Irwin Mitchell's owned channels represent one of the firm's greatest growth opportunities. As Senior CRM Lifecycle & Activation Manager, you'll lead how the business uses CRM, behavioural data and marketing automation to create more effective client engagement throughout the customer lifecycle.

Reporting to the Head of Digital, you'll design and deliver lifecycle marketing programmes that support acquisition, onboarding, retention, re-engagement and cross-sell. You'll work closely with Digital, Marketing Operations and wider marketing teams to create connected, data-driven customer journeys that improve both client experience and commercial performance.

What you’ll be doing:

• Developing the firm's lifecycle marketing and activation strategy.
• Designing nurture journeys and engagement programmes.
• Defining audience segmentation and communication frameworks.
• Working with Marketing Operations to maximise CRM and marketing automation capabilities.
• Building journey plans across email, website and paid channels.
• Defining audience criteria, trigger logic and reporting frameworks.
• Supporting the delivery of automated, personalised communications.
• Measuring performance and identifying optimisation opportunities.
• Using testing and insight to improve engagement and conversion.
• Ensuring programmes comply with GDPR, PECR and consent requirements.
• Providing clear reporting and recommendations to key stakeholders.

Essential

• Significant experience within CRM, lifecycle marketing, email marketing or marketing automation.
• Experience developing nurture programmes and automated customer journeys.
• Strong understanding of audience segmentation, customer data and behavioural marketing.
• Experience using CRM and marketing automation platforms.
• Understanding of consent frameworks and compliant data usage.
• Ability to translate business needs and audience insight into activation plans.
• Strong analytical skills and experience using data to drive optimisation.
• Experience working across media, website, content, data and marketing teams.
• Strong project management and stakeholder management skills.
• Excellent written communication and attention to detail.
• Ability to operate independently whilst influencing multiple stakeholders.

Desirable

• Experience with Dotdigital and Dynamics 365 CRM