Marketing Manager

Job Description

Responsibilities
• CRM Ownership
• Take full ownership of the CRM ecosystem and customer database.
• Improve database quality, structure, and integrity.
• Develop scalable CRM processes and systems.
• Ensure accurate tagging, segmentation, and customer categorisation.
• Maintain database hygiene and data accuracy across all systems.
• Database Strategy
• Conduct a comprehensive audit of existing CRM systems and customer databases.
• Develop and implement a long-term CRM and lifecycle marketing strategy.
• Create a structured framework that aligns customer data, marketing activities, and commercial objectives.
• Identify opportunities to improve customer engagement and revenue generation.
• Customer Segmentation
• Build and manage intelligent customer segments based on:
• Business size
• Customer value
• Purchase history
• Event attendance
• Lead source
• Engagement levels
• Buying behaviour
• Customer lifecycle stage
• Recent activity
• Lifetime value
• Lead Scoring
• Design and manage lead scoring models to identify high-intent prospects.
• Use behavioural, engagement, and demographic data to prioritise opportunities.
• Work closely with marketing and sales teams to improve lead quality and conversion rates.
• Lifecycle Marketing
• Develop and optimise automated customer journeys covering:
• New enquiries
• Lead nurturing
• Webinar registrations
• Event registrations
• Event reminder sequences
• Non-attendee follow-up campaigns
• Customer onboarding
• Repeat customer engagement
• High-ticket prospect nurturing
• Upsell and cross-sell campaigns
• Renewals
• Reactivation campaigns
• Ensure prospects receive the right message at the right time throughout their journey.
• Campaign Management
• Plan, coordinate, and launch campaigns across:
• Email marketing
• SMS marketing
• Marketing automation workflows
• Behaviour-triggered sequences
• Collaborate with copywriters, designers, and the wider marketing team to maximise engagement and conversion performance.
• Reporting & Optimisation
• Monitor, analyse, and improve key performance indicators, including:
• Open rates
• Click-through rates
• Conversion rates
• Presentation bookings
• Webinar registrations
• Event attendance
• Revenue generated
• Customer engagement metrics
• Provide data-driven recommendations and continuously optimise campaign performance.

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