Forward Role are working with an established e-commerce brand in the premium home and lifestyle space. With over 15 years of trading and significant growth in recent years, the business is entering an exciting new phase of development.
Senior CRM Manager
£60k - £65k
Cheshire
Hybrid – flexible approach to office working
Historically sales-led, the business is now evolving into a more structured, strategically driven organisation, with a greater focus on brand, customer experience and sustainable, long-term growth.
This is a key hire at an important point in that journey, with the opportunity to shape the CRM function, influence wider customer strategy and play a senior role in how the business engages and retains its growing customer base.
The Role
As Senior CRM Manager, you will lead a CRM team of three within a 12-strong marketing function and take strategic ownership of the CRM and lifecycle agenda.
You'll be responsible for defining and evolving the CRM strategy, using customer data and insight to shape the roadmap across retention, engagement, personalisation and customer lifetime value. Working closely with senior stakeholders across Marketing, E-commerce, Product and Creative, you'll ensure CRM is fully integrated into the wider commercial and brand strategy.
The role will focus on developing the CRM proposition and capability as the business scales, including expanding beyond its established email programme into a broader multi-channel lifecycle strategy across SMS and WhatsApp.
Key Responsibilities
- Own and evolve the overarching CRM and lifecycle strategy, aligned to wider business and customer objectives
- Lead and develop a team of three, setting clear direction, priorities and ways of working
- Define the CRM roadmap across retention, engagement, personalisation and customer lifetime value
- Identify opportunities to develop the customer journey and introduce new channels, including SMS and WhatsApp
- Set the strategic direction for Bloomreach, ensuring the platform is fully leveraged across segmentation, automation, personalisation and lifecycle activity
- Use customer data, insight and performance analysis to shape strategy and identify commercial opportunities
- Partner with senior stakeholders across Marketing, E-commerce, Product and Creative to align CRM with wider business priorities
- Establish and embed best practice, measurement and reporting across the CRM function
- Oversee the optimisation of CRM activity and ensure the team delivers against commercial and customer objectives
What We're Looking For
- Strong senior-level experience across CRM, lifecycle, retention or customer marketing
- Proven experience developing and delivering CRM strategy within a high-growth consumer or e-commerce environment
- Strong understanding of customer lifecycle, segmentation, personalisation and retention strategy
- Experience leading and developing a CRM team, with the ability to provide clear strategic direction
- Experience with Bloomreach or a similar CRM/CDP platform
- Strong commercial and analytical mindset, with the ability to turn customer data and insight into strategic decisions
- Experience developing multi-channel CRM strategies, ideally including SMS and WhatsApp
- Excellent stakeholder management skills, with the confidence to influence senior teams and work cross-functionally
- Comfortable operating in a scaling business and helping to build structure, capability and best practice as the organisation evolves
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