CRM & Digital Engagement Lead

Location: Apple Corps Head Office, Ovington Square, London

Working pattern: 4 to 5 days per week expected in the office

About the opportunity

Apple Corps Ltd. was founded in 1968 to oversee The Beatles’ creative and business interests. It initially served as the new outlet for The Beatles’ own recordings as well as the music of a wide-ranging roster of artists. Apple Corps’ mission celebrates artistry in an inclusive, creative environment. Since its inception, the company has encompassed music, publishing, merchandise, electronic and film enterprises.

This is a rare opportunity to work at the intersection of music, culture, creativity, commerce and fan experience. The Beatles remain one of the most important and influential creative forces in the world, with a legacy that continues to inspire fans across generations. This team will create exceptional products, experiences and customer journeys for Beatles fans globally.

Role purpose

The Digital Customer Engagement Executive will be responsible for managing customer data, delivering targeted CRM activity and supporting customer retention across digital channels. This role blends analytical insight with hands-on campaign execution, ensuring personalised, high-impact communications that strengthen loyalty, increase customer lifetime value and enhance the fan experience.

Key responsibilities

• Customer data management
  • Maintain, update and organise the customer database.
  • Ensure accurate records of purchases, preferences, behaviours and engagement history.
  • Support high standards of data quality, consent management and customer record accuracy.
• Customer segmentation
  • Analyse customer behaviour to build meaningful segments, including VIP customers, new customers, at-risk customers, lapsed customers, and high-value customers.
  • Use segmentation to enable targeted, relevant and effective CRM communication.
• Email and direct marketing campaigns
  • Plan, build and execute CRM campaigns, including newsletters, product launches, promotions, event invitations, and fan engagement communications.
  • Manage campaign content, scheduling, testing, quality assurance, deployment and performance reporting.
• Lifecycle marketing
  • Create and optimise automated customer journeys, including welcome sequences, post-purchase follow-ups, re-engagement campaigns, win-back journeys, birthday communications, and loyalty-led messaging.
  • Optimise journeys for engagement, conversion, retention and customer experience.
• Loyalty and retention programmes
  • Support the development and management of loyalty schemes, membership programmes or reward-based initiatives.
  • Encourage repeat purchases and deepen customer connection.
  • Identify opportunities to improve customer lifetime value and fan engagement.
• Customer insights and reporting
  • Analyse CRM and campaign data to understand customer behaviour, campaign performance, channel effectiveness, customer lifetime value, and retention opportunities.
  • Provide clear insights and recommendations to improve targeting, content, timing, customer experience and commercial performance.
• Personalisation strategy
  • Use customer data to personalise communications, product recommendations and digital experiences.
  • Support a right message, right channel, right moment approach to customer engagement.
  • Help build more meaningful and relevant fan journeys.
• Platform management
  • Manage CRM and marketing automation platforms.
  • Ensure accurate setup, tagging, tracking, segmentation and campaign governance.
  • Work with relevant teams to maintain platform integrity and effective customer data flows.
• Cross-channel integration
  • Coordinate CRM activity across email, SMS, app, online store, retail point of sale, and social channels.
  • Support a unified and consistent customer journey across relevant touchpoints.
• Compliance and data protection
  • Ensure all CRM activity meets GDPR and internal data privacy standards.
  • Manage consent, opt-outs, customer preferences and secure data handling.
  • Ensure customer communications are responsible, compliant and respectful.

Key skills and experience

• Customer and data expertise
  • Strong analytical skills.
  • Ability to interpret customer behaviour, engagement signals and transactional data.
  • Ability to build meaningful audience segments using behavioural, demographic and purchase data.
  • Confidence producing insights that influence targeting, content strategy, retention and customer value growth.
• CRM and campaign execution
  • Experience planning, building and deploying CRM campaigns.
  • Experience across email, SMS, app push or other digital channels.
  • Comfortable running test-and-learn approaches, including A/B testing and multivariate testing where relevant.
  • Understanding of automated lifecycle journeys, including onboarding, reactivation and retention workflows.
• Personalisation and targeting
  • Understanding of personalisation principles and customer-level KPIs.
  • Ability to support relevant communications across channels.
  • Experience supporting dynamic content, data-driven recommendations and targeted customer journeys.
• Platform and technical skills
  • Experience using CRM or marketing automation platforms.
  • Understanding of tagging, tracking, data capture, segmentation and platform governance.
  • Comfortable working with dashboards, customer data platforms and reporting tools.

Experience requirements

• Experience in CRM, digital marketing, customer engagement, lifecycle marketing or retention marketing.
• Practical experience managing CRM campaigns from brief to build, deployment and analysis.
• Experience using CRM or marketing automation platforms.
• Demonstrable experience using customer segmentation and behavioural targeting.
• Experience creating or optimising automated customer journeys, such as welcome, reactivation or post-purchase campaigns.
• Experience analysing engagement data and converting insights into practical recommendations.
• Experience working in multi-channel marketing environments, including email, SMS, app, web or social.
• Strong understanding of GDPR, consent capture and preference management.

Desirable experience

• Experience working in retail, ecommerce, music, entertainment, lifestyle, hospitality or fan engagement environments.
• Familiarity with customer data platforms or journey orchestration tools.
• Knowledge of loyalty programmes or reward-based customer models.
• Experience working with test-and-learn frameworks and incremental value measurement.

Just So You Know... The company presents this job description as a guide to the major areas and duties for which the jobholder is accountable. However, the business operates in an environment that demands change and the jobholder's specific responsibilities and activities will vary and develop. Therefore, the job description should be seen as indicative and not as a permanent, definitive, and exhaustive statement.