Hybrid CRM Specialist

at DC Thomson

• Job title: CRM Specialist
• Job type: Full Time
• Experience level: Mid level, Senior
• Salary: Not specified
• Degree requirement: No Education Requirement
• Location requirements: Hybrid, London, United Kingdom

About the role

• CRM Specialist responsible for key CRM journeys and strategic marketing campaigns at DC Thomson. Engaging customers through data-led initiatives to enhance retention and monetisation strategies.

Responsibilities

• Working closely with the Head of CRM / CRM Manager, take ownership of campaign and journey management from planning content, creating and maintaining data selections and segments, through to testing, deployment and post-campaign analysis.
• Own the end-to-end delivery and optimisation of designated CRM journeys (such as onboarding, winback etc) and campaigns to grow digital subscription (monetisation strategies) across DCT brands.
• Ownership of testing and optimisation plans, designing and running A/B tests, sharing results and insights, and using learnings to improve future campaigns and journey performance.
• Lead the delivery of new CRM initiatives within designated workstreams, including email, push and on-site messaging, while contributing ideas and recommendations to the wider CRM roadmap.
• Work with Product teams to identify opportunities to use data, automation, triggers and personalisation to improve existing customer journeys and create new CRM communications that increase engagement, retention and revenue.
• Lead with personalisation, using advanced segmentation, dynamic content and journey logic to deliver relevant and sophisticated customer experiences.
• Work closely with the Data Science & Insights team to set up experiments, monitor KPIs, analyse performance, identify opportunities for improvement, and recommend actions to improve engagement, retention and revenue.
• Present campaign and journey performance, insights and recommendations to the wider business and relevant stakeholders.
• QA campaigns and journeys created by others in the team, helping to maintain high standards of accuracy, customer experience and best practice.
• Help define and embed CRM best practice across planning, targeting, testing, reporting and deployment.
• Work cross-functionally with Product, Data Science, Marketing, Design and Customer Support to improve customer journeys and support key business initiatives.

Requirements

• Proven track record in CRM execution, with expertise in email marketing, automation, and customer lifecycle management using tools like Iterable, Braze, HubSpot, or similar.
• Strong knowledge of segmentation, automation and dynamic content personalisation, with experience of managing complex customer journeys.
• Intermediate HTML skills preferred.
• Commercially minded with strong campaign performance and reporting skills – comfortable monitoring KPIs, spotting trends, translating performance into insight, and making clear recommendations to improve results.
• Knowledge of key email fundamentals (spam compliance, deliverability, bounces etc).
• Strong experience in A/B testing, including test design, execution, analysis and application of learnings across campaigns and customer journeys.
• Creative mindset with an exceptional eye for detail and quality.
• Able to prioritise multiple tasks and work to tight deadlines whilst remaining calm under pressure.
• Motivated, strategic thinker with a proactive approach to identifying opportunities, optimising campaigns, and driving CRM innovation.
• Demonstrates flexibility and adapts to changing priorities across multiple brands.
• Able to build good relationships and work cross functionally, with excellent communication skills.
• Experience with reporting tools (Looker) useful but not essential.
• **Core Skills:** Customer Experience Evaluation, Marketing, Data Analytics, A/B Testing, Measurement, Automation