Senior CRM & Client Data Manager
Location: Hybrid – Watford Support Centre (2 days per week) / UK-based
Reports to: Head of Growth
About the Role
We're looking for a highly strategic, commercially minded, data-fluent and technically adept Senior CRM & Customer Data Lead. Driving overarching transformation to our CRM tech stack, measurement and in using customer insights to drive personalised customer experiences.
Reporting to the Head of Growth, you'll be responsible for delivering a smart, commercial, data-led multi-channel CRM programme that supports business growth, customer retention, and lifetime value.
This is a senior-level, high profile, high energy role, were senior management experience is expected as you will own, end-to-end responsibility for step-changing and growing our CRM strategy and performance. You'll lead the strategy, planning and optimisation of automated lifecycle journeys, campaigns, and service-level communications; whilst helping to shape and deliver the underlying tech and data infrastructure behind CRM.
You'll lead two verticals across Customer Data and Analytics and the always on and campaign CRM team. If you're excited about using CRM to drive commercial outcomes, focussed on growth and able to demonstrate the ROI, step change customer segmentation and engagement metrics for CRM, in a fast paced, roll your sleeves up environment - this role is for you.
What You'll Be Doing
CRM Strategy, Lifecycle & Retention
· Lead the end-to-end CRM strategy across always-on journeys, campaign activity and service-level communications (e.g. appointment reminders, updates, feedback requests). Identifying untapped growth opportunities to drive frequency and incremental revenue and organise this strategically.
· Develop and optimise lifecycle journeys—from onboarding, lapsed to reactivation—driving increased engagement, repeat visits and loyalty.
· Use advanced modelling based on lifetime value (LTV), visit behaviour, and high-value customer segmentation to prioritise reactivation and retention strategies.
· Collaborate with our agencies to lead strategic workshops and planning sessions, turning insight and strategy into clear, tangible CRM and Customer Base Data improvements delivered at pace.
Technical Leadership & Cross-Functional Projects
· Coach, inspire and lead a dynamic CRM Team across data, analytics, campaign and always on CRM activity – incubate talent and build into a high performing team. You will foster collaboration across data, digital, IT and Clinic and digital marketing to deliver joined up customer journeys
· Act as the CRM lead on key technical, innovation/ trials and data-led projects – using 1st party data initiatives, single view of customers and supporting the Head of Growth working across IT, Marketing, and Customer Data to ensure infrastructure supports scalable, personalised CRM, curating the overarching roadmap.
· Lead on the ongoing technical reconfiguration of Microsoft Dynamics (MSD) CRM stack, bringing in customer segmentation with data layer, and considering 1st party data and all reporting needs that support Business Growth KPI's and outcomes.
Customer Data, Segmentation & Personalisation
· Partner with the CRM Customer Data Manager to define and manage audience segmentation strategies using behavioural and lifecycle data.
· Ensure customer data is accurate, structured, and actionable—supporting personalisation, targeting, and measurement at scale. Maintain best practices in data quality, contact strategy and governance, ensuring GDPR and regulatory compliance across all activity.
Measurement, Reporting & Optimisation
· Use Microsoft Dynamics and GA4 to monitor performance across engagement, revenue, retention and LTV metrics, delivering insightful reporting that demonstrates CRM's commercial impact and provides a clear feedback loop into campaign and aways on delivery. Being able to split out reactivation, lapsed, churned and active clients as a strategic customer lens.
· Champion a test-and-learn culture, using A/B testing and analytics to continually refine campaigns and lifecycle journeys.
Collaboration & Influence
· Work cross-functionally with teams across Digital, Data, IT, Brand, Local Marketing and Campaigns to ensure CRM supports broader business and marketing strategies.
· Collaborate with the Senior Digital Marketing Lead to align CRM with paid media and 1st-party data strategies for improved efficiency and performance.
What We're Looking For
· 7yrs+ significant experience in a senior CRM, lifecycle or retention marketing role within a B2C, service/ subscription-led or multi-location environment.
· Strong strategic experience in developing CRM programmes that improve engagement, repeat visits, reactivation and customer lifetime value.
· Team leadership experience across CRM design, data and tech as this role will manage c4-5 direct reports
· Proven hands-on experience with Microsoft Dynamics CRM including campaign setup, automation, segmentation, and reporting.
· Technically confident with CRM platforms, data structures, integrations and project delivery across Marketing, IT and Data teams.
· Very proficient in GA4 and CRM KPIs (open/click rates, conversions, LTV, churn, revenue, frequency), tracking the market for Industry innovations and shifts/ trends within the channel.
· Skilled in customer segmentation and personalisation using behavioural, lifecycle and transactional data.
· Experience leading CRM innovation and managing a roadmap of testing, improvements and delivery across multiple business areas.
Why Join Medivet?
Medivet is one of the UK's leading veterinary care providers, with a growing national footprint and a deep commitment to customer experience. CRM is central to how we engage and retain our clients—and we're investing in the people, technology and data to make it best-in-class.
As Senior CRM Lead, you'll work at the intersection of strategy, data, and delivery—driving CRM as a growth engine across the business. With real momentum, SLT support, and the opportunity to make meaningful impact, this is your chance to shape the future of customer communications at Medivet.