Position: CRM Manager (12-Month Fixed-Term)
Location: Hybrid – 2 days per week in the Midlands, Coventry (Mon–Tues)
Salary: up to £60,000 (DOE)
Role Overview
We are looking for an experienced CRM professional to join our growing marketing function on a fixed-term basis. This role focuses on building intelligent, data-led customer journeys that support our wider ambition to deliver accessible and personalised wellness experiences.
You’ll be tasked with transforming complex product offerings ranging from health services to coaching into seamless lifecycle programmes that drive customer engagement and retention. This includes designing multi-stage automated communications and working closely with stakeholders across product, content, analytics, and technology.
This is a hands-on and strategic role, ideal for someone who can combine CRM build with cross-functional leadership and commercial awareness.
Key Areas of Ownership
Customer Journey Strategy & Automation
* Design and implement CRM journeys across all lifecycle stages, including onboarding, engagement, reactivation, and retention.
* Use automation and real-time data to personalise the customer experience at every stage.
* Track journey performance and implement continuous improvements based on data insights.
Audience Growth & Consent Strategy
* Partner with digital and product teams to increase opt-in rates and build a compliant contactable base.
* Develop and refine customer referral programmes that feed into CRM pipelines.
* Design acquisition and re-engagement flows aligned with lifecycle goals.
Loyalty & Engagement Integration
* Work closely with loyalty teams to embed offers, points, and reward triggers into CRM journeys.
* Use loyalty data to increase engagement and retention through tailored communications.
* Analyse performance to grow the revenue contribution from loyalty-driven audiences.
Performance & Reporting
* Monitor and report on key metrics such as open rates, conversion, frequency, average spend, and lifetime value.
* Deliver testing frameworks to enhance engagement and commercial impact.
* Support forecast and planning cycles with clear performance insights.
Cross-Team Collaboration
* Act as the CRM lead within agile squads, collaborating with product owners, analysts, martech specialists and content creators.
* Support integrated campaign planning and journey alignment across touchpoints.
* Represent lifecycle thinking across the business and champion data-led CRM strategies.
What You'll Need to Succeed
Experience & Technical Background
* Minimum of 5 years’ experience in CRM, lifecycle, or retention-focused roles.
* Proven track record within ecommerce, retail, or consumer-facing digital businesses.
* Hands-on experience with CRM tools and customer data platforms (e.g. Braze, Salesforce, Bloomreach, etc).
* Experience leading the development of automated journeys and working cross-functionally with analytics, product, and content teams.
* Ideally, previous line management or mentoring experience, as well as oversight of agencies or tech partners.
Skills & Attributes
* Strong analytical mindset with the ability to interpret data and identify improvement opportunities.
* Comfortable building relationships across departments and managing competing priorities.
* Clear understanding of GDPR and best practices around data consent and retention.
* Able to operate independently while keeping alignment with strategic priorities.
Measures of Success
* Growth in opted-in customer base across owned channels.
* Increased impact of automated CRM on business KPIs (e.g. engagement, CLTV, conversion).
* Referral and loyalty integrations contributing to measurable commercial uplift.
* Successful execution of test-and-learn strategies to enhance journey performance.