Senior CRM Executive

Job Introduction

Senior CRM Executive

Location: Remote UK

Hours: Full-time (37.5 hours per week)

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