The CRM Manager is responsible for developing and delivering CRM strategies that retain existing customers, deepen engagement, and increase long-term loyalty.
This role owns customer lifecycle activity post-acquisition, ensuring customers remain active, satisfied, and connected to the brand.
Key Responsibilities
Strategy & Planning
Own the CRM strategy for customer retention, engagement, and reactivation.
Design and optimise customer life cycle journeys (onboarding, engagement, win-back).
Define engagement KPIs and success metrics aligned to customer strategy.
Campaign & Journey Management
Plan and oversee always-on and campaign-based CRM activity across channels.
Lead behavioural-trigger programs.
Execution
Execute and QA new and always-on campaigns.
Ensure timely, accurate, and high-quality delivery of CRM activity.
Conduct regular testing and optimisation to improve engagement performance.
Data & Insight Collaboration
Partner closely with the Customer Insight & Data Planning manager to interpret engagement data and trends.
Use insights to refine segmentation, targeting, and messaging strategies.
Translate data into actionable improvements.
Stakeholder Management
Work cross-functionally with marketing, product, and customer teams.
Clearly communicate plans, performance, and learnings to Senior CRM manager.
Essential Skills & Experience
3+ years CRM experience, ideally in insurance, financial services, or a retention-driven business model.
Proven experience owning retention, renewal, or lifecycle marketing strategies.
Strong understanding of customer lifecycle management and churn drivers.
Experience designing and delivering:
Renewal communications (packs, reminders, chase strategies)
In-life engagement campaigns
Hands-on experience with CRM / marketing automation platforms.
Strong knowledge of multi-channel CRM.
Ability to analyse and act on CRM performance metrics (renewal rate, churn %, engagement).
Experience running test-and-learn / optimisation programmes (A/B testing).
Strong planning, prioritisation, and campaign management skills.
Ability to work cross-functionally with operations, customer service, and product teams.
Desired Skills & Experience
Experience in regulated environments (e.g. GDPR, FCA-style compliance).
Familiarity with advanced segmentation or cohort analysis.
Exposure to predictive churn modelling or AI-driven targeting.
Strong commercial mindset with ability to link retention activity to revenue impact.
#J-*****-Ljbffr