CRM & Personalised Marketing Manager in Leeds

For more than 160 years, Yorkshire County Cricket Club has shaped the game and hosted some of cricket’s most iconic moments. As one of the most successful and recognisable clubs in world cricket, Yorkshire holds a unique place in the sport’s history. Through Chasing Glory: 2026–2036, Yorkshire is entering an exciting new era — a long-term strategy focused on returning the Club to the top of the game, strengthening our connection with communities across the county, reenergising Headingley, and building a Club that can thrive for generations to come.

The Marketing function sits at the heart of Yorkshire’s commercial growth strategy, driving audience engagement and revenue across cricket and non-cricket activity. Through integrated campaigns, targeted CRM, digital engagement, and performance marketing, the team converts brand attention into measurable outcomes. The CRM function maximises acquisition, retention, and long-term customer value, creating seamless journeys from initial discovery through to purchase and loyalty.

The CRM & Personalised Marketing Manager will own and drive the Club’s CRM and lifecycle strategy, directly influencing revenue performance, yield optimisation and fan lifetime value. This role is responsible for growing and monetising Yorkshire’s contactable audience, embedding segmentation and insight into every campaign, and ensuring that data informs commercial decision‑making across ticketing, membership, hospitality and partnerships. You will position CRM at the heart of the Club’s commercial model – driving measurable growth in acquisition, retention, conversion and revenue.

This is a pivotal hire at the centre of Yorkshire’s commercial transformation. The successful candidate will shape how the Club grows, segments and monetises its audience – directly impacting revenue across ticketing, membership and hospitality. For a digitally driven growth marketer, this is an opportunity to take ownership of a core commercial function within one of the most influential cricket clubs in the game.

• Develop and execute a CRM strategy that drives revenue, conversion, and database growth across cricket and non-cricket activity.
• Optimise ticketing, membership, and hospitality performance, increasing customer lifetime value through structured lifecycle marketing.
• Grow and segment the Club’s contactable database to improve targeting, personalisation, and supporter engagement.
• Translate supporter insight into actionable campaigns and commercial outcomes.
• Lead end-to-end integrated marketing campaigns, from concept and messaging to multi‑channel activation across email, SMS, social, app, and web.
• Design, manage, and optimise automated customer journeys to maximise acquisition, conversion, and retention.
• Own the lifecycle and campaign calendar across competitions, memberships, and wider group initiatives.
• Track and report KPIs including revenue attribution, engagement, conversion, and database value to senior leadership.
• Use insight and testing to continuously refine campaign creative, targeting, and channel performance.
• Oversee CRM platform performance and marketing automation, supporting data infrastructure evolution and digital product development.
• Collaborate across commercial teams and group subsidiaries to deliver integrated marketing activity and support sponsorship activation.
• Ensure all CRM activity complies with GDPR, data governance standards, and best practice.

• Proven experience in a CRM, lifecycle or growth marketing role with demonstrable revenue impact across the full marketing funnel (acquisition, conversion, retention and reactivation).
• Strong hands‑on experience with CRM platforms, marketing automation tools and multi‑channel campaign activation.
• Experience leading creative development and integrated marketing campaigns, ensuring brand consistency and performance optimisation.
• Commercially minded, able to link data insight to pricing, yield strategy and measurable revenue outcomes.
• Proven track record of building and optimising segmentation, personalisation and lifecycle frameworks.
• Strong analytical capability with the ability to interpret performance data and translate insight into actionable growth strategies.
• Experience managing agencies and digital suppliers, driving accountability and performance delivery.
• Clear understanding of GDPR and data compliance in data‑led marketing environments.
• Confident communicator, able to influence across marketing, digital, and commercial functions.

Working at Yorkshire Cricket, you will benefit from the following:

• 25 days annual leave plus statutory bank holidays which increases based on years of service.
• Pension contributions.
• Yorkshire County Cricket Club membership.
• Access to employee assistance programmes.
• Enhanced parental leave.
• Volunteering leave.
• Wellbeing and cultural leave.

Yorkshire Cricket is committed to safeguarding children and adults at risk. As part of that commitment, this post requires a Disclosure and Barring Service (DBS) check at the appropriate level. The possession of a criminal record will not necessarily prevent an applicant from obtaining this post, as all cases are judged individually according to the nature of the role and information provided. We believe that a diverse and inclusive environment makes us stronger. We are committed to building a team where everyone feels welcomed, valued, and empowered to contribute their unique perspectives. Diversity, equity and inclusion are at the core of our recruitment strategy, and we welcome applicants from all backgrounds.

Should you have any questions regarding the vacancy or the different areas this role covers, do not hesitate to get into contact with us at vacancies@yorkshireccc.com.