CRM & Customer Lifecycle Manager

B2B Multisite Business | Cambridgeshire | Hybrid | Permanent

The Opportunity

We are partnering with a large, established B2B multisite organisation to appoint a CRM & Customer Lifecycle Manager.

Operating across an extensive network of locations and serving a broad and diverse customer base, the business is continuing to invest in its digital, data and customer capabilities. This appointment will play an important role in developing how the organisation communicates with, engages and retains its customers across the full lifecycle.

This is a commercially focused CRM role combining strategy with hands-on delivery. The successful individual will take ownership of CRM activity, developing more sophisticated approaches to segmentation, personalisation, automation and lifecycle marketing.

The objective is clear: use customer data and technology more effectively to increase engagement, improve retention, encourage repeat purchasing and ultimately grow customer lifetime value.

This would suit someone who enjoys working within a complex B2B, multisite or omnichannel organisation, where CRM needs to connect digital activity with a wider commercial and customer strategy.

The Role

Reporting into the senior marketing leadership team, you will help define and deliver the CRM and customer lifecycle strategy across the business.

You will take a data-led approach to understanding different customer groups, their behaviours and their needs, translating those insights into relevant communications and customer journeys.

Key responsibilities will include:

• Developing and delivering the CRM and customer lifecycle strategy across the organisation.
• Taking ownership of customer segmentation and identifying opportunities to create increasingly targeted and personalised communications.
• Mapping and improving journeys across the full customer lifecycle, from acquisition and onboarding through to engagement, retention, reactivation and loyalty.
• Planning and delivering multichannel CRM campaigns that support wider marketing and commercial objectives.
• Developing automated customer journeys based on behaviours, purchasing patterns, engagement and other relevant customer signals.
• Managing the CRM campaign calendar and coordinating activity with marketing, digital, ecommerce and commercial stakeholders.
• Using customer and transactional data to identify opportunities to improve engagement, frequency, retention and customer value.
• Establishing a structured test-and-learn programme, continually testing messaging, audiences, journeys, timings and propositions.
• Monitoring CRM performance and producing clear reporting around campaign effectiveness and commercial impact.
• Translating data and campaign results into practical recommendations for future activity.
• Taking day-to-day ownership of the CRM / marketing automation platform and helping the business maximise its capabilities.
• Working with internal data and technology teams to maintain data quality and improve integrations between relevant systems.
• Ensuring CRM activity follows appropriate data protection, consent and compliance requirements.
• Managing external agencies, technology partners or other suppliers where required.
• Working collaboratively across a multisite organisation, ensuring central CRM strategy supports the needs of different customer groups, locations and commercial teams.