Group CRM Lead
£55,000 plus bonus (Negotiable for a the right person)
Office located in London
Hybrid working available when required
40 Hour working week
Our client, a fast paced and high growth company, is the UK’s leading Hospitality and Leisure Group.
Having a presence of award winning venues across the UK, this high performing company invest heavily in their marketing strategy and now need a top performer and CRM Database expert who can unlock the full potential of their first-party data and build a CRM function that sets a new standard in the industry.
This role is pivotal in the next phase of the company’s growth. Success in this role means creating scalable, automated, personalised experiences that add real value to their customers - and turning the CRM into one of their highest-performing marketing channels.
Duties & Responsibilities:
- Work directly with the Head of Marketing and Digital to develop and implement the group-wide CRM strategy across all lifecycle stages including acquisition, nurture, conversion, post conversion, loyalty and reactivation.
- Audit current BAU campaigns and implement a delivery plan that improves quality, performance insights and establishes clear benchmarks.
- Design and deploy automated journeys for key customer triggers and lifecycle moments such as birthdays, lapsed visits and post-visit communications, prioritising those with the greatest commercial impact.
- Define and report on CRM KPIs including open rate, click through, unsubscribe, churn, retention and ROI, using GA and BI tools for accurate performance tracking.
- Ensure all outbound campaigns follow the group UTM convention for consistent tracking and alignment with Google Analytics and internal BI reporting.
- Build and execute structured test plans across subject lines, send times, creative and offer formats, with a clear framework for learnings and iteration.
- Champion content personalisation and audience targeting using behavioural and transactional data.
- Drive customer lifetime value through strategic re engagement, upsell, cross sell and loyalty activity.
- Collaborate with brand, marketing and operations teams to ensure CRM campaigns align with wider business goals and campaign calendars.
- Own and maintain CRM tooling and data quality, ensuring clean, compliant, permissioned data with the correct tagging, segmentation and platform integrations.
- Work with their ESP and technology partners to improve platform capabilities, integrations and CRM reporting functionality.
- Support internal teams with CRM insight sharing, reporting and campaign planning to improve adoption and cross functional alignment.
- Stay informed of best practices in CRM including deliverability, GDPR compliance, first party data activation and innovation in lifecycle marketing.
Your Background & Skill:
- Proven experience managing CRM in a multi-brand B2C or D2C environment.
- Hands-on experience with CRM platforms such as Klaviyo, Dotdigital, Braze or similar.
- Strong understanding of lifecycle marketing, segmentation and behavioural targeting.
- Demonstrable success in improving performance metrics such as open rate, churn, conversion and CLV.
- Familiarity with booking journeys, ecommerce platforms or membership-based customer models.
- Confident in using Google Analytics, UTMs and attribution models to assess performance.
- Skilled in A/B testing, automation and personalisation techniques.
- Experienced in building automated journeys based on transactional and behavioural triggers.
- Working knowledge of data privacy, GDPR compliance and consent management.
- Capable of managing CRM data structures, hygiene, tagging conventions and platform integrations.
- Comfortable collaborating with developers, ESP partners and data teams to optimise tools and reporting.
This is more than just a job – it is an opportunity to make a significant impact on a fantastic company with a great culture. If you consider yourself a world-class CRM Leader who thrives on challenges and delivering exceptional results, we would love to hear from you.
For further details on this role and other jobs, please submit your CV to Adam Curtis of ACS Recruitment Consultancy.