Senior CRM & Loyalty Manager

Role:Senior CRM & Loyalty Manager

Location: Bournemouth

Reference: HOB1123144

Closing Date: 30/07/2025 23:59

Salary 57k - 62kdependent 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 UKs 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

Evolve and Drive Customer Loyalty Propositions:

• 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

Optimise Performance and Customer Lifetime Value (CLV):

• 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

Lead Customer Research Initiatives:

• 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

About you

• 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

Benefits

• 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

We are completely committed to supporting anyone with a disability in applying for our vacancies. If you have a disability and require support throughout our recruitment process you can contact us at and let us know what adjustments you may need.

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.

Were 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.

Were 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