Senior CRM Manager

About BBC Maestro

Launched in 2020, BBC Maestro is a partnership between investment-backed Maestro Media Ltd and BBC Studios.

Our purpose is to inspire personal success with access to courses from the greatest experts and teachers. Our on-demand video courses are produced to BBC’s high quality standards; they motivate, build confidence and enable learners to follow their passions and develop skills.

We cover a wide range of subjects, including writing and other arts, wellbeing, business and lifestyle. They’re taught by world-leading creators and experts such as Evy Poumpouras, Paula Scher, Brian Cox, Professor Tim Spector, Eric Vetro, Alan Moore, and Julia Donaldson.

Since our launch in late 2020, we have grown significantly. Our multi-platform offering is available internationally on web and mobile, and across both B2C and B2B. Our team are passionate about our mission – we’re curious, creative and commercial.

Headquartered in London, we also have a hub in the Bristol region. Our foundations are rooted in the BBC brand, while also operating as a lean, independent start-up with a strong focus on customer experience & growth.

About the role

We are looking for a dynamic, creative and data driven Senior CRM Manager to own and grow our email and communication channels.

Customer engagement marketing, specifically email, is a critical part of our overall marketing strategy; with responsibility for increasing customer acquisition volumes, value, engagement and retention, through effective creation, monitoring and development of CRM tactics and strategies.

This role also includes management and execution of email promo campaigns.

With plenty of room for improvement in this channel, you will be responsible for ensuring that lead generation, conversion, engagement and retention strategies are aligned with the wider marketing strategy. Working with our passionate and ambitious team (and occasionally agencies and suppliers), you will ensure there is a robust testing strategy to continually drive improvement towards positive outcomes that align with our business goals and success metrics.

You will have support from the wider Marketing team, the Product team and our Creative Studio team (designers and copywriters) – however you must also be a ‘commercial creative’ and have a good eye for design, story telling and conversion copy writing.

Supporting our scaling B2C product and our brand new B2B product lines, you will lead the business wide CRM strategy ensuring email marketing becomes, and remains, a highly effective way of communicating to and selling to our audience.

Partnering closely with Product, Research and the wider Marketing Team, you will help the business develop a better understanding of our customers and key audiences by sharing key insights about audience segments and behaviours.

Focus:

• Strategy and execution of all CRM workflows and campaigns across email, in app and push channels
• CRM database management, including optimising opt ins, cleansing, compliance
• Increasing revenue through CRM channel
• Providing engaging and on-brand communications, adding value to customers
• Improve impact and efficiency with automation, personalisation and testing
• Assess and develop strategy for CRM tools and workflows; optimising for speed and quality.

Responsibilities

• Develop and Execute CRM Strategy: You will own the roadmap for email marketing, ensuring alignment with business objectives and driving a high-performance CRM channel. Establish short-mid-long term roadmap for CRM; adapt based on commercial insights and performance.
• Email Database Growth & Management: Partner with teams across the business to analyse and understand how we increase email opt in rate, develop ideas and work with teams to measure success. Drive continuous traffic to and maintain a refreshed, high-quality email database.
• Content Strategy and Creation: Create the email marketing briefs for the Creative Studio team and support the development of content.
• CRM Platform Management (Klaviyo): Oversee, administer and optimise the Klaviyo CRM platform. Determine efficacy of current platform and whether migration to new platform will drive channel performance.
• CRM Feature Development & Innovation: In collaboration with the Product team, lead the development and implementation of new CRM features including push notifications, SMS, and in-app messaging.
• Email Campaign Design & Execution: Design, build, and deploy effective email marketing campaigns, including course launches, new products, features and promotional activities. With a strong understanding of how to honour a brand, a high standard of design aesthetic and a grasp on conversion copy writing.
• Customer Journey Development & Optimisation: Create and refine customer journeys across the whole lifecycle; with particular focus on acquisition and retention.
• Work with Product, Marketing and Research team members to evolve our customer personas to improve conversion rates and revenue.
• Segmentation, Personalisation & Targeting: Develop a strong understanding of our customers so that you can successfully implement and manage CRM segmentation, personalisation, and targeting strategies to enhance customer experience.
• Data Analysis & Reporting: Obsess about the ROI and measurement, analyse CRM data, conduct periodic customer surveys, generate actionable insights, and own the reporting of the email channel to continually optimise performance.
• Team collaboration: Share information, feed into marketing strategy across the board, support with and contribute to company-wide initiatives. Be a champion for the brand and business. Work closely with Creative Studio to help raise the bar of our content (creative) strategy. Work closely with business operations and outsourced customer service team to gather valuable customer insights through support interactions, sales and marketing feedback.
• Industry Trend Analysis: Stay up to date on industry trends, cultural trends and competitor activities, identifying opportunities to enhance our marketing strategy and wider business efforts. Have an opinion on AI tools in this space and how they can be used to further improve this channel.

Benefits

We have 25 days holiday, plus public holidays, salary sacrifice and private medical cover.

Please note that we cannot proceed applications from overseas candidates neither do we have the facility to sponsor visas for work in the UK.

You will be expected to work from our lovely canal facing Kings Cross office 2-3 days per week. We are dog friendly.

How we work

We will provide a supportive and flexible working environment. You’ll have regular 121s with your manager and the opportunity to develop in a dynamic and creative environment.

What we value from each other; care for commercials, accountability, customer focus and collaboration. This allows to problem solve and ideate at pace.

We encourage our team to engage in communities of practice and support your attendance of such events.

We ❤️ Diversity

We are an equal opportunities employer and welcome applications from all suitably qualified persons regardless of their race, sex, disability, religion/belief, sexual orientation or age.

We positively encourage applications from underrepresented groups.

Tagged as: Content Strategy, CRM Management, Data Analysis & Reporting, Marketing Automation