Introduction
We're looking for a Senior CRM Manager to lead the CRM function across Kids Pass, Days Out UK, and other DRG brands. This is a hands-on role that combines strategic leadership with day-to-day execution. You'll shape the future of our CRM capability while directly managing campaign delivery, driving customer engagement, retention, and conversion through a data-led strategy, advanced personalisation, and lifecycle automation.
Responsibilities
Strategy & Planning
* Develop and own the CRM contact strategy, aligning messaging frequency, segmentation rules, and campaign execution with business objectives.
* Create and manage an annual execution calendar, incorporating seasonal peaks and business priorities.
* Lead CRM personalisation strategy across email, SMS, and push.
Execution and Governance
* Write, build, and schedule CRM campaigns (email, SMS, push) using segmentation and dynamic content.
* Manage campaign QA and sign-off processes to ensure accuracy, brand consistency, and high-quality delivery.
* Collaborate with design, product, and partnerships to deliver best-in-class comms.
* Develop and maintain automated customer journeys (welcome, cancellation, renewal, win-back, upsell).
* Support testing activity including subject lines, send times, content variants.
Optimisation & Reporting
* Define CRM KPIs and implement a performance reporting framework (open rates, CTR, conversion, retention).
* Monitor funnel performance and deliver optimisation plans to reduce drop-off rates.
* Lead an iterative test-and-learn programme (A/B testing, geo-testing, automation enhancements).
* Provide weekly and monthly reporting to share performance insights and recommendations.
Leadership & Capability Building
* Act as the go-to expert for lifecycle marketing, championing CRM across the business.
* Contribute to wider marketing planning, ensuring CRM aligns with commercial and brand objectives.
Experience & Skills
* 4–6 years' experience in CRM/lifecycle marketing, covering both strategic planning and campaign execution.
* Hands-on experience with enterprise CRM platforms (XtremePush preferred, or similar).
* Strong analytical skills; able to translate performance data into actionable insights.
* Proven track record in automations, segmentation, and personalisation at scale.
* Experience in CRM migration projects desirable.
* Strong copywriting and content editing skills, with a good eye for design.
* Knowledge of email HTML and familiarity with Figma is a plus.
* Highly organised, detail-focused, and able to juggle multiple projects.
* Strategic thinker with a hands-on approach and strong attention to detail.
* Collaborative, proactive team player.
Location:
Hybrid (Altrincham office 3 days per week, 2 days remote)
Salary:
£50,000 – £55,000