CRM and Personalised Marketing Manager

The CRM & Personalised Marketing Manager will own and drive the Club’s CRM and lifecycle strategy, directly influencing revenue performance, yield optimisation and fan lifetime value.

This role is responsible for growing and monetising Yorkshire’s contactable audience, embedding segmentation and insight into every campaign, and ensuring that data informs commercial decision-making across ticketing, membership, hospitality and partnerships. You will position CRM at the heart of the Club’s commercial model - driving measurable growth in acquisition, retention, conversion and revenue.

Why This Role Matters

This is a pivotal hire at the centre of Yorkshire's commercial transformation. The successful candidate will shape how the Club grows, segments and monetises its audience - directly impacting revenue across ticketing, membership and hospitality. For a digitally driven growth marketer, this is an opportunity to take ownership of a core commercial function within one of the most influential cricket clubs in the game.

• - Develop and execute a CRM strategy that drives revenue, conversion, and database growth across cricket and non-cricket activity
• - Optimise ticketing, membership, and hospitality performance, increasing customer lifetime value through structured lifecycle marketing
• - Grow and segment the Club's contactable database to improve targeting, personalisation, and supporter engagement
• - Translate supporter insight into actionable campaigns and commercial outcomes
• - Lead end-to-end integrated marketing campaigns, from concept and messaging to multi-channel activation across email, SMS, social, app, and web
• - Design, manage, and optimise automated customer journeys to maximise acquisition, conversion, and retention
• - Own the lifecycle and campaign calendar across competitions, memberships, and wider group initiatives
• - Track and report KPIs including revenue attribution, engagement, conversion, and database value to senior leadership
• - Use insight and testing to continuously refine campaign creative, targeting, and channel performance
• - Oversee CRM platform performance and marketing automation, supporting data infrastructure evolution and digital product development
• - Collaborate across commercial teams and group subsidiaries to deliver integrated marketing activity and support sponsorship activation
• - Ensure all CRM activity complies with GDPR, data governance standards, and best practice

• - Proven experience in a CRM, lifecycle or growth marketing role with demonstrable revenue impact across the full marketing funnel (acquisition, conversion, retention and reactivation)
• - Strong hands-on experience with CRM platforms, marketing automation tools and multi-channel campaign activation
• - Experience leading creative development and integrated marketing campaigns, ensuring brand consistency and performance optimisation
• - Commercially minded, able to link data insight to pricing, yield strategy and measurable revenue outcomes
• - Proven track record of building and optimising segmentation, personalisation and lifecycle frameworks
• - Strong analytical capability with the ability to interpret performance data and translate insight into actionable growth strategies
• - Experience managing agencies and digital suppliers, driving accountability and performance delivery
• - Clear understanding of GDPR and data compliance in data-led marketing environments
• - Confident communicator, able to influence across marketing, digital, and commercial functions

Working at Yorkshire Cricket, you will benefit from the following:

• - Health cash plan provider
• - 25 days annual leave plus statutory bank holidays which increases based on years of service
• - Yorkshire County Cricket Club membership
• - Access to employee assistance programmes
• - Enhanced parental leave
• - Volunteering leave
• - Wellbeing and cultural leave

Yorkshire Cricket is committed to safeguarding children and adults  part of that commitment, this post requires a Disclosure and Barring Service (DBS) check at the appropriate level. The possession of a criminal record will not necessarily prevent an applicant from obtaining this post, as all cases are judged individually according to the nature of the role and information provided. Information about how we manage DBS checks can be found in our DBS Guidance

We believe that a diverse and inclusive environment makes us stronger. We are committed to building a team where everyone feels welcomed, valued, and empowered to contribute their unique perspectives. Diversity, equity and inclusion are at the core of our recruitment strategy, and we welcome applicants from all backgrounds.