Azzurri Group
Senior CRM Manager
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Senior CRM Manager
Reporting to: Head of CRM & Digital
Location: London (hybrid, 3 days in office)
Summary
The Azzurri Group is one of the UK’s largest and most successful hospitality investment platforms. We operate two leading national Italian full-service brands, Zizzi and ASK Italian and the UK’s leading quick-service Italian, Coco di Mama. Beyond Italian cuisine, we boast renowned Irish fast casual Mexican restaurant brand Boojum, and the franchise rights to leading US Brand Dave’s Hot Chicken.
As a group, our purpose is to build better food businesses that sustain happy, healthy lives. We are in this together, and we’re committed to providing an engaging, honest, and inspiring working environment for you to grow and develop your career.
At Azzurri, we believe that a diverse and inclusive team is essential to building great relationships and connections, and ultimately a better business. If you’re passionate, want to make a positive impact and share our values, we would love to hear from you!
The Role
Working across the Azzurri Group you will own the planning, execution and optimisation of CRM and loyalty communications across Azzurri’s brands.
You will lead the development of customer journeys, lifecycle communications, segmentation strategies and loyalty engagement programmes that drive meaningful commercial outcomes.
The role requires a blend of strategic leadership and hands-on delivery. You will work closely with Brand Marketing, Digital, Technology, Data & Analytics, Operations and external partners to improve customer engagement and build best-in-class CRM capability.
This is an exciting opportunity to shape the future of CRM within a fast-moving hospitality business investing heavily in digital growth, loyalty and personalisation.
What You’ll Be Doing
CRM Strategy & Performance
- Lead CRM strategy across customer acquisition, engagement, retention and reactivation
- Develop and optimise lifecycle journeys across email, push notifications, SMS and app channels
- Drive measurable improvements in key KPIs including frequency, customer lifetime value, retention, open rates, click-through and conversion
- Own campaign planning and CRM calendars aligned to brand and commercial priorities
- Develop segmentation, targeting and personalisation strategies using customer and behavioural data
- Lead test-and-learn programmes to improve performance and customer insight
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Loyalty & Customer Engagement
- Support the ongoing evolution of Azzurri loyalty programmes including Zillionaires and ASK Perks
- Work closely with Brand and Commercial teams to develop compelling member propositions, rewards and promotional mechanics
- Use customer insight and loyalty data to identify growth opportunities and behavioural trends
- Support acquisition initiatives to grow membership and customer engagement
Insight & Analytics
- Produce regular reporting and performance analysis for CRM activity
- Translate customer and campaign data into actionable commercial recommendations
- Build ROI cases for CRM investment and promotional activity
- Support wider business understanding of customer behaviour and digital performance
Cross-Functional Collaboration
- Partner closely with Brand Marketing teams to ensure communications are on-brand, commercially effective and customer-first
- Work alongside Digital & Technology teams on CRM platform improvements, integrations and innovation opportunities
- Collaborate with Operations and Commercial teams to ensure campaigns support restaurant trading performance
- Manage relationships with CRM, loyalty and agency partners to maximise performance and value
Team & Capability
- Support and develop CRM executives and managers where applicable
- Help shape CRM best practice, governance and ways of working across the business
- Stay current with CRM, loyalty and digital marketing trends, tools and technologies
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Who We’re Looking For
- 5+ years’ experience in CRM, loyalty or digital marketing roles within a consumer-facing business
- Strong commercial mindset with a clear understanding of how CRM drives revenue and customer value
- Highly analytical and data-driven with the ability to turn insight into action
- Hands-on experience building and optimising customer journeys and CRM campaigns
- Experience using CRM and marketing automation platforms
- Strong stakeholder management and collaboration skills
- Excellent communication and presentation capability
- Comfortable operating in a fast-paced, evolving environment
Desirable:
- Hospitality, retail, leisure or ecommerce experience
- Experience working with loyalty programmes
- Knowledge of customer segmentation and personalisation strategies
- Understanding of digital acquisition channels and customer funnel performance
- Experience working with agencies and external technology partners
What We Can Offer You
- Competitive salary
- Annual bonus
- The opportunity to work remotely on an ad hoc basis
- Employer pension contribution
- Private Healthcare – Single Cover
- 25 days holiday plus bank holidays
- Income Protection & Life Assurance
- Access to WeCare wellbeing services and online GP for you and your family
- Cycle to Work scheme
- Interest free travel loan
- Eye care & flu vaccination vouchers
- 50% discount at ASK Italian, Coco di Mama, Dave’s Hot Chicken and Zizzi
Where We Work Together
We have a great office designed by our own in-house creative team, located in Central London, just opposite the Edgware Road Circle line tube stop. As you might expect from a restaurant company, we have great, free espresso and some top-class baristas among our teams. A free Coco di Mama breakfast is provided every Tuesday and Thursday and free fruit is available all day every day. We regularly order in pizza, pasta and salads for lunch.
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