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
1. Develop and implement lifecycle marketing initiatives that drive bookings, ancillary sales and repeat visits
2. Build and optimise automated journeys across key stages of the customer lifecycle including pre-booking, post-booking, during stay and re-engagement
3. Deliver personalised campaigns across channels such as email, app messaging and SMS
4. Ensure campaigns are delivered accurately and on time from concept through to execution
CRM Operations and Platform Management
5. Build and manage customer journeys within a CRM/CDP environment (Bloomreach preferred)
6. Implement behavioural triggers and always-on lifecycle programmes
7. Analyse campaign performance and identify opportunities for optimisation and incremental revenue
8. Use segmentation and personalisation to deliver more relevant communications at scale
Commercial and Strategic Contribution
9. Translate trading priorities into CRM campaigns that support holiday sales, upgrades and ancillary purchases
10. Develop new campaign concepts and lifecycle initiatives that increase engagement and customer value
11. Use data and customer insight to answer commercial questions and guide campaign planning
Stakeholder Collaboration
12. Work closely with teams across marketing, digital, data and commercial functions
13. Present campaign plans, insights and results to senior stakeholders
14. Support wider marketing activity by ensuring CRM integrates effectively with paid and owned channels
Team Leadership
15. Manage and support a CRM Executive
16. Provide guidance on campaign planning, build and optimisation
17. 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
18. Proven experience delivering CRM or lifecycle marketing campaigns end-to-end
19. Strong experience working with an ESP or marketing automation platform
20. Experience building automated customer journeys and personalised communications
21. Background in hospitality, leisure, travel or another customer-centric industry is highly desirable
Technical knowledge
22. Experience with Bloomreach is highly desirable - Other platforms such as Salesforce Marketing Cloud, Braze or similar ESPs will also be considered.
23. Working knowledge of HTML/CSS for email, JSON for App push
Skills
24. Strong understanding of customer lifecycle marketing and behavioural triggers
25. Ability to translate commercial goals into effective CRM campaigns
26. Analytical mindset with a focus on optimisation and performance improvement
27. Confident communicator who can explain campaign strategy and results to stakeholders
28. Comfortable working in a fast-moving commercial environment
29. Experience managing people is beneficial, but experience in mentoring and developing more junior talent will be a minimum need
Benefits
30. £50,000 – £57,000 base salary
31. 15% performance based bonus
32. Hybrid working (3 days in the office)
33. On-site parking available
34. 25 days holiday (plus option to buy/sell more)
35. Pension scheme
36. Life assurance
37. Enhanced maternity/paternity leave
38. EV car leasing scheme (via salary sacrifice)
39. Discounted holiday stays, retail discount scheme, discounted utilities, etc.