CRM Executive Audience & Systems

Reports to: CRM Audience & Systems Manager

Team: CRM & Loyalty (Digital)

Location: Livingston (Hybrid)

Works closely with: CRM & Loyalty Campaign team, Trade Email team, CRM Analytics, Digital Marketing, and Ecommerce teams

Summary

The CRM Executive – Audience & Systems sits within the Audience & Systems function of the CRM team  role focuses primarily on Salesforce Marketing Cloud (SFMC), with a broader responsibility for understanding how CRM and connected systems integrate. Experience in a comparable CRM or marketing automation platform (e.g. Adobe Campaign, Emarsys) is also welcome.

This role supports the CRM Systems and Audience Manager across integrations, automations, and audience selection and development. As the SFMC first point of contact, the role also supports training, troubleshooting, platform maintenance, and innovation. Responsibilities include managing data flows, enabling campaigns through accurate and organised data, and supporting third‑party integrations (e.g. Vibes, Skyvia) and connectors across Salesforce tools.

The role aims to improve performance, customer experience, and key KPIs such as revenue, profitability, frequency, AOC, AOV, ARPU, and CLTV, while supporting wider CRM and digital teams in their use of SFMC.

This is primarily an operational role with a need for strategic thinking. It is a key position supporting CRM, Loyalty, Trade emails, and new revenue streams.

What you’ll do

• Write SQL Query Activities to build and maintain BAU and campaign audiences in Data Extensions.
• Own suppression, inclusion and exclusion logic to maximise reach while protecting the customer experience.
• Manage data imports, file drops and Automation Studio workflows, and monitor them to make sure they run on time.
• Build and maintain Advertising Studio (Audience Builder) audiences for paid media.
• Keep the account tidy: monitor Data Extension storage, retention and naming conventions.
• Build and configure Journey Builder journeys, including entry sources, decision splits and exit criteria, for triggered programmes such as Welcome, Back in Stock, Wishlist and Basket/Browse Abandonment.
• Create dynamic, personalised email content with AMPscript, and use SSJS where needed.
• Build Cloud Pages for data capture, preference centres and competitions.
• Set up A/B and multivariate tests and QA campaign logic before go‑live.
• Manage mobile wallet and SMS integrations (e.g. Vibes).

Platform support

• Be the first point of contact for SFMC users across the business.
• Troubleshoot send, journey and automation issues.
• Deliver training and champion best practice.
• Make sure all activity complies with GDPR and our consent and preference rules.

Performance & insight

• Monitor campaign deployment and tracking, especially during peak trading.
• Produce weekly engagement reporting and turn trends into recommendations.
• Help improve key CRM KPIs: revenue, frequency, AOV, ARPU and CLTV.

Integrations & innovation

• Work with third parties and agencies on connected tools (e.g. Vibes, Skyvia, Story Stream, Marketing Cloud Connect).
• Support proof‑of‑concept trials and the CRM roadmap, including emerging AI features in Marketing Cloud.

What you’ll bring

• Hands‑on experience with Salesforce Marketing Cloud (or a comparable CRM / marketing automation platform) and/or a degree in Computer Science, Marketing or Data Analytics/Statistics
• Confident SQL for audience selection.
• AMPscript (or comparable personalisation language, e.g. Liquid) and HTML email experience.
• A strong eye for detail and a QA mindset.
• Strong data literacy, in order to build accurate customer audiences and segments

Nice to have

• 1–2+ years’ hands‑on Salesforce Marketing Cloud (or comparable platform) experience in a marketing or CRM team.
• Working knowledge of Email Studio, Automation Studio,…