CRM Manager

London (Central), London (Greater)
06 Jul 2018
14 Aug 2018
Marketing Disciplines
Analysis, CRM, Database
Contract Type
Work Experience Level
Agency-side or Client-side
Client Side

Reporting to the Brand Manager, this role is integral to driving business growth. Responsible for our CRM data, this team member will ensure we are analysing intelligent data to make informed decisions when creating and qualifying opportunities.


Lead 'Campaigns' for specific Key Accounts & Regions to activate lead generation

• Identify Campaign priorities by Region, where possible leverage VIP sales

• Agree Campaign objectives with Management & Sales teams. 

• Develop & maintain a 6 month rolling Campaign Calendar

• Lead the execution & drive the performance of Campaigns, supporting the Inside & field  sales teams 

• Set, measure & report on: objectives, goals, and metrics, and define best practices, standards, and processes to increase conversion rates

• Conduct post Campaign reviews reporting on results and learning 

Support the In-house & Field Sales to use the CRM database to drive sales revenue

• Manage key conversion points in the pipeline funnel

• Develop & track qualified leads to optimise product sales

• Measure & report daily, weekly & monthly activity

• Optimise system architecture and program workflows and the Internal CRM to support Sales/Marketing processes

• Build, develop and report on on-line and digital lead generation analytics

Maintain & develop the CRM Database to support project lead regeneration, existing customer sales coverage and key contact relationship building

• Cleanse, segment, score & prioritise the data by category, region and sales person

• Develop CRM base by adding property lists, de-duping where required

• Identify & create a focus on the key priority projects

Use the CRM database to develop, manage, refine & harvest (in association with 'brand marketing') a ‘Key Decision Maker’ Database, segmented by channel, account and trading type

• Identify, segment, score and prioritise key contacts (Executive Chefs, Food & Beverage, Designers, Architects, Owners etc) within the CRM

• Work with Brand Marketing to build a network of relationships with these 'Key Influencers' using an  integrated mix of social, digital, lead-nurturing and content marketing campaigns

Product Sales intelligence 

• Work with Brand Marketing and sales team to consistently drive improvements in the product offering by channel and brand.

• Develop deep understanding, track and report, selling trends, competitor analysis &  pricing

• Contribute to the NPD Research process working closely with the sales and design teams

Market Driven Pricing

• Support 'Head of Sales' to develop and propose a process of establishing a market driven pricing model

• Develop understanding to 'cost to serve' and 'achieved margin' by key category, channel, customer & region

Marketing Automation

• Ensure that we utilise marketing automation best practices to attract and guide qualified leads through the buying process


• Excellent written and verbal communication skills

• Strong research and analytical skills (forecasting and identifying trends, clients and competitors)

• Budget management skills

• A willingness to learn

• Creativity

• Ability to work in a cross functional team

Qualifications and requirements: 

• Degree – marketing or communications preferred

• 3-5 years’ experience in similar role

• Deep knowledge with CRM and automation software, Excel pivot tables The candidate must be ACCA (or equivalent) qualified

• Experience and familiarity with the latest trends, technologies and methodologies in graphic design, web design, production etc.

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