Reports to: Head of CRM & Loyalty Direct Reports: 1 (Email Marketing Executive) Role purpose As CRM Manager, you will play a central role in shaping and delivering Oak Furnitureland’s evolving customer engagement strategy. This position marks a step forward from a predominantly email-led CRM function to a broader, insight-led and multi-channel approach encompassing email, messaging, direct mail, and loyalty. You will be responsible for the strategic planning and execution of CRM campaigns designed to drive database growth, improve customer retention, and increase CRM-attributed revenue. In addition to managing our existing email activity, you will take ownership of new strategic initiatives, ensuring they are underpinned by data-led decision-making and customer-first thinking. This is a high-impact role requiring strong commercial acumen, a strategic mindset, and experience in leveraging data, technology, and customer insight to deliver measurable outcomes. You will be supported by, and provide day-to-day leadership to, the Email Marketing Executive. Core Responsibilities • Develop and implement a comprehensive CRM strategy across email, messaging and direct mail to support key business objectives, including database growth, revenue, customer retention and repeat purchase. • Own and manage the end-to-end CRM calendar, ensuring campaigns are well-planned, insight-led, and delivered to a high standard. • Lead the development and rollout of new customer engagement initiatives, with a focus on personalisation, brand alignment and commercial impact. • Leverage customer data to optimise segmentation, lifecycle communications and personalisation, with a continual focus on testing, learning and improving campaign performance. • Use platforms such as Tableau, GA4, Excel and Google Sheets to track and report on CRM KPIs, including database growth, conversion, open rates, click-through rates, and CRM-attributed revenue. • Evaluate and onboard new technology solutions where appropriate—particularly those that introduce AI, automation or efficiency gains across CRM activity. • Collaborate closely with cross-functional teams across Marketing, Ecommerce, Retail and MI to align CRM activity with wider trading and customer goals. • Provide day-to-day leadership and development for the Email Marketing Executive, ensuring campaign delivery excellence and supporting their professional growth. • Act as the internal owner of our CRM platform (currently Klaviyo), ensuring it is used effectively and strategically. • Managing the relationship with 3rd party suppliers to ensure full optimisation of capabilities alongside a strong governance processes Key Characteristics • Strategic thinker with a structured, analytical approach to problem-solving and campaign planning. • Commercially aware and data-literate, with the ability to connect performance metrics to business outcomes. • Highly organised and delivery-focused, with the ability to manage multiple campaigns, deadlines and stakeholders simultaneously. • Resilient and adaptable, with a proactive mindset and a strong sense of ownership. • Confident communicator and team player, capable of influencing stakeholders and collaborating effectively across departments. • Enthusiastic about innovation and technology, particularly AI and customer data tools that drive improved outcomes. • A natural leader who sets high standards and supports others to achieve their best. Skills And Experience • Experience in a CRM, customer marketing or retention-focused role, preferably within retail, ecommerce or a consumer-facing digital business. • Proven experience delivering multi-channel campaigns across email, SMS/messaging and Direct Mail. • Demonstrated ability to drive improvements in customer engagement, retention and CRM-attributed sales through effective planning, targeting and personalisation. • Strong technical and analytical capability, with hands-on experience in tools such as Tableau, GA4, Excel and Google Sheets. • Experience in managing or mentoring junior team members. • Familiarity with CRM or ESP platforms; experience with Klaviyo is advantageous but not essential. • Understanding of GDPR and data privacy legislation in relation to CRM. • Excellent communication skills, with the ability to translate data and performance insight into clear, actionable strategies. • Experience in implementing or working with marketing automation tools and emerging technologies such as AI Benefits • Employee discount: amazing discounts available on all Oak Furnitureland products after successful completion of probation • Life assurance: free cover of a minimum of two times your annual salary up to the age of 65 • 25 days holiday per year plus bank holidays • Birthday: an additional day off for you to celebrate your birthday • Hybrid working • Pension: 4% employee contribution matched by the company • Employee Assistance Programme: gives all employees access to both telephone and face-to-face counselling services • My Rewards Programme: offers discounts on everything from restaurants and supermarkets, to entertainment and holidays • Free on-site parking