CRM Lead - Membership Engagement Marketing New United Kingdom

ABOUT TIDE

At Tide, we help SMEs save time and money in the running of their businesses by not only offering business accounts and related banking services, but also a comprehensive set of highly usable and connected administrative solutions, from invoicing to accounting. Tide is transforming the small business banking market and now supports over 2 million members globally across the UK, India, Germany and France. Using advanced technology, all solutions are designed with SMEs in mind. With quick onboarding, low fees and innovative features, we thrive on making data driven decisions to serve our mission: to help SMEs save time and money so they can get back to doing what they love.

ABOUT THE TEAM

Member Engagement’s role within Tide is to help our members discover the right products to ensure they save time & money. We do this by telling the right story, to the right member, at the right time, in the right place. We move fast, with a depth of personalisation and automation. We use brilliant, engaging, and relevant content displayed to our members across an ever‑increasing media estate, utilising live data flows and AI decision models. The end goal is driving increased and measurable impact to subscription revenue, engagement, and paid product usage across the UK and EU.

ABOUT YOU

As a CRM Lead – Paid Plans, you’ll take the ‘big picture’ for our paid plan subscription tiers, identify migration trends within it, and break it down to define the required actions to deliver an ambitious growth plan around our core revenue generating activity. The key focus of this role is to drive paid plan adoption, upsell existing members, and retain subscribers across UK and EU markets, continually communicating the value and encouraging long‑term subscription loyalty. You’ll own the subscription contact strategy and lifecycle planning process while enabling, developing, and motivating your team to deliver a first‑class automation and personalisation programme. This will incorporate multiple marketing channels and touchpoints, with the end goal to engage, nudge, and nurture our members into the right paid plan for their business.

WHAT YOU’LL BE DOING

• Setting and launching the campaign strategy across paid plan upgrades, onboarding, and subscription retention.
• Enabling your team by setting clear direction and clearing any roadblocks that may occur.
• Providing coaching and direction, and taking pride in supporting your team in their development.
• Monitoring, reporting, and presenting on subscription KPIs, upgrade conversion rates, ARR impacts, and campaign performance to Tide senior management and wider stakeholders.
• Supporting the team with building, executing, and optimising campaign workflows tailored to different subscription cohorts.
• Defining a full testing and personalisation roadmap to optimise the paid plan conversion funnel and reduce subscription churn.
• Supporting finance forecasting across Tide's strategic modes of discovery and premium tier growth.
• Managing stakeholder relationships and supporting strategic thinking across Accession marketing, Engagement marketing, Marketing Analytics, and premium product development.
• Driving wider cross‑CRM best practice.

YOU’LL BE A GREAT FIT IF

• An enthusiastic approach to marketing within high growth scale‑ups, backed by at least eight years of professional experience.
• A demonstrated history of success in CRM and subscription growth, leveraging sophisticated automation and cross‑channel personalisation to drive measurable uplifts in premium tier revenue and member lifetime value.
• A data‑driven mindset with the ability to translate complex trends into actionable insights, reporting on core subscription KPIs, churn metrics, and market standards.
• Exceptional communication skills, with the capacity to influence stakeholders at every level while championing the value of our paid plan memberships.
• Highly organised with a focus on operational speed and a genuine commitment to leading and developing people.
• Previous exposure to SaaS, fintech, or b2b is considered a significant advantage.
• Practical knowledge of Salesforce Marketing Cloud and Looker is highly desirable.

WHAT YOU’LL GET IN RETURN

• Vitality Health Insurance, with a proactive focus on mental and physical wellbeing.
• Hundreds of perks and discounts through Vitality Health Insurance (fitness watches, Waitrose cashback, gym membership etc.)
• 24/7 Employee Assistance Programme.
• 25 days holiday with the ability to buy extra days.
• Professional L&D budget per year.
• Referral bonus when you bring your friends to join Tide.
• Access to ‘salary sacrifice’ benefits such as Cycle to Work scheme and pension contribution.
• Spacious brand new office in Liverpool street with an all‑day snacks bar.
• Enhanced family‑friendly leave.
• 24 hours paid volunteering time off per year.
• Flexible work from home or at the office arrangements.
• Monthly team socials (we’ve had themed bingo, online cocktail making sessions, wellbeing questions challenges and themed virtual pub quizzes).
• Sabbatical leave.

TIDE IS A PLACE FOR EVERYONE

At Tide, we believe that we can only succeed if we let our differences enrich our culture. Our Tideans come from a variety of backgrounds and experience levels. We consider everyone irrespective of their ethnicity, religion, sexual orientation, gender identity, family or parental status, national origin, veteran, neurodiversity or differently‑abled status. We celebrate diversity in our workforce as a cornerstone of our success. Our commitment to a broad spectrum of ideas and backgrounds is what enables us to build products that resonate with our members’ diverse needs and lives. We are One Team and foster a transparent and inclusive environment, where everyone’s voice is heard.