Senior CRM Manager

Senior CRM Manager Permanent From £70,000 + Pension + Bonus + BUPA + ShareSave + 6.6 weeks holiday + Hybrid Working Southampton, Store Support Office We believe anyone can improve their home to make life better. From our Southampton Store Support office (SSO), we equip our stores, our people, and our whole business with everything it takes to help our millions of customers create a home they’ll love. Join us as a Senior CRM Manager and you’ll be a big part of this. Part of the broader CRM & Loyalty team, the CRM team’s role is to drive value from our customers at all stages of their relationship with us. We focus on utilising customer data and consent to maintain and grow each customer relationship, in order to drive business growth including sales, profit and share, and long-term loyalty. This role will take leadership of the whole CRM team and is accountable for the definition, planning, execution, and reporting of our CRM strategy for the total business (B&Q and TradePoint). You'll be working closely in collaboration with key leaders across the business to build and own CRM programmes that deliver measurable financial benefits for the company and relevant, positive experiences for our customers that help to build customer loyalty and lifetime value. Key Accountabilities / Responsibilities: Working with your 3 direct reports (CRM Managers), you’ll help to define CRM strategies and tactics that deliver value for the business and customer across the three sub-teams: 1) Basket/store trade driving; 2) Category trade driving; 3) Loyalty, lifecycle and digital. Build and own the cross-channel CRM strategy for the business, with an associated roadmap to deliver. Accountable for setting, tracking, and strategizing to deliver CRM commercial and customer targets (e.g. incremental sales, active customers, contact-ability), organising the team’s resources against achieving these goals. Build close relationships with key commercial functions to enable a clear understanding of priorities, influencing commercial plans by proposing CRM activities that will directly support the delivery of their revenue and profit targets. Define clear roadmaps for CRM programme optimisation, with test and learn plans, ensuring the execution of these delivers meaningful results that lead to improved financial performance and positive customer behaviour impact. Own analytics requirements for CRM and champion a data-centric approach to performance optimisation through insights, reporting, and post-campaign analysis. Play a critical role with our loyalty proposition review and relaunch, including the CRM strategy to support and enable the loyalty experience on a day-to-day basis, and helping to build a comprehensive go-to-market plan for launch. Communicate the value of CRM to the business, helping to inform and influence senior leaders up to board level on the value that CRM is achieving for the business. Ownership of CRM budget management - robustly manage the finance reporting process. Report on any variances and take accountability for overall budget spend. Key Business Relationships: Collaborate with senior business stakeholders across commercial, finance, marketing, tech, digital, and legal to understand business objectives and requirements, ensuring there is a clear, consistent communication flow that feeds these inputs into CRM programmes and roadmap. Work in close partnership with the Senior Personalisation Manager, providing them with clarity on CRM strategies so that they can help to design and enable personalisation use cases that improve the efficacy of CRM tactics. Work closely with counterparts across loyalty, personalisation, data & analytics to develop effective working processes for cross-team squads that deliver value aligned to specific business outcomes (e.g. digital, category, loyalty squads). Play a lead role with CRM agency relationships, ensuring clarity of requirements, budgeting, invoicing, and performance management of said agencies to ensure agency deliverables meet and exceed expectations. Required Skills & Experience: Proven ability to lead a CRM team to deliver commercial and customer success, ideally within the Retail (or similar B2C) industry. Expert knowledge of CRM strategies, processes, and systems required to deliver best-in-class CRM. Significant experience delivering personalisation in CRM and understanding the technical capabilities and processes required to deliver flawlessly. Strong experience working within loyalty programmes and particularly how CRM and loyalty come together to drive customer and business. Hands-on experience using campaign management or marketing automation platforms (preferably Braze). A data-centric mindset with excellent analytical knowledge, allowing effective briefing of analytical requirements and confidence in challenging methods or interpretation of analytics outputs. You thrive in delivering transformation and change, with experience of strategic projects to improve capabilities that required a mid to long-term roadmap, within CRM, loyalty, marketing, or digital. You’re confident at championing customer metrics and evangelising the value of CRM to peers and leaders across large corporate environments, using data to persuade and influence. You’re passionate about people; looking after the team you lead and growing it in a diverse and inclusive way to champion new ideas and achieve greater success.

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