Senior Manager, Customer Experience & Digital Engagement

Reporting to the Head of Marketing, the Senior Manager, Customer Experience & Digital Engagement will improve how customers discover, purchase, renew and engage with the organisation.

The role will lead CRM, customer lifecycle management and digital experience optimisation across the business. It will use customer insight, personalisation, experimentation and continuous improvement to support growth, conversion, retention and customer lifetime value.

This is a hands-on leadership role combining strategic direction with execution. The successful candidate will work closely with Digital Marketing, Product, Technology, Customer and Claims, and Contact Centre teams to improve customer journeys, reduce friction and deliver stronger customer and commercial outcomes.

Key responsibilities

CRM and customer lifecycle

• Own CRM strategy and customer lifecycle programmes across acquisition, onboarding, renewal, retention and advocacy.
• Develop and optimise customer communications across email, SMS and other owned channels.
• Improve customer segmentation, personalisation and marketing automation.
• Lead initiatives to improve engagement, retention, cross-sell, upsell and customer lifetime value.
• Own lead nurturing, quote recovery and re-engagement programmes to improve conversion across digital and assisted channels.
• Partner with Contact Centre and Digital Marketing teams to improve lead follow-up and conversion.
• Use customer data and behavioural insights to improve engagement, conversion and retention.
• Champion customer-centred decision-making across the organisation.

Digital experience and journey optimisation

• Own the customer-facing website and digital experience roadmap from a customer perspective.
• Identify customer pain points and lead improvements across key journeys to increase conversion and customer satisfaction.
• Partner with Digital Marketing, Product and Technology teams to optimise user experience, content, functionality and digital journeys.
• Lead A/B testing and optimisation across digital touchpoints.
• Build a culture of experimentation, continuous improvement and data-informed decision-making.

Customer platforms and data

• Act as the business owner for Salesforce and other customer engagement platforms.
• Define and prioritise platform enhancements that support growth, customer engagement and operational efficiency.
• Work with Technology teams to improve platform capabilities, workflows and integrations.
• Drive adoption of platform capabilities across Marketing and customer-facing teams.
• Explore automation, AI and emerging technologies to improve customer and business outcomes.
• Monitor lifecycle, conversion and engagement performance, turning insights into recommendations for ongoing improvement.

Leadership and stakeholder management

• Lead and develop the Customer Growth & Experience function within Marketing.
• Coach and build capability across CRM, customer lifecycle and digital experience disciplines.
• Build strong partnerships across Marketing, Product, Technology, Customer and Claims, and Contact Centre teams.
• Influence stakeholders to deliver seamless and consistent customer experiences throughout the customer lifecycle.
• Manage external technology partners and vendors where required.
• Foster customer centricity, accountability, collaboration and continuous improvement.

Qualifications and experience

• At least 10 years experience in CRM, customer lifecycle, digital experience or customer growth roles.
• A track record of improving customer acquisition, conversion, retention and lifetime value.
• Experience managing CRM, marketing automation and customer engagement programmes.
• Strong understanding of customer journeys, personalisation, conversion optimisation and digital channels.
• Experience with Salesforce, Marketing Cloud or equivalent customer engagement platforms.
• Ability to work cross-functionally with Marketing, Product, Technology and customer-facing teams.
• Previous people leadership experience, with strong stakeholder management and influencing skills.
• Experience in a direct-to-consumer business is an advantage.

Skills and competencies

• Customer-focused and commercially minded.
• Strong analytical and problem-solving skills.
• Hands-on experience with CRM platforms and customer analytics.
• Able to influence and collaborate across multiple teams.
• Comfortable working in a lean environment with limited resources.
• Strong execution skills and a bias towards action.
• Curious about AI, technology and new ways to improve customer experience.