CRM & Insights Manager

Job Description

BUSINESS FUNCTION: Customer & Commercial
SALARY: £48,000 – 55,000 / Grade: ML1/SB3
ROLE TYPE: Permanent / Hybrid
LOCATION: York
HOURS: 37

Every day, millions of journeys start with a decision – when to travel, how to get there, and which train to take. Behind those decisions is data, insight and communication that helps customers feel informed, confident and valued. As our CRM and Insight Manager, you’d sit right at the centre of that picture.

This role plays a key part in how Northern builds lasting relationships with customers. You’ll lead our customer relationship management (CRM) strategy, shaping how we use Salesforce Marketing Cloud and Salesforce Data Cloud to deliver relevant, timely and trusted communications. From loyalty and retention to automated journeys and insight-led campaigns, your work will influence how customers experience Northern at every stage of their journey.

You’ll be based in York, working closely with colleagues across Customer and Commercial, Marketing, Digital, IT and Customer Experience – and you’ll have the space to set direction, challenge thinking and make CRM truly work for the business.

What you’ll be doing

You’ll take ownership of CRM within our Sales & Marketing team, balancing strategy with hands-on leadership. That includes:

· Leading the development and delivery of Northern’s CRM strategy and roadmap, aligned to customer needs and commercial priorities

· Acting as the business owner for Salesforce Marketing Cloud and Salesforce Data Cloud, setting best practice and driving confident use across the organisation

· Overseeing automated and business-as-usual CRM campaigns, making sure journeys are customer-focused, accurate and effective

· Designing data-led segmentation and test-and-learn approaches that improve engagement, retention and customer lifetime value

· Delivering clear, actionable customer insight that supports decision making across the Commercial and Customer teams and beyond

· Managing the CRM activity calendar to balance planned campaigns with reactive communications when customer needs change

· Leading retention and loyalty activity, using data to reduce churn and strengthen long-term relationships

· Acting as custodian of CRM data, ensuring strong governance, trusted usage and full compliance with data protection requirements

· Line managing and developing the CRM Executive, building capability and confidence within the team

About you

This role needs someone who’s comfortable setting direction and rolling up their sleeves.

A few things you’ll bring with you:

· Proven experience leading CRM or lifecycle marketing at a managerial level

· Hands-on expertise with Salesforce Marketing Cloud, including automation and journey building

· Experience defining and delivering CRM strategies linked to commercial outcomes such as customer value or lifetime value

· Strong copywriting skills, with a knack for creating clear, engaging and accessible content for digital platforms

· Confidence using customer data to build segmentation, insight and performance improvements

· A strong understanding of data protection and privacy, with the ability to work compliantly in data-sensitive environments

· The ability to translate complex data and platform capability into clear, practical recommendations

· Experience line managing or mentoring colleagues, with a supportive and developmental approach

Experience with Salesforce Data Cloud, loyalty or rewards programmes, or multi-channel CRM communications is extremely valuable – but not essential if you bring the right foundations and curiosity.

What’s in it for you?

At Northern, we don’t just value our people - we go the extra mile to support them. Here’s a taste of what you can look forward to:

Free Travel: Unlimited free travel for you, your partner, and your dependents on Northern services. Plus up to 75% discount on other networks in the UK and Europe.

Generous Pension Scheme: We top up your contributions by 1.5 times.

Enhanced Family Benefits: We offer 9 months of full pay for maternity leave and 2 weeks for paternity leave.

Cycle to Work Scheme: Save up to 42% on a bike and spread the cost.

Electric Car Scheme: Lease a brand new electric or plugin hybrid car.

Exclusive Discounts: From shopping to wellbeing, Northern Perks has you covered.

Employee Assistance Programme: 24/7 support for family, lifestyle, and more.

Training and Career Development: We offer tailored training to our colleagues and opportunities to gain recognised qualifications. Plus enhanced career pathways no matter what part of the business you’re in.

Recognition: We know how important it is to show how much we appreciate our people. That’s why we have our Northern Lights and Northern Sparks Awards, recognising and celebrating brilliance every day.

Why Northern?

We’re more than just a train operator. We’re the heartbeat of the North – connecting communities, creating opportunities, and driving sustainable growth. With 2,650 trains running daily, we’re on a mission to improve rail travel and enhance the customer experience while protecting the environment.

Back in 1825, the first passenger train set off in the North of England, beginning a journey that would transform travel across the world. We’ve recently celebrated 200 years of the modern railway and, as we reflect on that legacy, our focus is now on the future as Great British Rail takes shape. Join us at this pivotal moment in rail history and play your part in our journey.

A place for everyone

The best journeys happen when everyone feels welcome on board.

At Northern, we don’t just move people from A to B - we’re building a team where everyone feels they belong. Our talent team can make reasonable adjustments to the process if that’s something you need. We're also a Level 2 Disability Confident employer, so if you meet the minimum criteria for the role, we’ll always offer an interview.

We automate parts of our screening process to remove any unconscious bias and to make sure every application is treated fairly. All successful offers will be subject to a DBS check and a medical assessment.

No matter your background, experience, or whether you call it a bap, barm, or cob… there’s a place for you here in the railway.

Please note that Northern reserves the right to close recruitment for this role before the published closing date, if high volumes of applications are received.