What's the job?
The Commercial CRM team’s role is to drive value from our customers at all stages of their relationship with us. We focus on utilising customer data and consent to maintain and grow each customer relationship, to drive business growth including sales, profit and share and long term loyalty. This role is accountable for the strategy, planning, execution and reporting for ourCRMstrategy and activity for the total business ie B&Q andTradePoint
As a Commercial CRM Manager you'll be focussed on delivering customer and business benefit through our CRM strategy – defining programmes, building test and learn plans to improve overall effectiveness and championing the work and results with all internal stakeholders. This role is critical in ensuring all our activity lands with strategic, creative and operational excellence.
1. Define CRM strategy within the areas of Basket Trade Driving, Category Trade Driving and Loyalty, Lifecyle and Behavioural programmes (X3 CRM Managers across these areas)
2. Collaborate with business stakeholders to understand their objectivesand seek to support these by defining CRM programmes to deliver the required benefit/value
3. Define clear roadmaps for programme optimisation, with test and learn plans, ensuring the execution of these delivers meaningful results that lead to improved financial performance and positive customer behaviour impact
4. Work hand in hand with the Analytics & CRMPersonalisation and Martech teams to define the data planning, targeting, offer allocation and campaign build design. Defining requirements whilst seeking their SME input
5. Work with all relevant agencies and internal teams to brief, build and execute plans, ensuring all activity is delivered to agreed process, on time, on budget and meets quality standards.
6. Deliver incremental revenue growth and agreed commercial and customer targets (P&L and KPI management)
7. Manage Marketing Executives in the delivery of programmes and campaigns, driving output as a Commercial CRM squad
8. Champion performance analytics - reporting and post campaign analysis – leading on requirements definition and ensuring all campaigns are measured and reported on and performance is interrogated. Ensure learnings are implemented and there is a continuous throughput of optimisation and performance improvement.
9. Continuously inform stakeholders of the value of our programmes and how we should evolve future campaigns.
10. Understand and maximise the capability of our CRM tools - Braze and Tealium – to drive innovation and efficiency.
11. Ensure excellent budget management - robustly manage the finance reporting process. Report on any variances and take accountability for overall budget spend.
Key Business Relationships
This role is central to driving CRM programme performance by working closely with key business areas including Trading, Marketing, Pricing, Digital, and Finance. You’ll champion CRM initiatives across these cross‑functional teams, ensuring stakeholders clearly understand the value of current programmes and helping shape the evolution of future campaigns. Collaboration with the Marketing, GTM, content, and brand teams is essential, supporting them from early planning stages through to execution.
You’ll also partner closely with Analytics and CRM Operations to define data plans, targeting strategies, and offer allocation for programmes and campaigns. Alongside the Loyalty team, you’ll play a key role in shaping and delivering loyalty and customer growth strategies through impactful CRM activity.
What we need:
12. Expert knowledge of CRM and direct marketing principles (preferably within the retail sector) and the end-to-end process for a targeted campaign from strategy to deployment, including use of a Campaign Management tooleg Braze
13. Experience of delivering CRM programs, in this or other organisations, with goal orientated outcomes including revenue/profit, retention & relationship outcomes.
14. An understanding of how best to grow customer value through personalisation of offers and content
15. Excellent analytical knowledge allowing confident challenge of data and analysis outputs.
What's in it for me?
As part of a great team, you’ll be valued for who you are.We’re committed to making B&Q more diverse and representative of the communities we serve, where everyone can feel they belong and have equal opportunities. You will have access to a range of networks that represent our colleagues and allies and help us to continue to put diversity and inclusion at the heart of our business.
We also recognise that wellness means different things to different people, and we want to help colleagues be at their best and feel well by offering a range of benefits to help you. As well as a competitive salary, our benefits package includes an award-winning pension scheme, bonus, ShareSave options, 6.6 weeks holiday, payroll giving, an Employee Assistance Programme, shopping discounts, colleague wellbeing benefits and lots more!
So we can support you during the application or interview process, please contact for any recruitment adjustments.