• CRM Manager

    Location UK-London, Finchley (Global Headquarters) | UK-Sunderland | UK-Nottingham
    Job ID
    Position Type
    Permanent Full-Time
    Digital & Ecommerce
    Pentland Brands

    Pentland_Brands_Recruitment_Banner - icims


    Building a family of brands, for the world to love, generation after generation


    Pentland is the name behind some of the world’s best sports, outdoor and fashion brands.


    We own Berghaus, Canterbury of New Zealand, Speedo, Boxfresh, Ellesse, KangaROOS, Mitre, Prostar and Red or Dead. We are also the global licensee for Lacoste Chaussures and Ted Baker footwear, the UK licensee for Kickers, and are shareholders in other companies such as Hunter, Butterfly Twists, Heidi Klein and Tracksmith.


    We’re a third-generation, family-owned business – and we retain strong family values. We care about people, and that’s what drives our day-to-day work. This year the Great Place to Work® Institute recognised Pentland Brands the 11th Best Workplace in the UK and the 16th Best Workplace in Europe. Our global headquarters is in the UK and we employ 2,000 people across 20 countries around the world.


    We believe that doing business the right way, with respect for people and the environment, is essential for ensuring our long-term sustainability - generation after generation. The Pentland values are at the heart of what we do and how we interact with the world around us.


    For further information, please visit www.pentland.com.


    Key Purpose of Job:


    The role is responsible for planning and delivering Customer Relationship Management (CRM) strategies that drive consumer loyalty and retention to ensure we matter more to more consumers. CRM should ensure we’re there at the moments that matter.



    • Working closely with brand and digital teams to define the appropriate lifecycle communications strategy that will drive the retention rates and lifetime value of our consumers across our brands. This includes working with consumer data to identify the appropriate segmentation and micro targeting strategies to deliver a better experience
    • Manages the relationship with the CRM platform provider ensuring that we’re utilising the system correctly and implementing best practice
    • Owns the push communication calendar plan (email, push notifications, SMS etc) to ensure it supports the delivery of marketing campaigns, revenue line and engagement metrics. Creates a shared plan with Digital Acquisition and Content & Community to ensure cohesive digital marketing communications.
    • Works collaboratively with the analytics team to measure the success of campaigns and drive improvements to future performance
    • Clearly identifies consumer journey maps and understands the critical touchpoint opportunities to engage with the consumer
    • Creates a clearly defined nursery and trigger programme to encourage repeat visits and purchases to the website
    • In conjunction with the Digital Acquisition Manager ensures there is a clear plan in place to accurately collect consumer data that is GDPR compliant and grows the brand databases.
    • Clear brief templates and creative to the Studio and ensures correct sign off of communications
    • Ensures a clear test and learn plan is in place to drive improvement in core metrics such as delivery rate, open rate, click through rate, engagement and goals (e.g. sale)
    • Effective management of CRM Executives and leadership across the digital team

    Key stakeholders

    • Digital team
    • Analytics team
    • Brand team
    • Customer service
    • CRM Vendor


    Needs to have

    • Experience of working across multiple brands sites and platforms
    • Strong experience in CRM strategies and systems from a retail environment
    • Good Excel and analytical skills, with the ability to accurately manipulate large amounts of data
    • Commercial awareness to understand drivers of sales
    • Experience of wider digital marketing and ecommerce to understand the role of CRM within this context.
    • Good knowledge of GDPR and how it applies to CRM & Microsoft packages
    • Use of Microsoft packages including Word, Excel and PowerPoint

    Needs to be

    • Consumer centric in all they do
    • Focused on continuous improvement
    • Naturally analytical


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