Senior CRM & Digital Marketing Manager

Senior CRM & Digital Marketing Manager

**Marfa Stance London**

Reporting to: Digital and Ecommerce Director

The Role

This role brings together CRM, performance marketing and customer insight, with a focus on attracting new customers, building meaningful relationships with our existing community and driving long-term, profitable growth.

Working closely with the Ecommerce Director, Clienteling, Content and Ecommerce teams, alongside external agency partners, you will help deliver our digital marketing strategy across paid channels, CRM and email. You will also play a key role in connecting customer data across channels to build a more complete view of our customers and turn these insights into personalised experiences and measurable commercial growth.

This is an exciting opportunity for someone who combines analytical thinking with a strong understanding of brand, content and the customer journey.

Key Responsibilities

1. CRM & Customer Retention

• Support the development and delivery of the global CRM strategy, with a focus on customer acquisition, retention, repeat purchase and lifetime value.
• Own the email marketing calendar, ensuring campaigns are planned, briefed and delivered in line with the wider trading and content calendars.
• Develop and optimise automated customer journeys and lifecycle flows, including welcome, abandoned basket, post-purchase and re-engagement.
• Build customer segments and targeted communications based on customer behaviour, purchase history and engagement.
• Identify opportunities to grow customer loyalty, strengthen VIP relationships and encourage repeat purchase.
• Use customer insights and reporting to understand behaviour, identify opportunities and improve the effectiveness of CRM activity.
• Continuously test and improve email performance, including engagement, conversion and revenue.

2. Performance Marketing

• Manage the day-to-day performance of paid digital marketing channels, including paid search and paid social, working closely with external agency partners.
• Support the development and delivery of customer acquisition strategies across relevant paid channels.
• Monitor campaign performance against agreed KPIs, including new customer growth, customer acquisition cost (CAC), return on advertising spend (ROAS) and revenue.
• Work with agency partners to optimise budgets, audiences, creative and campaign performance.
• Identify opportunities to improve the balance between new customer acquisition and returning customer revenue.
• Collaborate with the Content and Ecommerce teams to ensure creative and messaging align with campaign objectives and the wider brand strategy.
• Support on SEO activity where relevant, working with our specialist partner.

3. Customer Data, Insights & Clienteling

• Work closely with the Clienteling team to provide customer insights, reporting and data support that help inform personalised outreach, strengthen customer relationships and drive sales.
• Bring together customer data across digital and offline channels to build a more complete, single view of the customer, connecting online behaviour, purchase history, engagement and clienteling activity wherever data is available.
• Identify opportunities to use this combined view to improve customer segmentation, personalisation, customer acquisition, retention and repeat purchase.
• Partner with the Clienteling, Ecommerce, Marketing and Retail teams to ensure customer insights are shared and translated into actionable opportunities across channels.
• Support a more joined-up approach to customer measurement, helping the business understand the relationship between digital marketing activity, clienteling engagement and overall customer value.
• Work with internal stakeholders and relevant technology partners to improve data quality, accessibility and reporting, ensuring customer data is used responsibly and in line with GDPR requirements.

4. Reporting & Performance Optimisation

• Produce regular reporting across CRM and paid marketing, providing clear insight into performance against targets.
• Combine CRM, paid marketing, ecommerce and customer data to provide a clearer view of overall marketing performance and customer behaviour.
• Analyse campaign results, customer behaviour and channel performance to identify opportunities and make recommendations.
• Use customer insights to understand which channels and activities are driving new customer growth, re…