Seatfrog
CRM Campaign Developer
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About The Company
Technology has revolutionised the world we live in, yet somehow the rail industry has stayed much the same as it was 30 years ago. Seatfrog is here to change that.
We're on a mission to build a better future for billions of passengers and the rail companies that carry them. We've already reinvented how upgrading your seat is done - now affordable and lightning fast to over 870 destinations - and enabled customers to effortlessly swap between train journeys. But we're not stopping there! We're on our way to becoming the ultimate travel companion and the only app you'll ever need when travelling by rail in the UK and beyond.
We’re building a stellar team to achieve our audacious goals. We strive to create an environment where you can do your best work. Join us, and you’ll be challenged and supported in equal measure. Ours is a culture with spirit and substance and our people are empowered to make the bold decisions others wouldn’t and haven't.
About The Role
Salary band: £55-65k
The Role
We are looking for a skilled and detail-oriented CRM Campaign Developer to build, configure and deploy the lifecycle programmes that drive growth at Seatfrog.
Working closely with the Lifecycle Growth Marketing Strategist, Lifecycle Data Strategist and CRM team, you will be responsible for translating lifecycle strategy and campaign briefs into technically excellent, fully tested programmes in Braze across email, push notification and in-app messaging.
This is a hands-on build role. You will own the technical execution of our lifecycle programme, configuring Canvas journeys, coding responsive email templates, implementing Liquid personalisation logic, working with Engineering to ensure the Braze SDK is correctly instrumented with the behavioural events needed to trigger Canvas journeys, and ensuring every programme is QA'd to a high standard before it reaches a passenger.
You will also play an active role in the Braze Canvas architecture rebuild, a key infrastructure initiative that migrates our lifecycle programme from batch campaigns to behaviour-triggered journeys.
You are not just deploying email templates. You are building the technical infrastructure for a lifecycle engine that will directly influence how hundreds of thousands of passengers experience Seatfrog. The work is complex behaviour-triggered Canvas flows, Braze SDK event integration, real-time personalisation using Connected Content, and dynamic messaging driven by route data and upgrade intent signals. If you want a role where your technical output has visible, immediate commercial impact, this is it.
What You'll Do
Braze Canvas Architecture and Campaign Build
- Build and configure behaviour-triggered Canvas journeys in Braze, including entry criteria, audience filters, step logic, channel selection, delay windows, A/B test branches and exit conditions, in line with lifecycle strategy briefs.
- Lead the migration of batch campaigns into behaviour-triggered Canvas journeys as part of the lifecycle architecture evolution in the first 90 days.
- Configure Canvas entry and step triggers using custom events via the Braze SDK, mapping key behavioural moments such as auction views, bid starts, bid outcomes and post-win actions to enable real-time lifecycle activation. Work closely with Engineering to ensure events are correctly tracked in both Braze and Amplitude.
- Build and maintain audience segments in Braze using custom attributes, computed traits and event properties. Manage Amplitude cohort syncs into Braze, ensuring behavioural audiences are accurately reflected and refresh reliably.
- Implement suppression logic, re-eligibility rules, frequency caps and journey prioritisation to prevent message overlap and protect the customer experience.
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Email Development and Template Engineering
- Develop and maintain responsive email templates using HTML and CSS, ensuring consistent rendering across Gmail, Apple Mail, Outlook and mobile devices.
- Implement Liquid templating within Braze to deliver personalised and dynamic content, including conditional logic, fallback handling and behaviour-driven messaging.
- Use Braze Connected Content to integrate real-time data into communications, such as auction availability, route-based recommendations and external data feeds.
- Maintain a scalable library of modular templates and components to support efficient and consistent campaign delivery.
- Monitor and support email deliverability, working with relevant teams to maintain list quality and ensure strong inbox placement.
Push, In-App and Mobile Channel Execution
- Configure and deploy push notifications and in-app messages in Braze, including rich formats, deep linking and personalised content.
- Ensure deep links are correctly implemented across iOS and Android so users are routed to the correct in-app destination with appropriate parameters.
- Partner with Product and Engineering to ensure new behavioural events are correctly instrumented in the Braze SDK and reflected in Amplitude for analysis and targeting.
- Stay up to date with platform changes across iOS, Android and Braze, ensuring lifecycle programmes remain effective and compliant.
Personalisation and Dynamic Content
- Implement advanced personalisation using Liquid across channels, including conditional logic, data-driven content and fallback handling.
- Work with the Lifecycle Data Strategist to incorporate predictive signals such as intent and churn indicators into messaging logic.
- Build dynamic content structures that reflect lifecycle stage, behaviour, route context and engagement patterns to deliver relevant experiences.
- Test and validate all personalisation thoroughly, including edge cases and missing data scenarios, to ensure consistent output across segments.
Quality Assurance and Testing
- Own quality assurance for all campaign launches, validating rendering, links, personalisation, suppression logic and journey behaviour before deployment.
- Configure and support A/B testing within Braze, ensuring correct setup, measurement and reliability of results.
- Maintain a consistent QA framework and checklist to ensure high standards across all campaigns.
- Investigate and resolve issues post-launch, including rendering errors, data issues or trigger failures, and communicate clearly on root cause and resolution.
Technical Infrastructure and Platform Development
- Contribute to the ongoing development of the Braze platform, identifying opportunities to improve capability, scalability and efficiency.
- Maintain clear documentation of event tracking and data structures across Braze and Amplitude, ensuring alignment between platforms.
- Support integration of new data sources and external feeds through Connected Content and webhooks.
- Document build processes, templates and journey structures to support team efficiency and onboarding.
Governance and Compliance
- Contribute to the ongoing development of the Braze platform, identifying opportunities to improve capability, scalability and efficiency.
- Ensure all campaigns comply with GDPR and PECR requirements, including consent management and opt-out handling.
- Maintain high standards of data hygiene across CRM channels.
- Work with legal and data teams to ensure personalisation and data usage align with regulatory requirements.
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What You'll Need
We are looking for a technically strong CRM developer who takes pride in the quality and reliability of their work, with a strong focus on both execution accuracy and customer experience.
Experience
- 5 to 8 years of hands-on experience in CRM or lifecycle campaign development.
- Strong experience working in Braze, including Canvas configuration, segmentation, Liquid personalisation and multi-channel execution.
- Experience building behaviour-triggered lifecycle journeys and understanding the difference between scheduled and event-driven messaging.
- Experience working with Amplitude alongside Braze, including cohort syncing and funnel analysis.
- Solid experience building responsive HTML email templates across major clients and devices.
- Experience using Connected Content to integrate dynamic data into messaging.
- Experience working in a mobile-first environment, including push notifications, deep linking and in-app messaging.
Technical Skills
- Strong proficiency in HTML and CSS for email development.
- Advanced knowledge of Liquid templating for personalisation and dynamic messaging.
- Understanding of Braze Canvas architecture, including journey logic, testing and analytics.
- Familiarity with APIs, webhooks and JSON for data integration.
- Understanding of email deliverability fundamentals and best practices.
- Awareness of mobile messaging requirements across iOS and Android.
- Basic JavaScript knowledge is beneficial.
Skills And Capabilities
- High attention to detail and strong QA discipline.
- Strong problem-solving ability and technical troubleshooting skills.
- Clear communication with both technical and non-technical stakeholders.
- Collaborative and proactive approach to delivery.
What Would Make You Stand Out
- Experience with Movable Ink or similar dynamic content platforms, particularly integration with Braze.
- Experience with CDP tools such as Hightouch for audience syncing and activation.
- Experience working with data science or analytics teams on predictive lifecycle programmes.
- Familiarity with managing dynamic product or inventory data within campaigns.
- Experience in travel, marketplace or subscription businesses.
What's On Offer
- An outstanding team culture, where we solve problems together to drive the best possible results
- A competitive salary
- A 4 day working week to ensure the best possible work/life blend (hello 3 day weekends!)
- Private healthcare plan via Aviva, with added gym discounts and incentives to encourage you to get out, get active and stay mentally and physically healthy
- A benefits package that includes salary sacrifice childcare benefit, enhanced parental leave, electric car leasing scheme, and free upgrades with our rail partners
- Engaging, all expenses paid monthly team days to connect and collaborate
We're currently taking a flexible approach to where our team work - we have a great office near Liverpool St should you wish to use it, but we welcome applications from across the UK, as many of us work remote first.
The process
- 30 Minute Screener - with Lucy (Senior Talent + People Partner)
- 60 Minute Technical Interview - with Sheran [Head of Growth] & Lisa [CRM Manager]
- 30 Minute Culture Interview - with Iain [CEO], and Dirk [CTO]
At Seatfrog, we consider diversity a strength - inclusion fuels our ability to solve problems we never thought we could. Your application will be considered on its merits, without regard to
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