Head of CRM

Blue Light Card. Individually great, together unstoppable

The Role and the Team

We have an exciting opportunity for an experienced Head of CRM to join us on a 12-month fixed-term contract, leading our CRM team and shaping the way we engage, retain, and build long-term relationships with our members. You’ll set the strategic direction for CRM while staying close to delivery, coaching a talented team, influencing cross-functional decisions, and driving initiatives that support our members across the full lifecycle: from onboarding and activation through to renewal.

What You’ll Do

• Develop and execute the retention strategy focused on enhancing the end-to-end user experience and driving engagement
• Define clear KPIs and performance goals, ensuring CRM activity aligns with wider business and marketing objectives
• Design and implement an operational framework for the CRM function, collaborating with other key teams such as Product, Commercial, Creative, Insights, and more to ensure seamless execution and alignment of CRM initiatives
• Oversee day-to-day CRM operations, ensuring all trading activities are addressed and optimising processes for maximum efficiency and impact
• Manage key CRM technologies, partners, and vendors to ensure our tools (e.g., Braze, Amplitude) effectively support our strategy
• Champion member behaviour and engagement across the business, co-owning our Member Engagement strategic pillar with the Product Director
• Lead, develop, and inspire a high-performing CRM team of 10, fostering creativity, collaboration, and continuous improvement
• Support the team in leveraging customer data and insights to refine member segmentation, develop targeted campaigns, and create personalised customer journeys that improve engagement and growth

What You’ll Bring

• Extensive experience in CRM, retention, lifecycle and loyalty marketing in a highly commercial tech-first business
• A strong balance of strategic vision and hands-on delivery, with proven cross-functional and senior stakeholder management
• Supportive and effective people management skills, with experience guiding and developing team members at varying levels
• Deep analytical capability and comfort working with customer segmentation, experimentation, and data-informed decision-making
• Practical experience using Braze, plus a good understanding of reporting and BI tools such as Tableau, Looker, or Lightdash
• A solid track record of scaling personalisation and automation, including the adoption of AI-led approaches where they add value
• Familiarity with subscription models and renewal cycles (advantageous but not essential)

Our Culture

Our mission is simple – make heroes happy. Our members are the real-life heroes who keep us all safe, cared for, and thriving. It’s what gets us up in the morning and pushes us to go further, think bigger, and create something that truly matters. By focusing on their happiness, we create amazing experiences, deliver unrivalled discounts, innovative products, and world-class service.

We don’t just follow the usual path - we look for smarter, bolder ways to deliver real impact. We take ownership, move fast, and work shoulder to shoulder to build something special.

We’re committed to building a diverse and inclusive team where everyone feels they belong. Different perspectives and experiences help us grow, innovate, and better reflect the communities we serve.

We promote hybrid working, and value in-person collaboration so encourage time in our offices, where you can make the most of our fully stocked snack drawers – either the HQ in Leicestershire, or London, Holborn office. The frequency and office location will vary depending on the role and team. We aim to be flexible, but we aren’t able to offer fully remote working.

What We Offer

• Hybrid working and flexible hours
• Free parking and EV charging onsite at HQ
• 25 days annual leave plus an additional day off for your birthday, and a buy and sell holiday scheme of up to 5 days
• A company bonus scheme
• Your own Blue Light Card and exclusive access to thousands of discounts
• Generous funded BUPA medical insurance covering pre-existing conditions
• Group auto-enrolment pension plan
• Enhanced parental leave and absence leave
• Healthcare cashback plan
• Employee assistance programme (including mental health support) and mental health first aiders
• Great social events e.g., festive party, summer party, team socials, sports matches
• Regular company-wide recognition events e.g. monthly Light’s Up and annual Shine awards
• Relaxed dress code and modern office space (games area, chill-out areas, book club, free drinks/snacks)
• Onsite gym at HQ (including access to free HIIT & stretch classes)
• Strong learning and development culture and personal growth fund

#LI-Hybrid