Senior CRM Manager

We're looking for an experienced Senior CRM Manager 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. 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. 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.