Senior CRM Manager

Digital Rewards Group; England; Hybrid; GBP 45,000 - 60,000; Full time

Job summary

A leading digital rewards agency in the UK is seeking a Senior CRM Manager to drive the CRM function across several brands. This hands-on role involves managing campaign delivery, driving customer engagement through data-led strategies, and developing the CRM contact strategy. Candidates should have 4-6 years of CRM experience and strong analytical skills. This position is based in Altrincham with a hybrid work model.

Benefits

Discounts and benefits

Development opportunities

Inclusive work atmosphere

Qualifications

• 4-6 years’ experience in CRM/lifecycle marketing, covering both strategic planning and execution.
• Strong copywriting and content editing skills.
• Highly organised and detail-focused, able to juggle multiple projects.

Responsibilities

• Develop the CRM contact strategy and own campaign execution.
• Manage CRM personalisation across email, SMS, and push.
• Define CRM KPIs and implement a performance reporting framework.

Skills

CRM strategy development

Campaign execution

Analytical skills

Automation and segmentation

Copywriting

Project management

Tools

XtremePush

Email HTML

Figma

Job description

We’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.

Requirements

• 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.
• 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.
• 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 & Skills

• 4–6 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.
• 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.

Location: Hybrid (Altrincham office 3 days per week, 2 days remote)

Interested?

If you're enthusiastic, detail-focused, and eager to build your career with DRG, we'd love to hear from you.

About Digital Rewards Group

DRG 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. To support our ambitious growth, we are looking for a highly organised, motivated and ambitious individual who can bring fresh and innovative thinking to DRG, and play a part in driving the group forward on its truly exciting journey. We at DRG believe in our business mantra of ‘We live it’, and we’re looking for likeminded people to join us. We invest in the development of our staff to help everyone achieve their full potential and are supportive and motivating across all departments of the business.

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.

Location: Charter House, 1st Floor, Charter House, Woodlands Rd, Altrincham WA14 1HF

DRG has a vibrant, relaxed and inclusive work atmosphere. We get to work with some of the UK's largest entertainment and leisure brands, and as a consequence, we get to enjoy many discounts and benefits for ourselves.