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Senior CRM Manager
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OverviewWe’re looking for a Senior CRM Manager to lead the CRM function across Kids Pass, Days Out UK, and other DRG brands. This is a hands-on role that combines strategic leadership with day-to-day execution. You’ll shape the future of our CRM capability while directly managing campaign delivery, driving customer engagement, retention, and conversion through a data-led strategy, advanced personalisation, and lifecycle automation.ResponsibilitiesStrategy & Planning: Develop and own the CRM contact strategy, aligning messaging frequency, segmentation rules, and campaign execution with business objectives.Create and manage an annual execution calendar, incorporating seasonal peaks and business priorities.Lead CRM personalisation strategy across email, SMS, and push.Execution and Governance: Write, build, and schedule CRM campaigns (email, SMS, push) using segmentation and dynamic content.Manage campaign QA and sign-off processes to ensure accuracy, brand consistency, and high-quality delivery.Collaborate with design, product, and partnerships to deliver best-in-class comms.Develop and maintain automated customer journeys (welcome, cancellation, renewal, win-back, upsell).Support testing activity including subject lines, send times, content variants.Optimisation & Reporting: Define CRM KPIs and implement a performance reporting framework (open rates, CTR, conversion, retention).Monitor funnel performance and deliver optimisation plans to reduce drop-off rates.Lead an iterative test-and-learn programme (A/B testing, geo-testing, automation enhancements).Provide weekly and monthly reporting to share performance insights and recommendations.Leadership & Capability Building: Act as the go-to expert for lifecycle marketing, championing CRM across the business.Contribute to wider marketing planning, ensuring CRM aligns with commercial and brand objectives.Experience & Skills4–6 years’ experience in CRM/lifecycle marketing, covering both strategic planning and campaign execution.Hands-on experience with enterprise CRM platforms (XtremePush preferred, or similar).Strong analytical skills; able to translate performance data into actionable insights.Proven track record in automations, segmentation, and personalisation at scale.Experience in CRM migration projects desirable.Strong copywriting and content editing skills, with a good eye for design.Knowledge of email HTML and familiarity with Figma is a plus.Highly organised, detail-focused, and able to juggle multiple projects.Strategic thinker with a hands-on approach and strong attention to detail.Collaborative, proactive team player.LocationHybrid (Altrincham office 3 days per week, 2 days remote)About Digital Rewards GroupDRG is the UK’s leading digital rewards and consumer incentive agency, owning brands including Kids Pass, Digital Perks, Popcorn Pass and more. All powered by our own digital platforms, our 40 strong work-force are housed in a modern, open-plan office in Altrincham town centre, just outside Manchester. Our culture is fast-paced and unique, we recognise great achievements with great rewards.We’re a fast-growing business that leverages strong partnerships to create compelling digital propositions for clients including Marks & Spencer, Barclays, Mars, Vodafone, The Daily Mail and Iceland. #J-18808-Ljbffr
