Senior CRM & Loyalty Manager
New Yesterday
Role: Senior CRM & Loyalty Manager
Location: Bournemouth
Reference: HOB1123144
Closing Date: 30/07/2025 23:59
Salary £57k - £62k dependent on experience - Pension with a 4% contribution, 25 days holiday increasing every year, 25% discount in our stores
This is a full-time role, working 37.5 hours. Our core business hours are Monday to Friday – 10am to 3pm with a flexible approach to start and finish times
Our hybrid working model is 3 days in the office, 2 days working from home
About The Role
Hobbycraft is the UK’s leading art and craft retailer with 114 stores across the UK, a website that has grown substantially over the last 5 years and an app that was launched in 2023. This is an exciting role that is vital to driving the customer retention, lifetime value and loyalty strategy, to ensure we keep our customers engaged and deliver further growth for the business.
We are seeking an experienced Senior CRM & Loyalty Manager to lead the development, execution, and optimization of our customer relationship management strategies. The ideal candidate will be a strategic thinker with a strong background in data-driven marketing, customer segmentation, and lifecycle management, aimed at maximizing customer engagement, retention, and revenue growth from our CRM channels and customer loyalty propositions.
Working closely with a passionate, collaborative team, you will have the opportunity to innovate and grow your skills. Reporting directly to the Head of Digital Marketing, this is a fast-paced and creative environment where your ability to make swift, informed decisions and adapt to change will be highly valued.
Key Responsibilities
Lead CRM Strategy and Campaigns:
- Develop and execute core CRM strategic roadmap across email, app notifications, and other digital channels, including campaigns, automations and lifecycle messaging.
- Collaborate closely with the Customer Insight Manager to identify and prioritise opportunities including segmentations, personalisation and automation
- Develop the BAU comms plan in close collaboration with the Head of Digital Trading, aligning with commercial activity plans and customer insight
- Work with the Customer Insight team to plan how to effectively execute and measure testing roadmap
- Drive CRM best practice, including deliverability, inbox optimisation, campaign timings and creative effectiveness
- Collaborate cross-functionally with Insight, Trading, Marketing and Digital teams to create targeted for campaigns that deliver optimised customer journeys
- Own and refine the marketing and CRM strategies for Hobbycraft Club and Hobbycraft Plus customer loyalty propositions, ensuring alignment with key business goals and customer segments
- Develop and execute strategies to drive customer acquisition, engagement, retention and loyalty
- Work closely with the Trading, IT & Digital, Finance and Operations teams to identify solutions, define the implementation plan and coordinate the delivery of planned features, benefits and customer journeys and impactful features for both propositions
- Ensure the effective communication of both propositions across all channels, delivering clarity, consistency, strong customer appeal, and effective customer journeys
- Work closely with Trading to develop the Hobbycraft Club offers plan, brief Design, Digital, Marketing and Operations teams, and ensure effective execution
- Regularly analyse performance metrics, providing insight and recommendations to senior stakeholders
- Lead campaign reviews, performing SWOT analysis against commercial goals to refine future strategies
- Propose innovative ideas based on customer behaviour insights, campaign performance data, and competitor activity
- Oversee CRM budgets and agency relationships, ensuring strong return on investment
- Develop a customer research roadmap, collaborating with teams across the business to align with strategic goals and business plans
- Lead the execution of the plan, developing discussion guides and surveys, and hosting in-store and online research groups
- Analyse, document and share key insights to drive action plans across the business
- Experienced in developing, delivering and optimising CRM and loyalty strategies with a focus on driving commercial and customer outcomes
- Data-driven and commercially astute, with a track record of analysing performance and reporting on KPIs to drive business success
- Customer-focussed leveraging insights to design personalised marketing camapigns that engage and retain customers
- Highly organised, with a keen eye for detail and the ability to manage multiple projects and campaigns simultaneously
- Strong interpersonal skills, capable of building relationships with cross-functional teams and senior stakeholders to influence decision making
- Agile and collaborative working practices to track and drive progress across the business
- Adaptable under pressure, with the ability to meet tight deadlines without compromising on quality
- Experienced in running customer research activity, extracting actionable insights that influence marketing and project strategy
- Creative yet commercially minded, able to assess campaign concepts against commercial goals and make data-driven recommendations
- Self-starter with exceptional initiative, problem-solving skills, and a proactive approach to overcoming challenges
- 33 days holiday including bank holidays pro rata, growing with you during your time with us
- 25% colleague discount, with ad hoc double discount days
- Long service awards to thank you for your time spent with us
- Cycle2Work scheme
- Discounted gym membership
- Fun event days to fundraise for our charity partners
- Annual paid-for charity volunteer day
- Employee Support Programme, for overall wellbeing for you and your family, including financial and mortgage advice
- Access to a personal pension scheme
- Access to a range of high street discounts
- An inclusive and creative working environment, so you can truly be you and enjoy your time at work
At Hobbycraft we celebrate the joy of crafting, and we celebrate all of our colleagues and customers. As a retailer we have a diverse Colleague base from a broad range of all communities. Our colleagues are recruited for their skill, passion, love of craft and customer service, which is also reflected in our customer base. It is this skill and love of crafting which defines them. Hobbycraft, is an equal opportunity employer who takes equality, diversity, inclusion and belonging very seriously, we regularly review our policies and practices to ensure not only compliance, but also best practise from an employment perspective.
Hobbycraft are proud to be an equal opportunities employer, and we are committed to equal and fair treatment for all colleagues or potential colleagues irrespective of race, sexual orientation, nationality, ethnic origins, religion or belief, disability, age, gender, marital or family status.
About Us
We’re here to help you create
Our passion for craft is at the centre of everything we do. This is reflected in our creative and knowledgeable Hobbycraft store colleagues, who are always on hand to help, and our vast, carefully selected range of quality products. Throughout the year, we also host a variety of workshops and demos in stores and online, designed to give everyone the opportunity to master a new craft or refine a beloved one.
We're here to support everyone on their crafting journey, from parents looking to encourage their creative kids, to student artists, expert knitters, model making hobbyists and more! Why not come into your local Hobbycraft store today and find the perfect craft for you?
What's Needed
Customer service
Creative
Knowledgeable
Documents #J-18808-Ljbffr
- Location:
- Christchurch, England, United Kingdom
- Salary:
- £80,000 - £100,000
- Job Type:
- FullTime
- Category:
- Management & Operations
