Senior CRM Manager

Make every message matter.

At Dunelm, we’re on a mission to help everyone feel truly at home - and that includes how we connect with our customers. As our new Senior CRM Manager, you’ll lead the charge in building deeper, more meaningful relationships with millions of home lovers across the UK.

This is your chance to shape how we talk to our customers - at scale, with heart, and with real impact.

Department Overview

CRM works within the performance marketing team in the Digital area of our business. We are tasked with contributing to the overall business growth through digital performance. Due to the direct link our channels have with customers online and instore, we are a team who interact with many different areas of the business. We consider our role being to connect our customers with our fabulous product and everything that is great about shopping with Dunelm.

What you will be doing?

Role Overview:

As the Senior CRM Manager, you will…

• Lead customer relationship strategy and planning within the CRM team, delivering towards the overall CRM and Digital growth strategy & delivery.
• Further develop our Customer Communications approach to become more data oriented.
• Understand and map the audience, communications and lifecycle journeys from all customer interaction data to enable us to communicate at scale, and with relevance
• Develop and own all automated communications across email and increasingly into other channels including Push Notification, My Account on Dunelm.com and Dunelm app and Ecrebo (electronic & physical receipting) in stores
• Partner with our data, Product, Tech, Personalisation, App and I&A teams to evolve the audience strategy across CRM, with specific focus on increasing relevancy through automations and triggered campaigns.
• Be both highly technical and commercial, and be able to step change how we use our data, our communications infrastructure, and the orchestration of messaging to grow channel £Rev contribution, shopping frequency and customer retention
• Be a major stakeholder and influencer for the wider CRM, Performance Marketing and Digital teams in Dunelm, improving how we work together to deliver the common digital growth targets and the overall business targets, raising the profile of how CRM contributes to that.
• Be a key member of the CRM leadership team helping to develop team culture and engagement and driving thinking about team roles and responsibilities.

The role will be varied and evolve fast, you’ll need to:

• Forge and maintain strong relationships throughout the business and across the wider Customer, Commercial and Technology teams.
• Use your technical and leadership experience to coach and up skill the colleagues around you, building a highly motivated, customer focused team.
• Support the CRM team in delivering engaging communications, using data and insight to personalise journeys and increase relevance and inspiration.
• Strengthen engagement and involvement with internal stakeholders, ensuring people internally and externally feel well informed and empowered.
• Leverage our software and supplier partnerships, ensuring we get maximum value from both.
• Evolve and develop the customer measurement framework and KPI's we use.
• Drive the data hard – from collection to the single customer view and into segmentation, we need data to be at the heart of what we do and make it accessible to all users.
• Test and learn wherever possible to increase our awareness of what is changing our performance.

You will have an open minded and unbiased approach to your role, support continuous improvement by sharing your own knowledge, experience and insights and be able to work collaboratively and enthusiastically in a fast changing and responsive environment.

What is in it for you!

• Competitive Basic Salary
• Up to 25% bonus
• Car Allowance
• Bupa Private Healthcare
• Life Cover (3x your salary)
• Critical Illness
• Dunelm Discount Card of 15%
• 5% Pension (Company) 4% (Employee)
• 25 days holiday +1 day for Birthday +1 day for Charity+ Bank Holidays
• Access to online discounts at various other retailers and organizations.
• Flexible hybrid working
• And many more!