CRM Marketing Manager
Salary: £50,000 – £57,000 + 15% bonus + benefits
Location: Hertfordshire
Working pattern: Hybrid, 3 days in office
Parking available on site
With so many industries, as a marketer, finding the USP in the product and being able to amplify that sell can be a challenge. The product can be dry, lacks character or doesn’t necessarily hold powerful or emotive USP’s with the customer.
With this, that’s easy – and it’s because the sell is all about feelings, memories and emotions. But it’s also centred around a product people love.
Their Holidays….
As the CRM Marketing Manager, your role will be owning the lifecycle marketing programme for their holiday segment – sitting at the intersection of CRM strategy, campaign execution and commercial impact. With responsibility for the technical build, test, deployment and optimisation of CRM journeys. As well as coming up with new campaign concepts and CRM strategies which could potentially yield value and benefit for the programme overall.
You’ll manage an experienced CRM Executive, responsible for their development and growth in the business. Around you will be a wider CRM function of 7, and you’ll be reporting to the head of division. It’s a commercially focused role, looking to drive customer engagement and incremental revenue through data-led marketing programmes covering the whole consumer lifecycle.
You will lead the delivery of lifecycle communications across channels such as email, app and direct messaging, leveraging rich data sets to create highly personalised journeys that guide customers from initial inspiration through booking, in-stay engagement and future re-booking.
If you enjoy combining hands-on technical CRM operations with strategic thinking which drive commercial outcomes, this role offers the opportunity to do both.
The Role
As Customer Lifecycle Marketing Manager, you will oversee the planning, build and optimisation of lifecycle campaigns that support holiday sales and customer engagement across the full booking and re-booking journey.
Working closely with commercial, digital and brand teams, you will translate trading priorities into targeted campaigns while continually identifying opportunities to improve performance through personalisation, automation and testing.
The role also includes line management responsibility for a CRM Executive and close collaboration with a broad group of internal stakeholders.
Key Responsibilities
* Lifecycle Campaign Strategy and Delivery
o Develop and implement lifecycle marketing initiatives that drive bookings, ancillary sales and repeat visits
o Build and optimise automated journeys across key stages of the customer lifecycle including pre-booking, post-booking, during stay and re-engagement
o Deliver personalised campaigns across channels such as email, app messaging and SMS
o Ensure campaigns are delivered accurately and on time from concept through to execution
* CRM Operations and Platform Management
o Build and manage customer journeys within a CRM/CDP environment (Bloomreach preferred)
o Implement behavioural triggers and always-on lifecycle programmes
o Analyse campaign performance and identify opportunities for optimisation and incremental revenue
o Use segmentation and personalisation to deliver more relevant communications at scale
* Commercial and Strategic Contribution
o Translate trading priorities into CRM campaigns that support holiday sales, upgrades and ancillary purchases
o Develop new campaign concepts and lifecycle initiatives that increase engagement and customer value
o Use data and customer insight to answer commercial questions and guide campaign planning
* Stakeholder Collaboration
o Work closely with teams across marketing, digital, data and commercial functions
o Present campaign plans, insights and results to senior stakeholders
o Support wider marketing activity by ensuring CRM integrates effectively with paid and owned channels
* Team Leadership
o Manage and support a CRM Executive
o Provide guidance on campaign planning, build and optimisation
o Encourage a test-and-learn culture within the lifecycle marketing team
What We’re Looking For
We are looking for someone who combines technical CRM expertise with commercial thinking. You should feel comfortable both building campaigns and shaping the strategy behind them.
Experience
* Proven experience delivering CRM or lifecycle marketing campaigns end-to-end
* Strong experience working with an ESP or marketing automation platform
* Experience building automated customer journeys and personalised communications
* Background in hospitality, leisure, travel or another customer-centric industry is highly desirable
Technical knowledge
* Experience with Bloomreach is highly desirable - Other platforms such as Salesforce Marketing Cloud, Braze or similar ESPs will also be considered.
* Working knowledge of HTML/CSS for email, JSON for App push
Skills
* Strong understanding of customer lifecycle marketing and behavioural triggers
* Ability to translate commercial goals into effective CRM campaigns
* Analytical mindset with a focus on optimisation and performance improvement
* Confident communicator who can explain campaign strategy and results to stakeholders
* Comfortable working in a fast-moving commercial environment
* Experience managing people is beneficial, but experience in mentoring and developing more junior talent will be a minimum need
Benefits
* £50,000 – £57,000 base salary
* 15% performance based bonus
* Hybrid working (3 days in the office)
* On-site parking available
* 25 days holiday (plus option to buy/sell more)
* Pension scheme
* Life assurance
* Enhanced maternity/paternity leave
* EV car leasing scheme (via salary sacrifice)
* Discounted holiday stays, retail discount scheme, discounted utilities, etc.
Want to Apply? Here’s how:
Applicants must have the right to live and work in the UK.
You can share your Linked-in profile or email me a CV – it doesn’t have to be up to date, we can work on that once you decide you want to take this forward.
Or, for a chat and more information please contact me on:
Colin Doree
Recruiter | Blue Pelican
01892 507122
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