Senior CRM Executive - UKI (B2C)

Senior CRM Executive - UKI (B2C)Location: Remote UK

Hours: Full-time (37.5 hours per week)

Salary: £35,000 - £40,000

The Senior CRM Executive is a data-driven communicator and channel specialist, responsible for planning, building and optimising CRM campaigns across key stages of the customer lifecycle. Sitting within a UKI B2C marketing pod, this role helps deliver targeted, engaging and effective email activity that supports acquisition, retention and loyalty goals.

This is a great role for someone confident working with CRM platforms, audience segmentation and performance metrics – and who enjoys crafting clear, purposeful copy that speaks directly to educators.

Key responsibilities:

• Plan and deliver CRM campaigns in line with the BAU calendar, ensuring timely and accurate execution.
• Build and schedule emails using segmentation, dynamic content and personalisation as appropriate.
• Write and adapt CRM copy for a range of purposes – from onboarding and upgrade nudges to newsletters and winback flows.
• Track campaign performance using key metrics (e.g. opens, clicks, conversions) and provide insights to guide optimisation.
• Collaborate with Segment Managers and Marketing Managers to plan campaigns that reflect pod priorities and audience needs.
• Maintain clear documentation of CRM journeys, automations and tagging, working closely with CRM and data teams.
• Support the testing and rollout of new journeys – including A/B tests, triggered flows and lifecycle messaging.
• Ensure emails are mobile-optimised, visually engaging and on-brand, coordinating with design and dev teams as needed.
• Share CRM insights and learning with the wider pod to support integrated campaign planning across channels.

Skills and Experience:

• Strong experience writing and delivering CRM campaigns with measurable impact
• Good working knowledge of CRM platforms and email delivery tools (e.g. Braze, Dotdigital, Mailchimp)
• Comfortable working with data – including segmentation, UTM tracking, tagging and performance metrics
• Excellent written communication skills, with an eye for clarity, tone and user journey
• Proactive and organised, with the ability to manage multiple campaigns and deadlines
• A collaborative team player, confident working cross-functionally with content, design and data specialists

Desirable Skills and Experience:

• Experience with lifecycle marketing and customer journey mapping
• Familiarity with A/B testing, automation tools and personalisation techniques
• Interest in education, classroom realities or working with educators
• Comfortable briefing in visuals or light HTML/CSS tweaks for email formatting

Benefits:

In return for everything you can bring, we can offer you an exciting role in a fast-growing and dynamic business, with plenty of career opportunities.

Here’s a couple of the things that make Twinkl a great place to be:

• A friendly, welcoming and supportive culture. We believe work should be fun and always put people before the process
• Diversity, inclusion and belonging - our Employee Network Program includes working groups for LGBTQ+, People of Colour, Disabilities (visible and invisible), Women in Tech and Working Parents.
• From day 1 - Westfield Health, 33 annual leave days per year (pro-rata) inclusive bank holidays, a "Me" day each year, a charity day each year and Twinkl subscriptions.
• Quarterly company awards programme
• Seasonal events
• Referral scheme
• Cervical and Prostate screening
• Company sick pay after 3 months of service
• After probation - cycle-to-work scheme
• Long-term service reward - Life insurance, enhanced pension contribution, enhanced maternity pay, enhanced adoption pay and enhanced paternity pay, long service award, long service annual leave