Senior CRM Executive

Company Overview

Overall Responsibilities

• Execute CRM campaigns across channels including email, push notifications, SMS and in-app messaging, customer inbox, ensuring timely and accurate delivery at scale.
• Build, manage and optimise automated workflows and lifecycle-based customer journeys within CRM platforms (e.g. XtremePush), including trigger-based and behaviour-led communications.
• Translate CRM plans and campaign briefs into live campaigns and journeys, ensuring alignment to lifecycle strategy and business priorities.
• Activate and manage audience segments from the Snowflake SCV, ensuring campaigns are delivered using clearly defined, segment-led targeting approaches.
• Apply segmentation frameworks defined by the CRM Manager and R-Cubed, ensuring all CRM activity is audience-led and aligned to lifecycle stages and customer behaviour.
• Apply audience selection, exclusions and suppression logic to ensure campaigns are accurately targeted and aligned to customer preferences and contact policies.
• Implement both automated lifecycle communications and ad-hoc campaign activity in line with trading requirements and operational priorities.
• Apply dynamic content and personalisation techniques to deliver relevant, data-driven customer experiences.
• Ensure all campaign assets (copy, creative, links and tracking) are correctly implemented, tested and quality checked prior to launch.
• Monitor campaign and journey performance across key metrics such as engagement, conversion, retention and reactivation, proactively identifying opportunities for optimisation.
• Support the delivery of CRM-driven revenue, retention and reactivation targets through effective campaign execution.
• Support A/B testing initiatives, implementing and tracking experiments to improve performance.
• Collaborate closely with the Brand Manager, Designers and Social and Content Lead to finalise and adapt content for CRM channels.
• Work with Digital Channels teams (web and app) to ensure CRM activity aligns with customer journeys and digital experience.
• Collaborate with Retail/Telesales teams to ensure activity reflects operational priorities and customer interactions.
• Support alignment with Commercial teams to ensure CRM activity contributes to trading performance and business outcomes.
• Maintain CRM data hygiene and support data integrity across platforms and ensuring CRM activity complies with data governance standards, consent management policies and relevant regulations.
• Identify opportunities to improve campaign execution, automation and performance through better use of data, technology and process.
• Stay informed on CRM, lifecycle marketing and personalisation best practices, bringing relevant ideas and innovation into the team.

Skills Required

• Experience in CRM, digital marketing or campaign execution roles within a B2C environment.
• Hands-on experience with CRM and marketing automation platforms such as XtremePush, Salesforce or similar.
• Strong understanding of data-driven marketing, including segmentation, targeting and campaign performance optimisation.
• Experience building and managing automated workflows and lifecycle-based CRM programmes.
• Experience with CRM platforms (e.g., Braze, Salesforce, HubSpot, Zoho, Dynamics, or similar).
• Familiarity with customer data environments (e.g. Snowflake or similar SCV platforms).
• Understanding of audience selection, exclusions, suppression logic and contact strategy principles.
• Knowledge of data governance, consent management and regulatory requirements within CRM communications.
• Ability to interpret campaign performance data and apply insights to improve future activity.
• Strong performance mindset, with a focus on continuous improvement, efficiency and measurable outcomes.
• Strong attention to detail and ability to manage multiple campaigns and workflows simultaneously.
• Good understanding of digital customer journeys and multi-channel communication.
• Collaborative mindset with the ability to work effectively across Marketing, Commercial, Operations and external partners.
• Curious and proactive mindset, with an interest in industry trends, tools and best practice.
• Comfortable working in a fast-paced, digital-first and performance-driven environment.

Qualifications Required

• Bachelor’s degree in Marketing, Digital Business, Communications, or related field.
• Additional certifications in CRM, Martech or Data are a plus.