CRM Manager

We are looking for a CRM Manager to lead CRM as a core performance marketing channel, driving measurable commercial outcomes across our retail and digital customer base. This role goes beyond campaign delivery. You will be responsible for defining the CRM plan, owning performance, and driving continuous optimisation through structured testing and data-led decision making. You will play a key role in shaping how CRM evolves, including the adoption of modern platforms such as Bloomreach. What you’ll be responsible for: Own CRM as a performance channel Define and deliver a clear, prioritised CRM plan aligned to visits, revenue and retention Own performance across all channels (email, SMS, push, direct mail and outbound) Make and lead commercial decisions on targeting, incentives and contact strategy Drive measurable impact Lead weekly and monthly performance reviews, clearly articulating: What worked and why What didn’t work What will change as a result Ensure all activity is measured through target vs control and incremental uplift Move beyond reporting to driving action and optimisation Lead test and learn strategy Define and own a structured testing roadmap across CRM activity Design tests that answer key commercial questions (segment, incentive, channel effectiveness) Embed a consistent test, learn and refine culture Scale successful ideas and stop low-value activity Own customer lifecycle and journeys Design and optimise end-to-end customer journeys across acquisition, engagement and reactivation Use data and insight to continuously improve lifecycle performance Ensure all journeys are clearly defined, measured and commercially driven Leverage CRM platforms and capabilities Use our Bloomreach CRM platform to deliver: Automation and personalisation Trigger-based communications Advanced segmentation Contribute to the evolution of CRM platform capability and ways of working Lead the team and delivery model Manage and develop a team of CRM Executives, including offshore resource Shift execution away from the role, focusing on leadership, direction and quality control Ensure high standards of campaign delivery, QA and customer experience Influence stakeholders and shape decisions Act as the CRM lead within marketing, presenting performance and recommendations in key forums Work closely with marketing, product and analytics to align CRM activity with broader strategy Challenge activity that does not deliver measurable commercial value Drive innovation and continuous improvement Identify new opportunities to improve CRM effectiveness across channels and journeys Stay up to date with industry trends and best practice Continuously evolve how CRM drives performance and customer engagement What we’re looking for: Essential experience Proven experience managing CRM as a performance marketing channel Strong understanding of segmentation, targeting and lifecycle marketing Experience delivering test and learn programmes with measurable outcomes Ability to interpret data and turn insight into clear commercial actions Experience with CRM platforms such as Bloomreach, Braze or similar Key skills and behaviours Commercially minded, with a focus on outcomes over activity Comfortable owning performance and making decisions based on data Strong stakeholder management and influencing skills Able to move from execution to leadership and direction setting Proactive, accountable and continuously looking to improve performance