CRM Executive

Monday - Friday (37.5 hours per week

Head of Marketing

• At least 2-3 years’ experience building, implementing, and improving campaigns through an ESP (ideally Ometria)

• Strong excel competency and analytical skills to interpret data and translate insight into actionable strategies

• Ability to write clear, engaging, and on-brand CRM communications (email & SMS)

• Customer-centric mindset prioritising the customer experience and needs

• Flexible and agile in adjusting strategies based on changing customer behaviour, feedback, or business priorities

• Comfortable working cross-functionally with marketing, ecommerce and merchandising teams

• Excellent reporting skills with the ability to create dashboards, reports, and KPIs for management

• Understands sales & customer retention strategies and how to drive sales, cross-sell, and retain customers

• Familiarity with automation email campaigns, loyalty programs, and customer engagement strategies

Your main responsibilities will be:

• Own email briefing process end-to-end working with graphic designer to deliver engaging content that drives key CRM metrics

• Plan, build, & send email & SMS campaigns, including segmentation, scheduling, and QA. Ensure all campaigns are delivered accurately and on time in line with the marketing calendar

• Create and manage audience segments based on customer behaviour, lifecycle stage and purchase history. Use segmentation to improve relevance, engagement and conversion

• Track CRM performance metrics such as open rate, CTR, CTOR, conversion, and revenue contribution. Produce regular reports with clear insights and recommendations for optimisation

• Maintain and optimise automated flows (welcome, post-purchase, browse/cart abandonment, re-engagement), whilst identifying new automations to drive revenue and maximise lifetime value of customers

• Maintain accurate customer data and support GDPR-compliant practices within the CRM platform.

• Work closely with Marketing and Ecommerce team to align messaging, timing and creative assets

• Work with Head of Marketing to define and roll-out a customer loyalty/VIP programme

• Manage, plan, and write SMS notifications based on trade opportunities and customer moments

• Stay up to date with new Ometria platform features and email best practices

What does success look like?

• Increased customer engagement and retention through data-driven CRM initiatives

• Accurate, insightful CRM reporting that supports commercial decisions

• Seamless execution of CRM campaigns aligned with business objectives and deadlines

• Continuous optimisation of customer journeys and communications

KPIs:

• To increase active customers over LTM and increase LTV

• Track human engagement metrics such as Click-to-Open Rate and Click-Through Rate across campaigns and flows to check relevancy

• Revenue driven by CRM channels (email and SMS), including share of total online revenue. Tying CRM activity to commercial impact while still focusing on retention