CRM & Data Manager

CRM & Data Manager
Birmingham City Football Club
Permanent | Full-Time (37.5 hours per week)
Location:
St. Andrews Stadium, Birmingham, B9 4RL

Birmingham City Football Club is on the rise.

With an incredible history dating back to 1875, Birmingham City Football Club is part of an exciting period of accelerated growth and modernisation and is playing it’s part in once-in-a-generation opportunity to support the transformation of England’s second city as part of the Sports Quarter project.

With significant investment across our football, commercial, and community operations, we are rebuilding the Club for long-term success — on and off the pitch. The journey we’re on involves strengthening our structures, elevating our performance environments, growing our teams, and investing heavily in the people, processes and culture that will define the next chapter of Birmingham City FC.

The Marketing team is responsible for growing Birmingham City Football Club's fanbase, strengthening supporter engagement and driving commercial performance. Through data, creativity and digital innovation, the team delivers campaigns and experiences that connect fans with the Club across every touchpoint. As our CRM & Data Manager
, you'll play a key role in shaping how we use customer data to deliver more personalised fan experiences and support the Club's ambitious growth plans.

Reporting into the Marketing team, you'll be responsible for leading the Club's CRM platform strategy and implementation, ensuring our technology, fan data and communications work seamlessly together.

Your immediate priority will be delivering our Bloomreach Customer Data Platform implementation, managing Yinz Cam as our integration partner and establishing a best-in-class CRM function that supports marketing, commercial growth and fan engagement across Birmingham City FC.

You'll become the Club's subject matter expert on CRM, fan segmentation and lifecycle marketing, enabling every department to make smarter, data-led decisions.

• Lead the implementation and ongoing development of the Club's Customer Data Platform (Bloomreach).
• Manage Yinz Cam and external integration partners to deliver against agreed roadmaps and milestones.
• Own the day-to-day operation, optimisation and health of the CRM platform.
• Ensure high-quality, GDPR-compliant fan data across Men's, Women's and Academy audiences.
• Develop first‑party data capture strategies across digital, retail and matchday touchpoints.

• Take ownership of the Club's email, SMS and push notification channels.
• Deliver targeted CRM campaigns from planning through to execution and optimisation.
• Build audience segmentation, A/B testing and automation programmes to continually improve engagement and performance.

• Build and develop fan personas, behavioural segmentation and lifetime value (LTV) models.
• Develop predictive models to improve retention, renewals and commercial growth.
• Provide audience insights that inform marketing, commercial and fan engagement strategies.

• Create personalised automated journeys across the entire fan lifecycle, including:
• New fan onboarding
• Season Ticket renewals
• Lapsed fan win‑back campaigns
• Cross‑sell and upsell programmes
• Develop dedicated lifecycle programmes supporting Birmingham City Women.

• Own CRM reporting and performance dashboards.
• Track database growth, engagement, lifecycle performance and revenue contribution.
• Lead the Club's brand health measurement framework and audience perception research.
• Provide actionable insight to Marketing and Commercial teams to support strategic decision making.
• Stay at the forefront of CRM, CDP and lifecycle marketing best practice.
• Support the Club's international growth ambitions through scalable CRM infrastructure.
• Become the Club's expert on fan data activation, segmentation and communications compliance.

We're looking for someone who combines technical CRM expertise with commercial thinking and a genuine passion for using data to create exceptional customer experiences.

You’ll be comfortable leading complex…