CRM Executive
JD Outdoors overview:
JD Outdoors is the outdoor retail division of JD Sports Fashion plc, bringing together a portfolio of specialist brands that equip customers for activities ranging from casual countryside walks to technical mountain expeditions. Its key fascias include GO Outdoors, which focuses on value-led innovation for activities such as camping, walking, cycling, fishing, and horse riding; Blacks, known for technical outdoor apparel and equipment from premium brands like Berghaus and Rab; Millets, a value‑focused outdoor retailer serving casual outdoor customers with a wide range of recreational gear and exclusive brands such as Peter Storm and Eurohike and Naylors, providing equestrian and country lifestyle products. Together, these brands give JD a strong multichannel presence across the UK outdoor market and serve a broad customer base from families to serious adventurers
We inspire our people to reach for higher levels of performance. To achieve these standards, we only recruit the best! All employees are highly skilled, self-motivated and in constant pursuit of perfection. Opportunities to progress arise quickly for those people with the right qualities and ambition.
We encourage our people to constantly seek ways to improve our business. This means challenging the way we merchandise, sell and manage the business, being creative and forward thinking in suggesting alternative solutions. Problems are solved and opportunities seized by people from all levels of the organization, working together.
We offer an excellent salary and benefits package, which includes company pension scheme, company bonus and excellent career progression.
Role overview:
The role is responsible for supporting the delivery and optimisation of CRM activity across the full customer lifecycle. This includes contributing to the briefing, deployment and management of BAU email communications, as well as assisting with communication sign‑off when required. The role will support in coordinating and implementing both lifecycle campaigns and behavioural automations, ensuring testing is embedded, insights are captured, and learnings are applied to continually improve performance across all CRM channels.
Working closely with the CRM Senior Executive, the role will help manage and maintain the customer database, protecting deliverability through effective targeting and supporting initiatives to reactivate lapsed segments.
Collaboration is essential, with regular cross‑functional work alongside trading teams to plan promotional email activity and with the brand team to execute agreed marketing initiatives.
Responsibilities:
* Support the briefing, deployment, and management of BAU email sends as needed.
* Confidently assist with BAU communication sign‑off when required.
* Coordinate and implement behavioural automations with guidance from the CRM & Loyalty Lead.
* Run tests, analyse results, and apply insights to optimise performance.
* Support management of the customer database, ensuring effective targeting and strong deliverability.
* Work with the CRM & Loyalty Lead to drive reactivation of lapsed/dormant customers and recommend divestment of legacy data.
* Collaborate with the CRM team to grow retention and value among top customers using metrics such as RFM.
* Work with the brand team on planning and delivering agreed CRM activity.
* Support ongoing analysis of email performance and benchmarking against competitors and leading retailers to inform best practice.
Skills and experience:
* Experience managing and deploying BAU and campaign-based email communications.
* Strong understanding of CRM platforms, email service providers, and customer data management.
* Ability to coordinate and execute end‑to‑end CRM campaigns, including briefing, build, QA, deployment, and reporting.
* Knowledge of behavioural and lifecycle automation journeys.
* Ability to interpret campaign performance metrics and benchmark against industry best practice.
* Strong collaboration skills, working cross‑functionally with CRM, trading, and brand teams.
* Excellent attention to detail for communication sign‑off and QA processes.
* Strong organisational skills to manage multiple campaigns and deadlines concurrently.
* Experience supporting customer reactivation and data hygiene strategies.
* Commercial awareness to support promotional planning aligned with trading priorities.