Senior CRM Manager

BBC Maestro; London; On-site; GBP 40,000 - 80,000

Job description

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About the company

BBC Maestro is a service provided by Maestro Media in partnership with BBC Studios.

We are an on-demand learning platform with the purpose to inspire, educate, and entertain through expert-led courses that build confidence and enable learners to follow their passions and develop skills in aspirational subjects.

Our lessons cover a wide range of subjects, including wellbeing, business, lifestyle, and design, and are 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. As well as international expansion, we've expanded our product offering across platforms and to B2B audiences.

About the role

BBC Maestro is 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, storytelling 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:

1. Own email marketing - including campaign and workflow strategy and execution
2. CRM database management, including optimising opt ins, cleansing, compliance
3. Increasing revenue through CRM channel
4. Providing engaging and on-brand communications, adding value to customers
5. Improve impact and efficiency with automation, personalisation and testing
6. Assess and develop strategy for CRM tools and workflows; optimising for speed and quality.

Requirements

1. Proven experience in eCRM and email marketing strategy and execution. You have a track record of developing and executing successful CRM roadmaps that align with business objectives that drives performance.
2. You have performed in a standalone role and can manage the big picture strategy as well as the practical administration and execution of work across campaigns and workflows.
3. Strong CRM platform expertise, particularly with Klaviyo (or similar platforms), including administration, optimisation, and evaluation of platform efficacy.
4. Experience in CRM feature development and innovation, including implementation of push notifications, SMS, and in-app messaging.
5. Proficiency in email database growth and management, with experience in driving traffic, maintaining a high-quality subscriber list, and ensuring database health.
6. Strong content creation skills, with the ability to write compelling email marketing copy and develop creative briefs for studio teams.
7. Hands-on experience designing, building, and deploying email campaigns, including product launches, new feature announcements, and promotional activities.
8. Expertise in customer journey mapping and optimisation, particularly in acquisition and retention strategies, to improve conversion rates and lifetime value.
9. Advanced segmentation, personalisation, and targeting experience, ensuring relevant and engaging customer experiences through CRM tactics.
10. Analytical mindset with strong data analysis skills, including experience in tracking and reporting CRM performance, conducting customer surveys, and generating insights to optimise strategy.
11. Collaborative team player, with experience working cross-functionally with marketing, product, research, creative, and customer service teams to align CRM efforts with wider business goals.
12. Ideally you've worked in a start-up environment and highly adaptable to the changing needs of a earlier stage and growing business.
13. Knowledge of industry trends, cultural shifts, and competitor activity, with the ability to identify opportunities to improve marketing strategy and business initiatives.
14. Strong project management and organisational skills, with the ability to manage multiple campaigns and initiatives simultaneously.
15. Experience in customer persona development, using research and data-driven insights to refine audience segmentation and engagement strategies.
16. A champion for brand and business growth, able to contribute to company-wide initiatives and support marketing efforts beyond CRM when needed.

Benefits

Flexible working, great Kings Cross office, private healthcare, salary sacrifice pension scheme and enhanced family policies.

What we care about:
Collaboration - Work well with others, listen and learn together
Accountability - Follow through on commitments and own your actions
Bravery - Experiment and take safe risks to uncover value
Creativity - Ideate and be original. Help us stand out. Inspire each others success story!
Impactful - Be commercially aware and use data and insights to improve decision making.