The CRM Manager is responsible for developing and delivering CRM strategies that retain existing customers, deepen engagement, and increase long-term loyalty. This role owns customer lifecycle activity post-acquisition, ensuring customers remain active, satisfied, and connected to the brand.
Key Responsibilities
Strategy & Planning
- Own the CRM strategy for customer retention, engagement, and reactivation.
- Design and optimise customer lifecycle journeys (onboarding, engagement, win-back).
- Define engagement KPIs and success metrics aligned to customer strategy.
Campaign & Journey Management
- Plan and oversee always-on and campaign-based CRM activity across channels
- Lead behavioural-trigger programs.
Execution
- Execute and QA new and always-on campaigns.
- Ensure timely, accurate, and high-quality delivery of CRM activity.
- Conduct regular testing and optimisation to improve engagement performance.
Data & Insight Collaboration
- Partner closely with the Customer Insight & Data Planning manager to interpret engagement data and trends.
- Use insights to refine segmentation, targeting, and messaging strategies.
- Translate data into actionable improvements.
Stakeholder Management
- Work cross-functionally with marketing, product, and customer teams.
- Clearly communicate plans, performance, and learnings to Senior CRM manager.
Essential Skills & Experience
- 3+ years CRM experience, ideally in insurance, financial services, or a retention-driven business model.
- Proven experience owning retention, renewal, or lifecycle marketing strategies.
- Strong understanding of customer lifecycle management and churn drivers.
- Experience designing and delivering:
- Renewal communications (packs, reminders, chase strategies)
- In-life engagement campaigns
- Hands-on experience with CRM / marketing automation platforms
- Strong knowledge of multi-channel CRM
- Ability to analyse and act on CRM performance metrics (renewal rate, churn %, engagement).
- Experience running test-and-learn / optimisation programmes (A/B testing).
- Strong planning, prioritisation, and campaign management skills.
- Ability to work cross-functionally with operations, customer service, and product teams.
Desired Skills & Experience
- Experience in regulated environments (e.g. GDPR, FCA-style compliance).
- Familiarity with advanced segmentation or cohort analysis.
- Exposure to predictive churn modelling or AI-driven targeting.
- Strong commercial mindset with ability to link retention activity to revenue impact.
