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ALA Insurance is one of the largest, online, independent providers in the market for GAP Insurance, Warranty, Breakdown Cover and other specialist insurance products. Based in Malton, North Yorkshire, our dedicated, friendly team strive to provide the best quality insurance products and support for our customers. Our award-winning customer support team do not work on commission, and so all their interactions with customers and prospective customers have no agenda to sell, and customers feel no pressure to buy. This customer-first ethos runs through all departments and is integral to the business's success. This customer-centric business model and our award-winning wellbeing programme are just two components that have lead to us being named on the Sunday Times Best Places To Work (small organisation) 2025.
Our customers seem happy, too!We are the most highly rated insurance company on Trustpilot, with an overall 4.9 star ‘Excellent’rating based on nearly 20,000 reviews.
Insurance from the kind kind, not the pushy kind.
About the role:
As the Email Marketing and CRM Manager, you will be at the forefront of shaping ALA’s digital marketing strategy. This pivotal role focuses on leading and evolving our B2C email marketing efforts to drive brand awareness, customer engagement, and business growth. You will be responsible for promoting ALA’s brand, positioning, and products to our current, new, lapsed and prospective customers. The role of the email marketing and CRM manager is to create a consistent and aligned journey across multiple touchpoints throughout the customer’s experience regardless of their lifecycle positioning
Reporting directly to the Marketing Lead, this role offers an exciting opportunity to expand the email marketing channel and optimise the CRM database in alignment with ALA’s overall marketing strategy and goals. If you’re passionate about crafting impactful email campaigns, leveraging data-driven insights, and contributing to a dynamic team, this is the role for you.
Key responsibilities:
Develop and Implement CRM Strategy:
Craft and execute B2C CRM strategies aligned with the company’s business objectives and marketing goals, aimed at driving customer engagement, boosting sales, and maximizing revenue through the email marketing channel.
Plan and Deliver Email Campaigns:
Create, write, build, and test email marketing communications to ensure effective engagement and campaign success. Managing and optimising automated and other campaign-specific communications across email and SMS.Creating and delivering regionalised customer communication strategies across various channels, to deliver against commercial objectives.
Promote growth from CRM system across channels:
Create and deliver database growth and reach strategies to communicate with our current, prospective and lapsed customers and also a broader range of customers.Continually provide guidance and solutions to the team on how to optimise communications across all channels and recognise opportunities for growth.
Partner with the Marketing Lead, Customer Support Team, and business leadership to share insights, highlight successes, address challenges, and uncover opportunities for growth.
Manage Budgets and Vendor Relationships:
Oversee CRM and email marketing budgets to ensure optimal resource allocation and maintain productive relationships with external suppliers.
Performance Reporting and Insights:
Provide regular reports on email marketing performance, offering actionable recommendations for growth and identifying trends that could influence other business areas. Utilise data provided within CRM platforms and working in collaboration with Google Analytics, to create personalised experiences on a one-to-one basis, across all customer communication touchpoints, based on their preferences, behaviours, geographic and demographic data. Advocating best practice and implementing any optimisations across campaign communications via the relevant channel. Tracking uplifts and results, forming sound assessments and recommendations for any optimisations.
Champion CRM Expertise and Tool Utilisation:
Be the internal CRM expert by staying informed about the latest tools, features, and industry trends. Ensure the tools align with business needs and enhance CRM efficiency and effectiveness. Report on any new technology, and technology partner selections to the Marketing Lead to help improve business processes.
Problem solving:
Identify any issues and create solutions to streamline efficiencies, including campaigns & customer journeys by developing and/or optimising new and existing automations. Working closely in cross-functional teams, to improve the customer’s online experience.
Ensure Data Compliance:
Uphold data management best practices, ensure compliance with relevant regulations, and propose improvements to enhance data security and efficiency.
Website management: Although not a day-to-day aspect of the role, being able to help when resources are low to edit the company website if needed would aid the team.
Key Skills & Experience:
* Demonstrates expertise in developing and executing B2C CRM strategies across Email, SMS and onsite touch-points
* Proficient in using Hubspot, hands-on experience with third-party software and technologies.
* Experience of email practices such as HTML, CSS and Dynamic content.
* Good knowledge of GA4G
* Good knowledge of GDPR, e-Privacy and other data protection regulations.
* Good understanding of Marketing systems and channels, technically curious with experience of CRM platform integrations.
* Strong ability to collaborate with cross-functional teams to align CRM initiatives across the organisation.
* Experience in managing CRM budgets and maintaining supplier relationships effectively.
* Data-driven mindset with excellent analytical skills to assess performance and provide actionable recommendations.
* Exceptional communication skills, with the ability to present insights and influence key stakeholders.
* A customer first mindset, action-oriented, agile and self-motivated.
* Track record of successfully establishing and scaling a CRM function.
* Capable of managing specific tasks within broader marketing projects, recognising when to seek support.
* Skilled in creating detailed project timelines and managing stakeholder expectations.
* Highly organised, with the ability to prioritise and manage multiple projects with competing deadlines simultaneously.
* An interest in PPC and SEO, and experience with WordPress would be advantageous
* Happy working in a small team
The successful candidate, although working remotely, will be expected to attend a monthly company meeting at the office in Malton (North Yorkshire). During new employee onboarding, the successful candidate will also be expected to spend 4 full days over 2 weeks at the office in Malton.
ALA are committed to growing and sustaining a business that is both representative and inclusive of the communities we live and work within. At ALA, we believe that a diverse and inclusive workforce enables our agency to thrive and deliver brilliant work. We actively welcome applications from individuals and groups who are under-represented and celebrate difference be it ethnicity, religion, age, gender, gender identity or expression, sexual orientation, marital status or disability. We will only assess you on your abilities and fit for the role, please do get in touch if you would like to discuss any adjustments you need to ensure a level playing field during the recruitment process.
Seniority level
* Seniority level
Mid-Senior level
Employment type
* Employment type
Full-time
* Industries
Insurance
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