CRM Manager

Job Introduction

This is a strategically important role in our Saga Cruise Marketing function, as we encounter an exciting business transformation plus rapid growth in the market. As the CRM Manager, you will play a critical role in delivering our new CRM Strategy across Saga Cruise. You’ll be reporting directly to the Head of CRM and working within a CRM team.   

Here at Saga Plc, we are transitioning to a data-driven approach utilising Lifetime Value, Intent and Next Best Action modelling. This requires the CRM strategy to shift to be truly customer led opposed to channel execution focused. You will use your customer data and omni-channel experience to embed this shift whilst also improving effectiveness of delivery. 

You will need to be an exceptional CRM lead, someone who can manage and deliver Saga Cruise’s approach to driving stronger relationships with customers, uncovering, and extracting potential value to deliver against our strategic business objectives. We will expect you to deliver commercial targets through high volume yet targeted campaigns.   You will have responsibility for planning, delivering, reviewing, and optimising CRM activity for a specific customer lifecycle (either Conversion & Reactivation, or Retention and Growth). 

You will consistently drive an ongoing Test & Learn approach demonstrating results at a micro campaign and macro business performance level and be comfortable reporting on these on a regular basis. You will embed this with the team for continued learning and optimisation, as well as with senior stakeholders for understanding and continued buy-in. 

***Please note this is a hybrid role with 3 days per week in one of our offices at either our Ashford (TN23 1FB) or London (NC1 4AG) hubs.

Role Responsibility

•   Application of the CRM strategy into CRM activity for your customer lifecycle area  
•  Cross-channel planning of CRM activity across email, DM, website and paid media channels (work with Digital team who own and deliver paid media channels) 
•   Customer Segmentation application – utilising customer data models and behavioural triggers 
• Design and execute customer journeys – Acquisition/Britannia Club/InLife/Follow ups/Triggers 
•  Support maturation from individual campaign sends to customer behaviour and value based journeys 
•  Drive seasonal performance targets for revenue and passengers whilst increasing customer value metrics and effectiveness 
• Provide reporting on CRM activity and its impact on trading performance 
•  Continued and extended Test & Learn application across all activity 
• Demonstrate opportunity and effectiveness of full channel range across lifecycle and customer objectives, broadening out beyond email and DM 
•  Effectively manage the Cruise CRM Exec team, creating an upskilled centre of excellence, supported with strong best practise and external insight & trends 
•  Manage transition and balance between performance targets and optimisation of approach 
•  Ensure all CRM activity and customer journeys meet regulatory requirements and have a high level of accuracy and quality 

The Ideal Candidate

•  Extensive proven CRM management experience, with proven success in translating strategy into practical delivery that supports the customer lifecycle 
• Strong experience in data-led CRM segmentation and application to customer journeys 
• Proven experience in omni-channel planning and delivery 
• Expert level with Adobe Campaign Manager  
• Strong understanding and experience working to Lifetime Value /Intent and NBA Models 
• Strong manager and team-builder with good communication skills, able to inspire teams, influence peers and stakeholder 
• Ideally hold relevant marketing qualifications (IDM or equiv) 
•  Robust individual with resilience and experience driving success in a complex, matrix-style business 
• High energy and drive 
• Significant experience in email and DM channel delivery and optimisation 
• Strong growth and performance mentality, innovating and exploring new opportunities beyond the default approach 
• Career experience in a large consumer-facing organisation, ideally in the travel sector 
• Career experience in complex, matrix organisations preferable 

Package Description

• Competitive salary from £53,000 - £63,000
• 35 hours per week (9am-5pm, Monday through Friday) 
• Hybrid working model with 3 days in office per week at either our Ashford or London hub offices 
• 25 days holiday + bank holidays 
• Option to purchase additional 5 days 
• Pension scheme matched up to 10% 
• Life assurance 
• Wellbeing programme 
• Colleague discounts including family discounts on cruises and holidays! 
• Range of reductions and offers from leading retailers, travel groups and entertainment companies 
• Enhanced maternity and paternity and grandparent leave 
• Company performance related annual bonus 
• Income protection 
• Access to Saga Academy and Saga Spaces which include free courses, exercise classes, talks and much more 

About the Company

Over the past 70 years we have become the UK's specialist provider of products and services to people aged over 50 in the UK. The Saga brand has become one of the most recognised and trusted brands amongst UK consumers in this demographic, recognised for its high quality products and exceptional standards of service. These include cruises and holidays, insurance, personal finance and the Saga Magazine.

At Saga we are committed to treating all employees fairly and to offering equal opportunities in all aspects of employment and advancement. We value diversity not just because it is the right thing to do, but because diverse teams perform better.

Fair consideration is given to applications from all applicants, including those with disabilities and those over who are over 50 as we are champions of age inclusivity. We are an official Disability Confident employer and ensure that our recruitment process is inclusive and accessible and we will make reasonable adjustments as required. For more information on our DEI policies please visit our Saga Careers page.

Missions + Awards: 

• Most Dynamic Mentoring Organisation of the Year in the 2022 awards. 
•  Global mission of enhancing the representation of under-represented groups in leadership positions 
• Active LGBT community  
• Support governments ambition to reduce the gender pay gap 
• Independently accredited as a menopause friendly employer 
• New policies to support colleagues, including a pregnancy loss policy with paid leave. We are also a proud signatory of the Pregnancy Loss Pledge with the Miscarriage Association.  

If you are interested in this role, please apply directly or contact Holly Lloyd, the dedicated Talent Acquisition Partner via email (holly.lloyd@saga.co.uk). Please feel free to connect with Holly on Linkedin if you have any questions about this vacancy. 

​Saga does not accept agency CVs unless specifically engaged on the role by the Talent Acquisition Team. Please do not forward CVs to our recruiters, employees or any other company location. Saga will not be responsible for any fees related to CVs received in this unsolicited manner.

Saga Group