<p>What is the role:</p><p>The CRM Manager, based in our Head Office in Peterborough, will lead the planning, delivery and optimisation of customer communications across our brands, helping to strengthen customer engagement, retention and loyalty. Working closely with the trading and wider marketing teams, this role will use customer insight, segmentation and a test-and-learn approach to create targeted, commercially focused campaigns across email, SMS, push notifications, website and app channels. The role is key to driving traffic to site and supporting sales growth across our brands.</p><p>What you will do:</p><ul><li>Own and deliver the CRM strategy across email, SMS, push notifications, website, loyalty and app channels to drive customer engagement, retention, loyalty and sales.</li><li>Plan, manage and optimise targeted customer communications for each brand, ensuring campaigns are commercially focused, timely, relevant and aligned with trading priorities.</li><li>Use customer data, segmentation and personalisation to improve campaign performance, customer journeys and lifetime value across all territories and brands.</li><li>Lead the development, testing and roll out of automated lifecycle journeys, including welcome, retention, reactivation and post-purchase communications.</li><li>Analyse campaign results and customer behaviour, providing clear reporting, insights and recommendations to the trading and wider marketing teams.</li><li>Champion a test-and-learn approach, including A/B testing of subject lines, creative, content, timing, targeting and customer journeys.</li><li>Ensure all CRM activity follows brand guidelines, data protection requirements, customer consent rules and internal best practice processes.</li><li>Work collaboratively with trading, ecommerce, design, customer services and wider teams to deliver consistent customer messaging across channels.</li><li>Manage, coach and develop the CRM team, supporting high standards of execution, accuracy, creativity and continuous improvement.</li></ul><ul><li>Manage our customer blocklist, investigating permission, preference and communication queries referred by the Customer Services team.</li><li>Lead on any ad-hoc projects assigned to the CRM team.</li></ul><p>What you will bring:</p><ul><li>Strong understanding of CRM strategy, customer lifecycle marketing, retention and loyalty activity.</li><li>Confident using customer data, segmentation and personalisation to deliver targeted campaigns.</li><li>Excellent analytical skills, with the ability to interpret campaign performance and turn insight into action.</li><li>Experience planning, building and optimising email, SMS, push notification and automated customer journey campaigns.</li><li>Strong project management and organisational skills, with the ability to manage multiple campaigns and deadlines.</li><li>Commercially minded, with a focus on driving engagement, conversion, repeat purchase and customer lifetime value.</li><li>Excellent communication and stakeholder management skills, with the ability to work collaboratively across marketing, trading, ecommerce and creative teams.</li><li>High attention to detail, particularly when checking customer communications, data selections and campaign accuracy.</li><li>Good working knowledge of CRM platforms, email service providers, Google Analytics and Microsoft Excel.</li><li>Ability to lead, coach and develop a team, while promoting a test-and-learn culture and continuous improvement.</li></ul>