CRM Manager UK

Hi were Penfold - were on a mission to help everyone save enough to be comfortable in later life!

Theres over a trillion pounds sitting in UK pensions but most of it is with legacy providers offering outdated products and poor service. Were here to change that.

Penfold is building the pension of the future a modern tech-first platform that makes saving for later life easy engaging and accessible for everyone.

Were a growing team of 60 builders across London and Tallinn backed by some of the worlds leading FinTech investors. Having raised 25M we manage 800M in pensions for over 100000 savers and thousands of businesses and were on track for profitability next year.

As one of our first 60 hires youll play a key role in shaping our culture and have loads of opportunity to grow progress and make your mark.

About the role

Were looking for a meticulous self-sufficient and insight-driven CRM Manager to own and elevate our customer lifecycle marketing strategy. Your primary focus will be building engaging data-led CRM programmes that drive customer engagement retention and lifetime value across our 120000 pension savers.

Youll design execute and optimise automated and ad-hoc customer journeys from onboarding through to active engagement and retention ensuring every communication is relevant personalised and drives meaningful action. Youll also support our B2B lead nurturing efforts for employers and intermediaries but customer CRM is where youll spend 90% of your time.

Reporting to the Head of Marketing youll have complete ownership of our CRM channels email push and in-app notifications while independently collaborating closely with Product Engineering Operations Sales and Data teams.

This role requires exceptional attention to detail a rigorous testing mindset and the ability to work independently to solve problems and deliver high-quality work without rounds of revision.

If you love using data creativity and automation to build best-in-class lifecycle marketing programmes and you take pride in getting the details right wed love to hear from you.

Your responsibilities

Customer CRM (Primary Focus)

• Own and evolve Penfolds customer lifecycle strategy ensuring our communications are engaging personalised and drive key business outcomes (activation engagement retention LTV growth).
  
• Design and build newas well as optimise existing automated customer journeys across the full lifecycle onboarding activation engagement feature adoption reactivation and retention.
  
• Optimise customer segmentation to deliver the right message to the right person at the right time via the right channel using behavioral data product usage demographics and lifecycle stage.
  
• Create and deploy email and push notification campaigns including all content creation technical setup QA and deployment ensuring flawless execution with zero errors.
  
• Champion a rigorous testing culture: implement A/B and multivariate tests to continually improve messaging creative timing and channel performance.
  
• Deliver actionable insights from campaign performance and customer data not just reporting numbers but translating data into strategic recommendations that drive decision-making across Marketing Product and Operations.
  
• Proactively identify opportunities to improve customer engagement and retention based on data analysis customer behavior patterns and lifecycle gaps.
  

B2B Lead Nurturing (Secondary Focus)

• Build and execute lead nurture automated programmes for our B2B prospects employers and intermediaries (accountants) ensuring timely relevant value-driven content moves them through the sales funnel.
  

Cross-Functional Collaboration

• Work closely with Product and Engineering to understand user journeys identify friction points and ensure CRM campaigns align with the customer experience.
  
• Collaborate with Operations and Data teams to ensure data integrity segmentation accuracy and compliance with GDPR and email best practices.
  
• Partner with the wider Marketing team to ensure brand consistency and alignment across all customer touchpoints.

Skills and Experience:

• 3 years of hands-on CRM experience in a high-growth B2C/D2C environment (ideally but not necessarily in FinTech SaaS consumer tech or digital services) with a strong focus on automated lifecycle marketing and customer retention.
  
• Proven track record of driving measurable business results through email marketing and CRM strategies you can point to specific campaigns or programmes where you improved activation engagement retention or LTV.
  
• Expert-level proficiency with CRM tools and ESPs youre comfortable building complex automated journeys advanced segmentation dynamic content and A/B tests without hand-holding.
  
• Meticulous attention to detail your campaigns go out error-free the first time. You double-check links test across devices and catch mistakes before they reach the approval stage.
  
• Highly self-sufficient and resourceful you proactively solve problems find answers in documentation leverage internal expertise and dont need rounds of feedback to meet expectations.
  
• Strong analytical and insight-generation skills you dont just report what happened; you dig into why it happened and what we should do next. You understand key CRM and business metrics (open rates CTR conversion rates engagement trends CAC LTV) and can translate data into action.
  
• Deep understanding of customer psychology and lifecycle marketing you intuitively understand where customers are in their journey what motivates them and how to craft messaging that resonates and drives action.
  
• Excellent copywriting and creative judgment you can write clear engaging jargon-free customer communications and know what makes a campaign compelling.
  
• Up to date on email and CRM best practices including GDPR compliance deliverability accessibility and mobile optimisation.

What Were Looking For

Be prepared to work hard! Ultimately were looking for smart hardworking & energetic people who get stuff done & are committed to contributing to a great team. So if youre excited about what were doing get in touch definitely dont be put off if you dont tick every box!

Our application process:

1. Application Screening Questions

• Submit your CV and answer a few short questions about your CRM experience and approach

2. Intro Call (30 mins)

• A quick chat to introduce you to Penfold learn about your experience and aspirations and answer any questions

3. Experience Deep-Dive (45-60 mins)

• Dig into 2-3 campaigns or programs youve owned: your strategy execution results and what you learned
• Discuss challenges youve faced how you solved them and your biggest CRM wins
• Understand your analytical approach stakeholder management and how you operate day-to-day

4. Take-Home Task (60 mins)

• To test your strategic thinking execution quality and attention to detail

5. Task Review Technical Interview (60 mins)

• Walk us through your task and discuss your approach

6. Culture Fit Session (45 mins)

• Meet some of our team members to see if were a great fit for each other
  

Benefits:

Were working hard to create a working environment where people feel empowered to do their very best work make a big impact and enjoy what they do. Specifically our benefits package includes:

• A competitive salary; we proactively review salaries to make sure you get what you deserve
• Meaningful share options youll own a part of Penfold and share in our success
• 10% pension contribution each month that you dont need to match (on top of your salary)
• Medical insurance through Vitality
• Unlimited holiday were interested in your output not how many holidays you go on!
• Hybrid working we like people to come in to our office (so it would be great if you lived in the London area) at least a couple of days a week to collaborate but we trust you to get your work done in whatever environment suits you
• Great community office space plenty of people come into our wonderful private office near Borough Underground station.
• Free tea coffee soft drinks and snacks
• Free company lunch every week (e.g. Borough Market Mercato Metropolitano)
• Laptop and any WFH equipment you need
• Option to buy a bike tax free and spread the cost (using the cycle to work scheme)
• Learning and Professional Development we conduct regular 360 feedback and focus on role progression that suits each individual. We support everyone with courses events and coaching to help everyone reach their goals
• Quarterly company socials and regular meet-ups throughout the year too!
• Plus a host of other benefits see here: are 100% committed to building a diverse and representative team. Whatever your race religion colour national origin gender sexual orientation age marital status or disability - we want to hear from you. If you have questions about the role or the company or the interview process please let your recruiter know and were happy to answer these anonymously if that makes you feel more comfortable.

  Were all about giving every candidate the best chance to shine. If you require any reasonable adjustments to the job description application or selection process just let us know wed be happy to help. When it comes to hiring we focus only on your skills experience and how you live our values.

  As part of our hiring process we may record your interview and use AI tools to generate notes. This helps us capture details accurately and ensures a fair review by our hiring panel. By attending an interview with Penfold you consent to the use of recording and AI-generated notes for this purpose. If you have any concerns or would prefer not to be recorded please let us know in advance.