- Company Name
- People's Postcode Lottery
- Job Title
- Group CRM Lead
- Job Description
-
**Job Title**
Group CRM Lead
**Role Summary**
Lead the definition, implementation, and continuous optimization of a Group‑wide CRM strategy that enhances customer engagement, personalization, and long‑term value across all markets. Act as the bridge between Group initiatives and local execution, ensuring a unified platform, measurable impact, and compliance with data regulations.
**Expectations**
- Deliver a unified CRM transformation that replaces fragmented legacy systems with a scalable, data‑driven platform.
- Ensure measurable customer and business value from all CRM initiatives.
- Maintain GDPR and local regulatory compliance, data quality, and privacy‑by‑design practices.
- Achieve high CRM maturity across markets through best practices, playbooks, and strong stakeholder alignment.
**Key Responsibilities**
1. Own and drive the Group CRM vision, strategy, and roadmap in alignment with Marketing, Product, Data, and Technology.
2. Lead the Group‑wide rollout of the new CRM platform, including integration, governance, consent management, and vendor coordination.
3. Replace fragmented CRM approaches with a unified operating model that balances central direction and local autonomy.
4. Define and execute a Group‑wide Next Best Action (NBA) strategy, enabling real‑time personalization across markets.
5. Partner with Data & Analytics to enable advanced segmentation, analytics use cases, and causal inference testing.
6. Develop and disseminate playbooks, frameworks, and guidelines for CRM execution; provide hands‑on support to local teams.
7. Define Group‑level KPIs, measurement frameworks, and experimentation culture to track adoption, maturity, and impact.
8. Foster collaboration across Marketing, Product, Technology, and Data teams; align CRM initiatives with other strategic workstreams and communicate progress to senior stakeholders.
9. Manage compliance, data quality, and consent processes in partnership with Legal, Data, and Tech teams.
**Required Skills**
- Deep expertise in CRM strategy, marketing automation, and digital engagement.
- Proven ability to design and implement centralized CRM platforms with scalable personalization (NBA).
- Strong data analytics skills, including segmentation, advanced analytics, and causal inference.
- Experience coordinating across cross‑functional teams and managing external implementation partners.
- Ability to translate business objectives into measurable CRM initiatives.
- Knowledge of GDPR and privacy‑by‑design principles.
- Leadership/coordination experience within B2C subscription or comparable models.
**Required Education & Certifications**
- Master’s degree in Marketing, Business Administration, or related field.
- ≥10 years of data‑driven marketing/CRM experience, with ≥5 years in a leadership or coordinating role.
- Experience with subscription models and B2C environments.
Edinburgh, United kingdom
On site
Senior
10-02-2026