CRM Manager

About This Role

This CRM Manager role is for a data-driven, customer-centric, solution-oriented, and technically confident individual to manage the customer lifecycle and the Hub Spot platform. The core purpose is to find new ways to drive retention and growth at scale, with scope to shape how the company engages families across their membership and make a visible impact on customer and business metrics.

Responsibilities

• Manage Hub Spot, the CRM platform, ensuring it is set up correctly, runs reliably day to day, and holds accurate data
• Spot and resolve platform and workflow issues quickly
• Use customer data and insight to define segmentation, size opportunities, and prioritize where CRM will have the most impact
• Design personalized journeys across the full parent lifecycle, covering nurturing prospects to trial, onboarding families, growing early-life membership and preventing churn, and winning back lapsed members
• Map and build the workflows and audiences behind each journey and campaign across email, WhatsApp, and push notifications
• Plan the CRM campaign calendar and set how often, and on which channel, families hear from the company
• Work closely with the CRM Exec and the Customer Comms Manager to get journeys and campaigns live accurately and on time
• Be accountable for CRM performance, measuring its impact on core business metrics and engagement
• Review and improve live journeys and campaigns on an ongoing basis, and report results clearly to the Head of Retention, the Chief Customer Officer, and the wider marketing team
• Bring a test-and-learn approach, with clear testing plans and a structured way of turning results into action
• Act as the CRM champion and work with Dev on integrations and lead the roadmap of improvements to the CRM platform
• Set the standards for how emails are built and sent, including reusable templates, QA checks, and deliverability best practice
• Ensure consent and preferences are managed in line with GDPR and PECR across every channel

Requirements

• At least 4 years of CRM experience, ideally in a subscription or membership business, with Hub Spot as an advantage
• Hands-on experience of building workflows, segmentation, and automation, and of keeping CRM data accurate
• A strong grasp of lifecycle marketing, from prospect nurture through onboarding, retention, and win-back
• Experience across email and push notifications, ideally WhatsApp too, with a solid understanding of email build standards and deliverability
• The technical confidence to troubleshoot platform issues and work with developers on integrations
• Working knowledge of GDPR and PECR as they apply to CRM
• Strong analytical skills, with experience of designing tests and tracking performance against KPIs