Marketing CRM & Analytics Manager; FTC)

Key Group is one of the most exciting, forward-thinking brands in financial services, focused on helping people unlock a better retirement since 1998. We are later life lending experts, with a market leading specialism in equity release. We offer later life lending advice and solutions to help homeowners across the UK unlock a better retirement by accessing some of the wealth tied up in their properties.

Or as we like to say, retirement finances, unlocked. Our portfolio of brands comprises of Key (the Adviser) More2

Life (the Lender) and Air (Adviser software service).

We're looking for an experienced Marketing CRM & Analytics Manager to join our B2B Marketing team on a 12-month fixed-term contract.

This is a strategically focused role responsible for defining and delivering our CRM, audience engagement and marketing analytics strategy. You'll create a clear roadmap for how CRM, data and marketing automation can be used to better understand, segment, engage and nurture adviser audiences, supporting our wider acquisition, engagement and growth objectives.

Working closely with Marketing, Sales, Product, Change and Data teams, you'll develop adviser journey strategies, lead segmentation and personalisation initiatives, and identify opportunities to improve performance through data led marketing. You'll play a key role in embedding enhanced marketing analytics capabilities, translating insight into commercially focused recommendations that drive business performance.

This role would suit someone with strong CRM strategy experience, a passion for lifecycle marketing and analytics, and a proven track record of delivering CRM programmes within a B2B financial services or regulated environment.

• Define and own the CRM strategy, customer engagement strategy and CRM roadmap for adviser marketing activity.
• Develop and implement lifecycle marketing strategies that support acquisition, engagement, retention and nurture objectives.
• Design and optimise adviser journey strategies, ensuring communications are relevant, timely and aligned to business priorities.
• Lead segmentation and personalisation strategies to improve audience targeting and campaign effectiveness.
• Translate business objectives into clear CRM requirements and prioritised delivery plans.
• Partner with Sales, Product, Change and Data teams to deliver integrated CRM and marketing automation initiatives.
• Oversee campaign planning, execution, testing and optimisation, ensuring continuous improvement through data and insight.
• Establish measurement frameworks, KPIs and reporting to evaluate campaign effectiveness and customer engagement.
• Identify opportunities for CRM platform development and capability enhancement.
• Support the ongoing development of marketing analytics, ensuring insights are converted into actionable commercial recommendations.
• Champion best practice in data led marketing and adviser engagement within a regulated environment.
• Provide strategic guidance on CRM transformation initiatives and future capability requirements.

• Proven experience developing and delivering CRM strategy or customer engagement strategy within a B2B environment.
• Strong experience building and managing CRM roadmap development programmes.
• Experience creating segmentation and personalisation strategies that drive measurable business outcomes.
• Understanding of marketing automation platforms and automated nurture programmes.
• Experience using CRM and marketing analytics to deliver data-led marketing recommendations.
• Proven ability to establish measurement frameworks and optimise campaign performance.
• Strong stakeholder management skills with the ability to influence and collaborate across multiple business functions.
• Exper…