Digital Growth & CRM Manager

ROLE OVERVIEW

The Digital Growth & CRM Manager is responsible for driving customer acquisition, conversion, engagement and retention across digital and CRM channels. The role owns the customer-facing growth journey across website, app, email, push, in-app messaging, membership and lifecycle communications, ensuring activity supports app growth, repeat charging, membership adoption and measurable commercial outcomes.

MAIN RESPONSIBILITIES

Digital Growth and Acquisition:

• Develop and deliver digital growth plans that increase high-intent traffic, app registrations, customer acquisition and charging conversion.
• Own digital channel performance across SEO, paid media coordination, landing pages, website conversion and app entry points.
• Work with brand, content and campaign teams to ensure digital journeys are clear, compelling and commercially effective.
• Manage location-based services and search listings to ensure GRIDSERVE locations remain accurate, visible and highly ranked across key customer discovery platforms.
• Optimise key customer journeys across website, app and campaign landing pages to reduce friction and improve conversion.
• Use performance data to prioritise improvements, test activity and maximise marketing ROI.

CRM and Lifecycle Marketing:

• Own CRM strategy and campaign delivery across email, push notifications and in-app messaging.
• Design and optimise lifecycle journeys that support awareness, app activation, membership conversion, repeat charging and retention.
• Develop customer segmentation, targeting and personalisation approaches in partnership with the Marketing Technology and Customer Intelligence Manager.
• Plan and deliver regular marketing communications including product launches, price and promotional activity, campaigns, events and customer engagement activity.
• Maintain CRM templates, messaging standards and campaign quality across relevant customer-facing channels.

Membership, Fleet and Partnerships:

• Support GRIDSERVE Plus growth through targeted acquisition, onboarding, engagement and churn reduction journeys.
• Develop customer journeys for fleet, roaming, OEM, dealer and partnership activity where marketing support is required.
• Work with Commercial and Business Development teams to translate customer opportunities into effective digital and CRM journeys.
• Support inbound and outbound partnership campaigns with clear customer messaging, journey design and performance measurement.
• Identify opportunities to improve customer ownership, opt-in, app registration and repeat engagement.

Performance and Collaboration:

• Track and report digital and CRM performance, including channel effectiveness, engagement, conversion and retention outcomes.
• Run test-and-learn activity across propositions, offers, messaging, targeting and customer journeys.
• Collaborate closely with Brand, Content, PR, CX, Commercial, Technology and Data teams to deliver joined-up customer activity.
• Brief creative, content and technical requirements clearly and ensure campaigns are delivered to agreed quality and timeline standards.
• Champion company policies, procedures and business ethics codes, including environmental and quality management standards where applicable.

PERSON SPECIFICATION

Required Experience

• Experience in a digital growth, CRM, lifecycle marketing, performance marketing or ecommerce role.
• Proven experience growing customer acquisition, engagement, conversion or retention through digital and CRM channels.
• Experience managing email, push, in-app, website and/or app-based customer journeys.
• Good understanding of SEO, digital analytics, paid media principles, landing page optimisation and conversion rate optimisation.
• Experience using CRM or marketing automation platforms such as Iterable, HubSpot, Braze, Salesforce Marketing Cloud, Klaviyo or similar.

Required Skills and Abilities

• Strong customer journey thinking across reach, activation, conversion and engagement.
• Commercially minded, with the ability to link marketing activity to customer growth, membership, usage and revenue outcomes.
• Strong copy, campaign planning and briefing skills, with attention to brand, channel and customer context.
• Comfortable interpreting performance data and using insight to optimise activity.
• Excellent stakeholder management and collaboration skills across Marketing, CX, Commercial, Technology and Data teams.
• Ability to manage multiple campaigns, priorities and deadlines in a fast-paced environment.
• Proficient user of Microsoft Office, including Word, Outlook, Excel and PowerPoint.

Required Qualifications and Certifications

• Degree in Marketing, Business, Communications or a related field, or equivalent practical experience.
• Relevant certifications in Google Analytics, Google Ads, HubSpot, CRM platforms, SEO or performance marketing are desirable.
• Professional marketing certifications such as CIM are desirable.