SearchWorks
Senior Manager Customer Relationship Management
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We’re looking for an experienced Head of CRM to transform CRM from a campaign execution function into a strategic customer growth channel.
You’ll own our CRM strategy, customer lifecycle and retention roadmap, leading a team of two and working closely with Marketing, Product, Data, Customer Service and Commercial stakeholders.
This is a high-impact role for someone who combines strategic thinking with hands-on delivery. You’ll use customer insight, segmentation, personalisation, automation and experimentation to improve retention, engagement, reactivation and customer lifetime value.
What you’ll be responsible for
CRM strategy and leadership
- Develop and deliver the CRM strategy and roadmap alongside the Head of Marketing.
- Turn commercial objectives into prioritised initiatives that improve retention, customer lifetime value and profitability.
- Lead and develop two CRM team members, establishing clear priorities, processes and performance standards.
- Champion customer insight and lifecycle thinking across the business.
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Lifecycle, personalisation and automation
- Optimise journeys across onboarding, activation, retention, reactivation, loyalty and high-value customer segments.
- Develop data-led segmentation and personalisation across email, SMS, app push and on-site experiences.
- Grow the contribution of automated journeys while reducing reliance on manual campaigns.
- Work with Performance Marketing to connect acquisition and retention activity.
- Lead a structured testing programme that turns learning into measurable improvements.
Performance and collaboration
- Own key CRM metrics, including retention, engagement, reactivation, lifetime value and channel revenue.
- Partner with Data to improve customer insight, cohort analysis, reporting and first-party data quality.
- Oversee CRM platforms and identify opportunities to use automation, AI and predictive capabilities.
- Collaborate with Product, Marketing, Customer Service and Commercial teams on customer and business priorities.
- Maintain robust planning, QA and approval processes, ensuring GDPR and industry compliance.
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What you’ll bring
- At least five years’ experience leading CRM, retention or lifecycle marketing within a digital, subscription, ecommerce, gaming or betting business.
- A strong track record of improving retention, engagement, revenue or customer lifetime value.
- Expertise in lifecycle strategy, segmentation, personalisation, automation and performance measurement.
- Hands-on experience with Braze, Klaviyo, Iterable, Salesforce Marketing Cloud or a similar platform.
- Strong analytical and commercial judgement, with the ability to turn customer data into action.
- Experience managing and developing CRM professionals.
- Excellent communication and stakeholder management skills, including the confidence to influence senior leaders.
- The ability to balance strategic leadership with hands-on delivery in a fast-moving environment.
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