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For Companies At a Glance
- Tasks: Plan and optimise CRM campaigns to engage and retain customers.
- Company: Join Twinkl, a dynamic business focused on education and technology.
- Benefits: Enjoy 33 days annual leave, health benefits, and a supportive culture.
- Why this job: Be part of a fun team that values diversity and personal growth.
- Qualifications: Experience in CRM campaigns and strong communication skills required.
- Other info: Opportunities for career advancement and participation in seasonal events.
The predicted salary is between 36000 - 60000 £ per year.
Overview
The Senior CRM Executive is a data-driven communicator and channel specialist, responsible for planning, building and optimising CRM campaigns across key stages of the customer lifecycle. Sitting within a UKI B2C marketing pod, this role helps deliver targeted, engaging and effective email activity that supports acquisition, retention and loyalty goals.
This is a great role for someone confident working with CRM platforms, audience segmentation and performance metrics – and who enjoys crafting clear, purposeful copy that speaks directly to educators.
Key responsibilities
- Plan and deliver CRM campaigns in line with the BAU calendar, ensuring timely and accurate execution.
- Build and schedule emails using segmentation, dynamic content and personalisation as appropriate.
- Write and adapt CRM copy for a range of purposes – from onboarding and upgrade nudges to newsletters and winback flows.
- Track campaign performance using key metrics (e.g. opens, clicks, conversions) and provide insights to guide optimisation.
- Collaborate with Segment Managers and Marketing Managers to plan campaigns that reflect pod priorities and audience needs.
- Maintain clear documentation of CRM journeys, automations and tagging, working closely with CRM and data teams.
- Support the testing and rollout of new journeys – including A/B tests, triggered flows and lifecycle messaging.
- Ensure emails are mobile-optimised, visually engaging and on-brand, coordinating with design and dev teams as needed.
- Share CRM insights and learning with the wider pod to support integrated campaign planning across channels.
Skills and Experience
- Strong experience writing and delivering CRM campaigns with measurable impact
- Good working knowledge of CRM platforms and email delivery tools (e.g. Braze, Dotdigital, Mailchimp)
- Comfortable working with data – including segmentation, UTM tracking, tagging and performance metrics
- Excellent written communication skills, with an eye for clarity, tone and user journey
- Proactive and organised, with the ability to manage multiple campaigns and deadlines
- A collaborative team player, confident working cross-functionally with content, design and data specialists
Desirable Skills and Experience
- Experience with lifecycle marketing and customer journey mapping
- Familiarity with A/B testing, automation tools and personalisation techniques
- Interest in education, classroom realities or working with educators
- Comfortable briefing in visuals or light HTML/CSS tweaks for email formatting
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.
What Twinkl offers
- 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
- 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
Seniority level
Associate
Employment type
Full-time
Job function
Marketing
Industries
Primary and Secondary Education and Technology, Information and Media
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Senior CRM Executive - UKI (B2C) employer: Twinkl Educational Publishing
Contact Detail:
Twinkl Educational Publishing Recruiting Team
StudySmarter Expert Advice 🤫
We think this is how you could land Senior CRM Executive - UKI (B2C)
✨Tip Number 1
Familiarise yourself with the CRM platforms mentioned in the job description, such as Braze and Mailchimp. Having hands-on experience or even completing online tutorials can give you a significant edge during interviews.
✨Tip Number 2
Showcase your understanding of audience segmentation by preparing examples of how you've successfully targeted different customer groups in past campaigns. This will demonstrate your ability to tailor messaging effectively.
✨Tip Number 3
Brush up on your data analysis skills, particularly around key performance metrics like open rates and conversions. Being able to discuss how you've used data to optimise campaigns will impress potential employers.
✨Tip Number 4
Network with professionals in the education sector or those who work with educators. Understanding their needs and challenges can help you craft more relevant and impactful CRM strategies, making you a stronger candidate.
We think you need these skills to ace Senior CRM Executive - UKI (B2C)
Some tips for your application 🫡
Understand the Role: Before applying, make sure you fully understand the responsibilities of a Senior CRM Executive. Familiarise yourself with CRM campaigns, audience segmentation, and performance metrics to tailor your application effectively.
Highlight Relevant Experience: In your CV and cover letter, emphasise your experience with CRM platforms and email delivery tools. Provide specific examples of successful campaigns you've managed, focusing on measurable impacts and your role in those projects.
Craft Purposeful Copy: Since the role involves writing clear and engaging copy, include samples of your writing or describe your approach to crafting effective communication. Show how you adapt your tone and style for different audiences, particularly educators.
Showcase Collaboration Skills: Mention any experience working cross-functionally with teams such as content, design, and data specialists. Highlight your ability to manage multiple campaigns and deadlines while maintaining a collaborative spirit.
How to prepare for a job interview at Twinkl Educational Publishing
✨Showcase Your CRM Expertise
Make sure to highlight your experience with CRM platforms and email delivery tools during the interview. Be prepared to discuss specific campaigns you've managed, focusing on how you used segmentation and personalisation to achieve measurable results.
✨Demonstrate Data Savvy
Since this role requires a strong understanding of performance metrics, come ready to talk about how you've tracked campaign performance in the past. Share examples of how you've used data insights to optimise campaigns and improve engagement.
✨Craft Clear and Engaging Copy
As a Senior CRM Executive, you'll need excellent written communication skills. Prepare to showcase your ability to write clear, purposeful copy that resonates with educators. Consider bringing samples of your work or discussing your writing process.
✨Emphasise Collaboration Skills
This role involves working closely with various teams, so be sure to highlight your collaborative nature. Share examples of how you've successfully worked cross-functionally with content, design, and data specialists to deliver impactful campaigns.
