Senior CRM Executive (Retention) - Global

Location: Remote UK

Hours: Full-time (37.5 hours per week)

Salary: £35,000 - £45,000 per annum

The Senior CRM Strategy Executive – Global plays a strategic and analytical role in scaling CRM retention programs across all markets. With a deep understanding of behavioural insights, automation, and lifecycle strategy, this role is pivotal in shifting CRM from single-send campaigns to fully optimised, predictive journeys that drive conversion and loyalty globally. Working within the Retention and Engagement team, this role will use data, behavioural insight, competitor research and experimentation to improve customer lifetime value, reduce churn, and maximise the commercial value provided by CRM.

Key Responsibilities:

• Develop and own the global CRM retention strategy for free trial and paying user segments.
• Design and iterate on high-impact journeys leveraging predictive behaviour, segmentation, and automation tools.
• Drive AB testing and experimentation, partnering with analytics to assess impact on CLTV, churn, and conversion.
• Align with local CRM teams to ensure global strategies are insight-informed and localised effectively.
• Integrate loyalty, reactivation, and upgrade strategies across regions using first- and third-party data.
• Collaborate with product, commercial, and local marketing to ensure CRM campaigns drive business growth.
• Build dashboards and reports that translate funnel data into actionable insight for senior leadership.
• Identify and scope improvements to CRM tools and workflows, working with Product/Tech to enhance capabilities.
• Coach and support regional CRM execution teams in delivering high-performing local variants of global strategies.

Skills & Experience:

• 4+ years in CRM, retention, or lifecycle marketing; ideally in a B2C, SaaS, or subscription model. Experience in education is beneficial, but not required.
• Strategic thinker with proven track record of improving customer lifetime value and retention through targeted CRM activity.
• Hands-on experience in automation, customer journeys, and campaign optimisation.
• Strong knowledge of CRM and marketing automation platforms (e.g., Salesforce, Braze, Iterable).
• Data fluent: comfortable analysing lifecycle stages, behavioural segments, and commercial performance.
• Confident presenting insights and influencing cross-functional stakeholders across regions.
• Familiar with global CRM challenges, including localisation, international data governance, and tooling needs.
• Google Analytics experience is required; competency in SQL would be beneficial but not required.

Attributes:

• Customer-obsessed and commercially focused.
• Data storyteller who can drive global CRM evolution.
• Comfortable operating across ambiguity, complexity, and multi-market priorities.
• Proactive, collaborative, and always looking for ways to optimise and scale.

Benefits:

In return for everything you can bring, we can offer you an exciting role in a fast-growing and dynamic business, with plenty of career opportunities. Here’s a couple of the things that make Twinkl a great place to be:

• A friendly, welcoming and supportive culture. We believe work should be fun and always put people before the process.
• Diversity, inclusion and belonging - our Employee Network Program includes working groups for LGBTQ+, People of Colour, Disabilities (visible and invisible), Women in Tech and Working Parents.
• From day 1 - Westfield Health, 33 annual leave days per year (pro-rata) inclusive bank holidays, a "Me" day each year, a charity day each year and Twinkl subscriptions.
• Quarterly company awards programme.
• Seasonal events.
• Referral scheme.
• Cervical and Prostate screening.
• Company sick pay after 3 months of service.
• After probation - cycle-to-work scheme.
• Long-term service reward - Life insurance, enhanced pension contribution, enhanced maternity pay, enhanced adoption pay and enhanced paternity pay, long service award, long service annual leave.