems
- A strong understanding of subscription economics, including churn, LTV, conversion and incrementality
- Confidence partnering closely with Product, Data Engineering, Analytics and Commercial teams to deliver joined-up, member-first experiences
- A leadership style that balances strategic direction with hands-on problem-solving, especially in complex or high-pressure environments
- Experience leading CRM through platform change, migration or major data transitions is a strong advantage.
If you’re excited by the idea of owning CRM at scale in a fast-growing membership business – and shaping how nearly one million members are engaged, supported and retained every day – we’d love to hear from you.
Need assistance?
If you have a disability or condition that makes it difficult for you to complete your application online, please email your CV to [email] or alternatively call the TGG Recruitment team on [phone number] and someone will be more than happy to support you. We also want to put it out there that we actively encourage applications from a diverse demographic and we are passionate about your culture and value alignment.
Head of CRM employer: TheGymGroup
Contact Detail:
TheGymGroup Recruiting Team
StudySmarter Expert Advice 🤫
We think this is how you could land Head of CRM
✨Tip Number 1
Network like a pro! Reach out to people in the industry, especially those already at The Gym Group. A friendly chat can open doors and give you insider info that could make your application stand out.
✨Tip Number 2
Prepare for the interview by knowing your stuff! Research The Gym Group’s values and culture. Show us how your experience aligns with our mission to break down barriers to fitness – it’ll impress the hiring team!
✨Tip Number 3
Practice makes perfect! Get a friend to do a mock interview with you. Focus on articulating your CRM strategies and how they’ve driven results in past roles. Confidence is key when you’re in front of the panel!
✨Tip Number 4
Don’t forget to follow up! After your interview, send a quick thank-you email. It shows appreciation and keeps you fresh in their minds. Plus, it’s a great chance to reiterate your excitement about the role!
We think you need these skills to ace Head of CRM
Some tips for your application 🫡
Be Authentic: When you're writing your application, let your personality shine through! We want to see the real you, so don’t be afraid to show us what makes you unique and how you align with our fun and inclusive culture.
Tailor Your CV: Make sure to customise your CV for the Head of CRM role. Highlight your experience in CRM strategy and lifecycle marketing, and don’t forget to mention any hands-on work with Salesforce Marketing Cloud. We love seeing relevant experience!
Show Your Impact: We’re all about results here at The Gym Group. In your application, share specific examples of how you've driven retention and revenue growth in previous roles. Numbers speak volumes, so include those metrics where possible!
Apply Through Our Website: We encourage you to apply directly through our website. It’s the best way to ensure your application gets into the right hands. Plus, it shows us you’re keen on joining our amazing team!
How to prepare for a job interview at TheGymGroup
✨Know Your CRM Inside Out
Make sure you’re well-versed in CRM strategies, especially those relevant to subscription and high-volume transactional businesses. Brush up on your Salesforce Marketing Cloud skills, as you'll need to demonstrate your hands-on experience with Journeys, Automations, and Data Extensions.
✨Showcase Your Leadership Style
Prepare to discuss your leadership approach, particularly how you balance strategic direction with hands-on problem-solving. Think of examples where you've led a team through challenges, especially in fast-paced environments, and be ready to share how you foster a high-performing culture.
✨Understand the Numbers
Be ready to talk about key metrics like churn, LTV, and conversion rates. The Gym Group is looking for someone who can drive retention and revenue growth, so come prepared with insights on how you've influenced these metrics in previous roles.
✨Align with Their Values
The Gym Group prides itself on its culture and values. Familiarise yourself with their mission to break down barriers to fitness and think about how your personal values align with theirs. Be ready to discuss how you can contribute to their inclusive and engaging environment.
