Senior CRM Manager

Blue Light Card. Individually great, together unstoppable

The Role and the Team

We’re looking for a Senior Retention Strategy Manager to deliver key CRM and engagement initiatives, taking ownership of complex projects from insight through to execution.

Working closely with the Head of CRM, you’ll help bring our member retention, loyalty and advocacy vision to life. From vertical integrations and go-to-market planning, to developing new loyalty propositions, you’ll combine data, problem-solving, hands-on execution and cross-functional collaboration to make a measurable impact.

This is a new role created through growth, joining a collaborative and high-performing CRM team where you’ll genuinely see the impact of your work on both the business and our members. You’ll start as an individual contributor, and will quickly grow into a people manager as the team continues to expand.

What You’ll Do

• Translate retention, frequency and loyalty strategic objectives into actionable plans, frameworks, and initiatives
• Lead on major projects such as vertical integrations, GTM planning, and loyalty programme development
• Work closely with the Data team to analyse large and complex datasets to generate insights that guide decision-making
• Build business cases and recommendations, ensuring strategies are data-led
• Collaborate with teams across Product, Tech, Data, Marketing, and Commercial to deliver high-impact initiatives
• Track and report on the effectiveness of strategies, sharing insights and learnings to shape future plans
• Stay across market trends and innovations in CRM, loyalty, and customer engagement

What You’ll Bring

• Extensive CRM, retention, or lifecycle marketing experience, with a strong emphasis on strategy and planning
• A solid analytical mindset, able to translate data into clear, actionable recommendations; experience in strategy, consulting, or insight-led roles is a plus
• Experience delivering cross-functional CRM or loyalty initiatives, working collaboratively with stakeholders at all levels
• Strong communication skills, with the ability to influence decisions, navigate ambiguity, and drive clarity to deliver impactful outcomes
• Proven project management skills, comfortable taking ideas from concept through to delivery; project management qualifications (e.g., PRINCE2) are advantageous.
• Hands-on experience with Braze, with a good understanding of personalisation at scale
• People management experience, with the ability to coach, mentor, and develop others
• Experience using AI technologies to scale CRM activity and personalisation

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