Group CRM Lead

Job Purpose

BHID Group is the UK's leading provider of bespoke luxury furniture. With over 40 years of experience, we craft furniture with meticulous attention to detail, transforming spaces that inspire and set the standard for luxury living. Through exceptional design and service, we enhance our clients' homes and enrich their everyday lives.

The Group CRM Lead will take ownership of our CRM strategy across all four divisions, developing and delivering campaigns that nurture leads, strengthen client relationships, and drive measurable business growth. Reporting to the Group Head of Marketing, this role will lead on segmentation, automation, and personalisation to ensure every interaction feels relevant, timely, and valuable.

Key Responsibilities

• Own the CRM strategy, managing customer data, workflows, and automation to maximise engagement and conversion.
• Design, implement, and optimise lifecycle campaigns, including lead nurturing, onboarding, retention, and reactivation programmes.
• Lead segmentation and audience strategy, ensuring messaging is tailored and relevant to client needs and behaviours.
• Work with other members of the marketing team, Telesales, and Creative manager to deliver personalised campaigns that enhance the end-to-end customer journey.
• Drive CRM data hygiene and integrity, ensuring accurate reporting and compliance with GDPR and data protection regulations.
• Monitor and analyse campaign performance, providing actionable insight to improve targeting, frequency, and ROI.
• Champion a test-and-learn approach, using A/B testing and analytics to continuously refine campaigns and messaging.
• Identify opportunities for marketing automation and CRM platform enhancements to improve efficiency and impact.
• Support the Group Head of Marketing with reporting, providing insights into customer behaviours and channel performance.
• Act as a CRM subject

Essential skills:

• Proven experience in CRM, email marketing, or marketing automation, ideally in a multi-brand or multi-division business.
• Strong knowledge of CRM platforms, segmentation, automation, and data analytics.
• Track record of delivering measurable improvements in engagement, conversion, and retention.
• Excellent analytical skills, with the ability to interpret data and translate insights into actionable strategy.
• Strong understanding of GDPR, data protection, and best practices for managing customer data.
• Experience collaborating with creative, sales, and digital teams to deliver integrated campaigns.
• Highly organised, detail-oriented, and comfortable managing multiple projects and priorities.
• Strong communication and stakeholder management skills.
• A passion for delivering exceptional customer experiences through insight-driven marketing.

Personal attributes:

• Analytical and data-driven naturally digs into metrics, spotting patterns and opportunities to improve engagement, conversion and ROI.
• Strategic thinker balances day-to-day campaign execution with long-term planning to grow revenue and client loyalty.
• Commercially minded understands how CRM activity supports wider business goals and can clearly link insights to growth.
• Problem-solver anticipates challenges such as deliverability or data quality issues and addresses them before they impact results.

Benefits:

• 22 days annual leave plus bank holidays (rising with service).
• Home working up to 2 days per week (subject to change and dependant on role).
• Contributory pension with salary exchange (subject to qualifying).
• BHID Connect through our partnership with Reward Gateway, you can save money on everyday spending and make your money go further at up to 770 retailers.
• Wellbeing centre exercise videos, mindfulness tools, nutritional and financial advice.
• Employee Assistance Programme access to 24/7 counselling and support helpline.
• Employee Mortgage Services through our partnership with Charles Cameron we provide access to mortgage advice and education services.
• 2W Cycle to Work.
• Length of Service Milestone Rewards.
• Free parking.
• Christmas functions.
• We are constantly reviewing our benefits and have some exciting new initiatives coming soon