CRM Specialist

Job Introduction

Job Title: CRM Specialist

Location: Fully Remote

Annual Salary: £32,000 - £34,000

Hours of work: 37.5 hours per week - Monday to Friday

Contract: Permanent

Recruiter: James Cook

We are looking for a data-driven, analytical, and strategically minded CRM Email Specialist to support Twinkl’s triggered email strategy. In this role, you will focus on optimising a core subset of Twinkl’s automated email journeys aimed at increasing engagement, onboarding success, and retention among trial and paying users. You will collaborate with a range of teams across marketing and product functions to test, measure, and scale high-impact CRM tactics that drive meaningful user behaviour.

Key Responsibilities:

• Take ownership of a defined set of triggered email flows, focusing on user onboarding, engagement, and retention.

• Maintain alignment with the Wildly Important Goal (WIG): increasing weekly engagement rates among trial and paying users, and reporting on lead measures.

• Develop and conduct statistically significant AB tests across subject lines, content, segment targeting, and send timing.

• Work with cross-functional stakeholders including content, marketing, analytics, and product to identify and implement improvements.

• Analyse and interpret email performance metrics to provide actionable insights and evolution of CRM strategy.

• Deliver training, documentation, and internal enablement to support CRM best practices and consistency. 

A Typical Day May Include:

• Monitoring and refining existing triggered email sequences

• Designing and executing AB tests

• Reviewing weekly email engagement metrics

• Investigating underperforming journeys and proposing solutions

• Collaborating with analysts, marketers, and country teams to support engagement objectives

• Updating performance documentation and testing outcomes

Wildly Important Goal (WIG):

Increase the weekly engagement rate among trial and paying users, defined as the percentage of users who take a key in-product action each week (downloads, logins, resource views, etc.).

Lead Measures:

• Conduct 4 AB tests per month across triggered journeys

• Review and optimise at least 3 triggered journeys per month

• Recommend 1 new CRM tactic or feature every two weeks

• Maintain ≥95% deliverability and low bounce/spam complaint rates

• Achieve ≥80% stakeholder satisfaction across training sessions

• Report weekly on testing results and engagement impacts

What We’re Looking For:

• Strong analytical mindset and confidence working with data

• Ability to build scalable, user-centric CRM strategies and automation processes

• Clear, persuasive written communication style for user-facing messaging

• Ability to collaborate effectively and secure stakeholder buy-in

• Experience with analytics and visualisation tools such as Google Analytics, Looker Studio, Tableau, etc.

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

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 are 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, 29 annual leave days per year plus up to four additional days that may be awarded each year by the company, flexible working policy with opportunities to work from home and Twinkl subscription.

After probation - company sick pay and cycle to work scheme.

Long-term service reward after 2+ years of service - Life insurance, enhanced pension contribution, enhanced maternity pay, enhanced adoption pay and enhanced paternity pay.

*If you require a reasonable adjustment to the application/selection process to enable you to demonstrate your ability to perform the job requirements, please include this at the foot of your cover letter. This will help us to understand any modifications we may need to make to support you throughout our selection process.

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.