CRM Executive

Overview

In this role you drive CRM performance across markets by managing multi-channel campaigns (email, SMS, WhatsApp) and aligning with CRM tech and delivery processes. You’ll test ideas to move lifetime value, activity, and conversations, while collaborating with hubs and sales to prioritise commercial opportunities. You’ll implement campaigns to satisfy product expectations with high standards for content and brand alignment, and contribute to strategic initiatives with practical execution and market insight. This is a hands-on delivery role focused on measurable commercial impact within a cross‑functional CE team.

Responsibilities

• Manage funnel performance across email, SMS and WhatsApp, executing global and market-level strategies
• Continuously test and optimise existing customer funnels through hypothesis, execution, analysis and rapid rollout of wins
• Identify and test new funnel opportunities aligned with customer value and lifetime value growth
• Source test ideas from internal wins, competitors, and external research to inform experiments
• Judge tests by impact on lifetime value, active customers, conversations, GP and conversion, not only short-term metrics
• Develop and maintain persona and audience understanding using Iterable, Lytics and reporting tools
• Ensure high standards for copy, creative and formats aligned with brand guidelines
• Collaborate with MACs to prioritise campaigns for biggest commercial opportunities
• Understand cross-channel context and design testing around Solutions Advisor conversations
• Seek opportunities to use AI/AI-assisted tools to improve efficiency and advocate for improvements
• Contribute to strategic initiatives as a content creator and tester with market insight
• Report campaign performance against targets and explain drivers to stakeholders
• Monitor deliverability and escalate issues to the deliverability team
• Surface opportunities and issues to hub and LCE leadership promptly
• Maintain high attention to detail in all work and collaborate with internal customers to achieve volume and quality
• Research latest CRM and lifecycle marketing trends to apply to campaigns

Key requirements

• Solid CRM execution background (email and SMS)
• Iterable preferred; other major ESPs acceptable
• WhatsApp exposure a plus
• Commercial mindset focused on GP, revenue impact and lifetime value
• Strong test-and-learn discipline and curiosity beyond current plan
• Good eye for creative and ability to brief/produce imagery or video within brand guidelines
• Comfort with AI-assisted tools for efficiency
• Self-driven; proactive in testing and prioritising opportunities
• Ability to work cross-functionally with stakeholders and hubs

• data-driven decision making
• collaboration and teamwork
• curiosity and pattern-spotting
• Iterable
• Lytics
• SleekFlow

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