Senior CRM Manager Europe

Job Description

Entdecke die Zauberformel zum Erfolg!

ROLE Summary

We are looking for a highly strategic and results-driven Senior CRM Manager to lead our customer relationship management (CRM) initiatives in the European region.

The Senior CRM Manager will be responsible for developing and executing targeted, data-driven CRM strategies that drive customer engagement, loyalty, and lifetime value across Merlin Entertainments' European portfolio of attractions.

You will work closely and collaborate with various teams including marketing, ecommerce, and digital and data teams to ensure customer communications are personalized, relevant, engaging and aligned with overall business goals.

CRM Strategy & Executions

• Develop and implement comprehensive CRM strategies that enhance customer engagement, retention, and lifetime value across multiple channels (email, SMS, etc.).
• Use customer data and insights to create personalized, segmented campaigns that drive revenue, customer loyalty, and repeat visits.
• Develop automated journeys and lifecycle marketing programs to nurture customer relationships from acquisition through retention and advocacy
• Oversee and deliver a regional marketing campaign calendar with customers across channels to drive revenue and improve conversion in the Ecommerce space.

Customer Data & Insights:

• Leverage customer data to identify key segments, behaviors, and trends, and use this information to inform and improve targeted CRM campaigns.
• Work with the digital and data teams to build customer segmentation strategies based on demographics, behavior, and previous interactions with Merlin’s attractions.
• Develop data growth campaigns by working with other functions (marketing and ecommerce) and utilising our 1PD data across digital paid media

Cross-Functional Collaboration:

• Collaborate with the marketing, content, and ecommerce teams to ensure consistent messaging and a seamless experience across all touchpoints.
• Work with Digital and Data teams to ensure CRM campaigns are supported by the right systems, technology, and data integrations.
• Partner with the broader brand marketing team to ensure CRM initiatives align with brand objectives and marketing campaigns.

Campaign Optimization & Reporting:

• Monitor and report on the effectiveness of CRM campaigns, using data and key performance indicators (KPIs) to measure success and continuously optimize programs
• Implement and deliver always on testing across our CRM campaigns to improve performance (open rates, click-through rates, conversion rates, etc.).
• Provide detailed reporting and analysis on campaign performance, providing insights and recommendations for improvement.
• Ensure that CRM communications meet legal requirements (e.g., GDPR) and best practices in terms of customer privacy and data protection.

Innovation:

• Play a key role across CRM and loyalty in developing innovative new ways to being our brands to life across our CRM programme that remain relevant and engaging to our guests.
• Stay updated on CRM trends, technologies (e.g. AI, ML and automation), and market dynamics to ensure the company remains competitive.

Leadership:

• Lead and develop a high-performing team, focusing a culture of creativity, collaboration and excellence across the global ecommerce team and wider marketing community.
• Ensure ongoing professional development and growth opportunities for team members.
• Play a positive, proactive role in the CRM leadership team and broader business.

Experience & Qualifications:

The ideal candidate will have 5-7 years of experience in CRM, with a proven track record of developing and executing successful CRM strategies that drive customer engagement and loyalty. You should have extensive experience in data-driven marketing, customer segmentation, and personalization techniques, with proficiency in CRM software (e.g., Salesforce, HubSpot, or similar platforms). You should also have a strong analytical mindset, with the ability to use data to shape campaign strategies and drive results. Excellent project management, communication, and collaboration skills are essential, as is experience working in the leisure, travel, or entertainment industries. A passion for delivering exceptional customer experiences is key to this role.

Du überzeugst uns durch:

Skills and Competencies

• Be a good communicator and influencer in in-person and remote settings
• Good with stakeholder management (of internal & external stakeholders).
• Passionate and driven individual, who can demonstrate their enthusiasm for digital.
• A can-do attitude and good attention to detail.
• A data-driven, proactive and creative approach to problem-solving.
• Flexibility in adapting to fast-changing priorities and a fast-paced work environment.
• Strong organization skills, with the ability to multi-task, prioritize, and hit the ground running within a hands-on role.
• You thrive on ownership and accountability – and have a proven track record of acting on your initiative to deliver change.
• Experience of working to tight deadlines and quick turn arounds. You’ll always be thinking one step ahead.
• Good negotiation skills and good agency management.
• Can motivate, inspire, and lead teams, including ‘virtual’ teams and remote workers in other countries.

LEADERSHIP BEHAVIORS

Soulfully Curious

• Leaders who seek out new knowledge, explore a diverse range of perspectives, and show a genuine interest in learning about complex issues.
• Leaders who ask questions with positive intent, show a willingness to learn and remain open to new ideas.

Results Focused

• Leaders who set clear goals, prioritize tasks, regularly evaluate progress, and course correct in pursuit to achieve desired outcomes.
• Leaders who take accountability, learn from both successes and failures, and demonstrate a commitment to meeting or exceeding targets.

Extraordinary Teammate

• Leaders who proactively collaborate, share knowledge, offer assistance and support a wider community of peers across the organization.
• Leaders who communicate clearly and respectfully, celebrate others' successes, and contribute to team performance and culture at an enterprise level.

Develops People

• Leaders who positively support the growth and advancement of others, provide and seek out regular constructive feed forward
• Leaders who coach their teams, create opportunities for skill development, nurture talent and take a genuine interest in the personal growth of others.

Magische Zugaben:

MAGICAL BENEFITS:

• 28 days of holiday (30 days from the third year onwards)

• Christmas Eve is a day off for everyone, so no holiday needs to be taken

• Up to two days of additional holiday per year for voluntary work with a charity

• Pension scheme contribution

• Flexible working hours

• 40% discount in the LEGO® online shop

• Free gym membership

• Free admission/discounts at various leisure attractions worldwide

• Internal and external training opportunities and promising career development

• Regular team events

• Employee discounts via Corporate Benefits

Behaviors

A Merlin job is like no other. Our values—Own Your Craft, Go Together, Enjoy the Ride, Drive & Discover, and We Care—guide the behaviors that set us apart. By living these values, we bring joy, create connections, and make lasting memories for our guests, while fostering a positive and supportive environment where everyone can thrive.