Responsibilities at a glance involve setting the CRM strategy, driving lifecycle value across email, push and in-app, and running a rapid test-and-learn operation with cross-functional alignment.

• Set the strategy and roadmap
• Set the direction for lifecycle marketing to grow customers’ lifetime value, using behavioural insight as the backbone of your strategy.
• Shape your ideas and prioritise the initiatives you believe will have the greatest impact across app, email, and push channels.
• Build, ship and learn
• Establish a slick test-and-learn operation so you can ship quickly and scale the winners.
• Stay ahead of the curve, developing our CRM channels in line with emerging industry trends and tools.
• Measure CRM outcomes
• Evolve the measurement framework to demonstrate the incremental impact of CRM activity on the business.
• Establish clear attribution and incrementality methodologies, including hold-out testing and A/B experimentation.
• Partner with wider teams
• Represent CRM within the wider Marketing department and collaborate cross-functionally with Product, Engineering, and Data teams.
• Use storytelling and data-driven business cases to influence stakeholders and secure support for your key projects.
• Work into Head of Product Marketing
• Report into the Head of Department, who oversees all paid and owned marketing channels.
• Manage your projects upwards clearly — showing progress, flagging blockers, and making the case for what you need to move fast.
• Own the tools
• Serve as the sole business owner of our CRM platform, ensuring it is fit for purpose and aligned to your strategic goals.
• Work closely with our external partner to make it a relationship of strength, not just a vendor arrangement.