Key Group
Marketing CRM & Analytics Manager (12 Month FTC)
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Key Group
Key Group is one of the most exciting, forward-thinking brands in financial services, focused on helping people unlock a better retirement since 1998. We are later life lending experts, with a market leading specialism in equity release. We offer later life lending advice and solutions to help homeowners across the UK unlock a better retirement by accessing some of the wealth tied up in their properties. Or as we like to say, retirement finances, unlocked. Our portfolio of brands comprises of Key (the Adviser), More2Life (the Lender), and Air (Adviser software service).
Marketing CRM & Analytics Manager
We're looking for an experienced Marketing CRM & Analytics Manager to join our B2B Marketing team on a 12-month fixed-term contract.
This is a strategically focused role responsible for defining and delivering our CRM, audience engagement, and marketing analytics strategy. You'll create a clear roadmap for how CRM, data, and marketing automation can be used to better understand, segment, engage, and nurture adviser audiences, supporting our wider acquisition, engagement, and growth objectives.
Working closely with Marketing, Sales, Product, Change, and Data teams, you'll develop adviser journey strategies, lead segmentation and personalization initiatives, and identify opportunities to improve performance through data-led marketing. You'll play a key role in embedding enhanced marketing analytics capabilities, translating insight into commercially focused recommendations that drive business performance.
This role would suit someone with strong CRM strategy experience, a passion for lifecycle marketing and analytics, and a proven track record of delivering CRM programs within a B2B financial services or regulated environment.
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Main role & responsibilities
- Define and own the CRM strategy, customer engagement strategy, and CRM roadmap for adviser marketing activity.
- Develop and implement lifecycle marketing strategies that support acquisition, engagement, retention, and nurture objectives.
- Design and optimize adviser journey strategies, ensuring communications are relevant, timely, and aligned to business priorities.
- Lead segmentation and personalization strategies to improve audience targeting and campaign effectiveness.
- Translate business objectives into clear CRM requirements and prioritized delivery plans.
- Partner with Sales, Product, Change, and Data teams to deliver integrated CRM and marketing automation initiatives.
- Oversee campaign planning, execution, testing, and optimization, ensuring continuous improvement through data and insight.
- Establish measurement frameworks, KPIs, and reporting to evaluate campaign effectiveness and customer engagement.
- Identify opportunities for CRM platform development and capability enhancement.
- Support the ongoing development of marketing analytics, ensuring insights are converted into actionable commercial recommendations.
- Champion best practice in data-led marketing and adviser engagement within a regulated environment.
- Provide strategic guidance on CRM transformation initiatives and future capability requirements.
Skills & experience we look for
- Proven experience developing and delivering CRM strategy or customer engagement strategy within a B2B environment.
- Strong experience building and managing CRM roadmap development programs.
- Experience creating segmentation and personalization strategies that drive measurable business outcomes.
- Understanding of marketing automation platforms and automated nurture programs.
- Experience using CRM and marketing analytics to deliver data-led marketing recommendations.
- Proven ability to establish measurement frameworks and optimize campaign performance.
- Strong stakeholder management skills with the ability to influence and collaborate across multiple business functions.
- Experience delivering CRM transformation or CRM platform development initiatives.
- Knowledge of acquisition, engagement, and nurture strategies across the customer lifecycle.
- Experience within B2B financial services or another regulated marketing environment would be highly advantageous.
- Strong analytical and commercial mindset with excellent communication and presentation skills.
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Most of all, we look for people who display and work around the core values of our business:
- Ambitious - To break ground to help our customers enjoy a better retirement.
- Supportive - Relationships are key to everything we do.
- Personal - Going above and beyond to offer exceptional service.
- Integrity - Honest, true, and transparent in all of our relationships.
- Responsive - Whatever the challenge, we'll deliver the right result.
- Expert - Experts in our field, our thirst for knowledge never stops.
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