CRM Manager

Hobbledown, Horton Lane, Epsom, KT19 8PT
, UNITED KINGDOM

The CRM Manager will define and deliver the CRM strategy for The Escapade Group, using customer data and lifecycle marketing to drive repeat visitation, Annual Passes, retention, cross-brand visitation and incremental revenue across our seven attractions.

We run seven of the UK's best-loved family attractions across four brands:
Hobbledown (Epsom and Hounslow Heath), Kidspace (Croydon and Romford), Water mouth Castle, Gripped and Farmer Ted's. We have just made the biggest technology investment in the group's history: a Salesforce Data Cloud and Marketing Cloud platform that unifies, for the first time, every family who visits us into a single customer view. You will decide what we do with it, and then make it happen.

The build starts in December with an expert implementation partner alongside you; by spring the strategy, the journeys and the results are yours. We are looking for someone strategic enough to decide what Escapade should do with CRM, and hands‑on enough to actually build it.

The shape of the role, roughly: 25% strategy and commercial growth, 35% campaigns and lifecycle, 20% data and optimisation, 20% platform ownership.

• own the CRM roadmap: decide where customer data can move the commercial dials, and in what order
• set the segmentation and contact strategy across four brands, and the test-and-learn agenda that sharpens it
• carry commercial targets with the Marketing Director: repeat visitation, membership conversion, retention, cross-brand visitation and incremental revenue, and track delivery against the board-approved business case

• build and run the journeys that carry the business case:
  Annual Pass renewal, lapsed family win‑back, abandoned booking recovery, post‑visit follow‑up and cross‑brand introductions
• run the campaign calendar with the site marketing leads, turning plans into segments, sends and journeys across email and SMS for four brand identities, around a million sends a month
• own deliverability and sender reputation as volumes grow, and the creative and copy briefs that keep every brand sounding like itself

• create and maintain audience segments in Data Cloud, and keep an eye on identity match quality as new data lands daily
• own campaign and lifecycle reporting: attribution, lifetime value, membership conversion and journey performance, feeding the weekly and monthly rhythm the leadership team runs on
• close the loop: results into learning, learning into the next iteration of the strategy

• be the technical owner and administrator of the platform: users, permissions, configuration, and the health of the daily data feeds from our booking systems, spotting and fixing issues before they become gaps in the customer view
• be the guardian of consent and preferences: GDPR‑compliant data handling, the preference centre, suppression rules, and the discipline that guest data lives in the platform and nowhere else
• work alongside our implementation partner through the build (December to February), soak up everything they know, then take the keys, with their support on tap for the first three months after go‑live

• A CRM strategy on a page by January that the leadership team recognises as the plan
• Go‑live lands on time in late February with clean data and the first renewal journey live for the April season
• All four brands sending from their own identities, with deliverability healthy and improving
• Renewal and win‑back journeys measurably moving membership and repeat visitation
• Attribution reporting trusted and used: marketing…