CRM Insights and automation specialist

The Opportunity
We are seeking a technical CRM Automation & Insights Specialist to own the architecture of our customer engagement platform and the strategic insights that drive revenue growth. You will design and optimise automated customer journeys, develop deep understanding of customer behaviour and value, and partner with the wider CRM team to translate insights into measurable business outcomes. The role includes acting as a senior CRM subject matter expert, setting best practice, and helping shape the CRM roadmap across markets.

The Role
- Platform ownership and automation. Design, build, and optimise sophisticated automated customer journeys in Insider that respond to customer behaviour in real-time. Understand event architectures, design trigger logic for edge cases, configure behavioural conditions, and test workflows for scale. Validate data quality, optimise automation logic based on performance, and own the technical stack and integrations that enable marketing to execute strategy at scale.
- Customer insights and segmentation. Develop data-driven understanding of customer behaviour, value, and opportunity. Build dynamic segments based on behavioural, transactional, and lifecycle data. Identify high-value customers, at-risk cohorts, and reactivation opportunities. Work closely with the Head of CRM to translate insights into segmentation and targeting strategies. Provide CRM guidance across international markets, helping regional teams apply consistent segmentation and lifecycle principles whilst adapting to local requirements.
- Revenue analytics and KPIs. Own metrics demonstrating CRM-driven revenue impact. Validate CRM-attributed revenue against transactional data. Develop KPI frameworks measuring business impact of automation and insights. Ensure measurement covers core outcomes: retention, customer value, revenue impact, and churn, with market-level visibility. Work with the CRM leadership team to set targets and identify where marketing investment drives the highest return.
- Reporting infrastructure. Design and build automated reporting pipelines and dashboards. Develop KPI frameworks that are technically sound and strategically aligned. Own migration from Excel-based reporting to scalable, real-time analytics. Ensure frameworks capture core commercial CRM outcomes across markets.
- Data integration and API work. Own integrations between Insider, data warehouse, analytics platform, and reporting tools. Understand data mapping, debug integration failures, and maintain data freshness. Collaborate with data teams to implement new customer events and feeds into Insider. Work across Product, Data, Technology, Operations, and Compliance to ensure CRM requirements and data dependencies are aligned.
- Marketing partnership and experimentation. Reporting to and partnering with the Head of CRM, you will focus on targeting, segmentation, and testing strategy. Establish and champion advanced experimentation practices including uplift analysis and multivariate testing. Translate business objectives into technical requirements and data into strategic insights. Drive decisions on where investments should sit and whether current approaches deliver intended impact.
- AI and emerging technology. Evaluate and integrate AI tools (particularly Claude AI) into CRM workflows where they deliver genuine value: AI-powered content generation, predictive segmentation, churn modelling, and campaign optimisation. Stay current with new tools and assess whether they solve real problems.
What You Will Bring
Three to five years building and optimising automated workflows in Insider or equivalent platforms (Salesforce Marketing Cloud, Web Engage, Xtremepush). Comfortable with platform architecture, workflow logic, debugging failures, and understanding configuration versus platform limitations.
Approach CRM data as strategic asset. Think about segmentation as a strategic choice, not just technical execution. Have built analyses revealing customer behaviour patterns, revenue drivers, or informing marketing decisions. Understand data quality issues and think critically about what data tells you.
Understand customer lifecycle marketing (acquisition, onboarding, activation, retention, reactivation). Have worked with marketing teams and understand how marketing decisions are made. Translate between strategy and technical execution. Speak marketing language and understand what marketers care about.
Built dashboards and reports in Power BI, Looker, Tableau, or Excel. Understand data structures, write basic queries, and connect multiple data sources. Built reports that would impact team decisions. Think critically about data quality, validation, and metrics measures.
Comfortable with APIs, authentication methods, debugging integration issues, and data mapping between systems. No need to write production code, but should read API documentation, understand JSON payloads, and troubleshoot integration failures.
Translate technical complexity into…