CRM Manager - 12 Month FTC

Hybrid: We welcome applications from those looking for hybrid working, based 2 days per week (Monday & Tuesday) in our Handforth (Cheshire) Office

Contract: 12 Month Maternity Cover

Application: To help us get to know you better, please include a cover letter as part of your application.

About the Role

Reporting to the Senior CRM Manager, this role is responsible for shaping and delivering the strategy, planning and activation of CRM communications to our existing customer base. With a strong focus on customer engagement, sales and customer lifetime value, you’ll play a key role in enhancing the multi-channel customer experience, creating more personalised journeys and driving next-best actions across our pet care ecosystem.

You’ll take ownership of key customer journeys including Pets Club Welcome, New Puppy & Kitten and Senior Pet, continually developing and enhancing these to improve engagement and commercial performance. You’ll also support targeted communications such as vet-triggered journeys (e.g. vaccinations, flea and worm treatments, care plans) and Vet Solus communications, ensuring timely, relevant and effective touchpoints.

A key part of the role is continuous improvement — optimising channel, content and timing to drive stronger results, reduce customer attrition and build long-term brand loyalty. You’ll use data and insight to inform your decisions, and while you won’t be responsible for building reporting, you’ll need to confidently interpret data and analytics to identify opportunities to drive improvements and develop creative.

To stay closely connected to the customer experience, you’ll spend time each quarter in store or practice, gaining first-hand insight into how our CRM activity supports the wider business and customer journey.

As a key member of the team, you’ll support the Senior CRM Manager and deputise in their absence, while also leading a small team and working with multiple external partners. With at least one direct report, this role is ideal for someone with around 2 years’ people management experience who enjoys developing others alongside delivering strong commercial outcomes.

Key Responsibilities

• Deliver a cohesive engagement plan for Pets Club and Vets, driving value from existing customers
• Lead targeted CRM campaigns with Analytics, from testing through to rollout
• Translate business goals into clear, customer-led activation plans
• Improve key metrics including customer value, segmentation and churn
• Manage and prioritise customer activity within an effective contact strategy
• Align priorities across Own Brand, Grooming, Vets and Insurance
• Champion the voice of the customer using insight and data
• Ensure high-quality, accurate delivery of CRM communications and vouchers
• Oversee CRM plan delivery across internal teams and agencies
• Coach and support team members on tools, processes and best practice
• Build strong stakeholder relationships with a customer-first approach
• Continuously improve the Pets Club and Vets experience and loyalty proposition
• Partner with commercial and finance teams on voucher strategy and testing
• Work with Analytics to identify opportunities and measure campaign performance

About You

You’ll bring at least 5 years’ experience delivering and activating CRM programmes within a B2C environment, alongside the ability to effectively manage external suppliers. A collaborative team player, you’ll have a strong track record of building relationships with stakeholders at all levels, including Heads of and Director-level, and feel confident leading in the absence of the Senior CRM Manager.

Positive, solutions-focused and resilient, you’re comfortable navigating challenges and revisiting plans when needed. You’re highly organised with excellent attention to detail, ensuring data, briefs and customer communications are accurate and on-brand. A natural self-starter, you take initiative and enjoy working in a hands-on, fast-paced environment.

With a genuine passion for pets, you bring energy and creativity into your work, balancing strategic thinking with a customer-first mindset to deliver engaging, meaningful experiences. Experience with Salesforce Marketing Cloud and Power BI would be beneficial, but is not essential.

We take our inspiration from pets in embracing people from all walks of life, and we value, respect and celebrate difference. We encourage our people to be their best selves so that we can create a better world for Pets, our Planet, and People. Our ambition is to reflect the diversity of the communities we operate in, and we are intentional in addressing and removing barriers to create opportunities for the exceptional talent and potential in our communities. Even if your skills and experience don’t perfectly align, if you think you can make a unique contribution through your values and behaviours, we want to hear from you.

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