Head of CRM

About the role

We are seeking a commercially minded and operationally excellent Head of CRM & Engagement to lead our UK CRM function. This role will be responsible for managing the end-to-end delivery and optimisation of CRM programmes across email, SMS, and outbound channels-driving client retention, engagement, and revenue growth.

Having completed the foundational phase of a transformation programme, we are now focused on delivering the next phase of personalisation and innovation, underpinned by excellence and continuous performance improvement through test and learn. This role is ideal for someone who thrives on impact, accountability, and developing a high-performing team. The role reports into our UK&I Chief Customer & Marketing Officer, and a 'dotted line' into the Group CRM Director.

Key Responsibilities

Own and evolve the UK CRM and engagement strategy, aligned to core business priorities (e.g. increasing engagement, frequency, subscription usage, reducing churn).

Lead lifecycle mapping and segmentation planning to deliver more personalised journeys across all touchpoints.

Define and monitor CRM KPIs (e.g. retention, usage, conversion, LTV) and ensure clear targets and action plans are in place.

Delivery & Optimisation

Oversee CRM operations across all owned channels-ensuring timely, accurate, and brand-aligned campaign execution.

Champion a test-and-learn culture across all CRM, embedding experimentation and optimisation into team processes.

Ensure all client communication (email, SMS, outbound) is relevant, timely, and adds value to the customer experience.

Team Leadership & Stakeholder Collaboration

Manage and develop a small, capable CRM team-providing strategic direction and coaching to support growth and impact (CRM Exec, Lifecyle Manager, Automation Manager and CRM Analyst)

Collaborate with Marketing, Creative & Content, Product & Technology, Data, and Clinical teams to ensure joined-up delivery and alignment across channels.

Represent CRM within UK marketing and cross-functional forums, acting as the internal expert and advocate.

Data & Technology

Partner with product and tech teams to improve CRM infrastructure and ensure tools and data enable effective personalisation and automation.

Input into data planning to support improved segmentation, targeting and measurement.Governance & Best Practice

Ensure all communications comply with GDPR, PECR and UK-specific marketing regulations.

Embed CRM best practice in delivery, from campaign QA and data hygiene to consent management and deliverability.

What We're Looking For

Significant experience in a CRM/customer engagement leadership role in a B2C organisation.

Proven success delivering data-driven CRM programmes across email, SMS and outbound channels.

Strong commercial mindset with a focus on measurable impact and performance.

Experience managing CRM operations at scale, including segmentation, campaign planning and testing frameworks.

Excellent understanding of UK data protection and marketing compliance requirements (GDPR, PECR).

Hands-on experience with CRM/marketing automation platforms and working with data/tech teams to enable execution.

Strong team leadership skills with experience managing and developing CRM teams.

Exceptional communication and stakeholder management skills.

A self-starter keen to develop their career in CRM, and break new ground in an exciting sector and a dynamic, growing business of scale

What We Offer:

At IVC Evidensia we recognise that our people are fundamental to the success of our business. Investing in our people, premises and processes is at the heart of what we do. In addition to a competitive base salary, you will benefit from

Work-life balance

26 days annual leave

Initiatives focused on employee wellbeing

Pension

Discretionary Bonus

Discounted staff pet care

Following receipt of your application, you will be contacted by one of our experienced recruitment team.

At IVC Evidensia we are a committed to Diversity, Equality, Inclusion and Belonging, we are keen to hear from candidates from all minority and diverse groups. As a Disability Confident Employer, we are keen to hear from candidates with disabilities and long-term health conditions and would be happy to discuss any reasonable adjustments needed during the recruitment process.

IVC Evidensia UK

IVC Evidensia, The Chocolate Factory, Keynsham, BS31 2AU, United Kingdom

At IVC Evidensia we are a committed to Diversity, Equality, Inclusion and Belonging, we are keen to hear from candidates from all minority and diverse groups. As a Disability Confident Employer, we are keen to hear from candidates with disabilities and long-term health conditions and would be happy to discuss any reasonable adjustments needed during the recruitment process.

Any questions before applying?

Speak to Danielle Hughes from our recruitment team who would be happy to help you with any questions you have before applying for this role.