Dr. Martens is a globally recognisable and culturally influential British brand, with over 60 years of rich heritage. As brand custodians, we are lucky to work for a dynamic, thriving, and ethical business, with people from diverse backgrounds, who bring their true selves to work, and where anyone can grow their career.

We are guided by three core values that are at the heart of everything we do: be yourself, act courageously, and show you care. They make us who we are and inspire us to push boundaries, embrace our individuality, and stand up for what's right.

THE GIG

This role is responsible for all aspects of strategy, planning and execution of our email marketing programs for the EMEA region and is a key stakeholder within our CDP team.

The person will oversee all CRM efforts and provide support for our loyalty and user retention strategy, taking business plans and translating them into all respective channels.

The Senior CRM Manager is central within the digital team but also instrumental within the organisation.

• Lead the EMEA CRM team, working closely with the Digital Team, Marketing, Product, and Retail functions to oversee the planning, briefing, and execution of all email and SMS campaigns, with an omnichannel approach.
• Own the strategic development and execution of the customer lifecycle journey, collaborating with the Digital Director, channel leads as well as aligning with Global, US and APAC counterparts.
• You will drive the channel strategy and provide input to inform annual, quarterly, and monthly forecasting of sessions driven to site, demand generation, and database growth.
• Own the process for ensuring CRM best practices and scalable ways of working are put in place and under constant review to improve team efficiencies.
• You will proactively identify and define opportunities for growth to drive product adoption, engagement, retention as well as cross- and up-sell behaviour using data and customer insights, commercial awareness and competitor analysis, and conduct regular incrementality testing to maximize user engagement and LTV.
• Plan and manage the delivery for CRM campaigns across email and SMS across different countries across the EMEA region.
• You will coordinate campaign creation processes and act as the central point of contact for internal and external stakeholders, ensuring alignment on data, profiles, and objectives.
• Monitor and optimise campaign performance through A/B testing, incrementality testing, and regular reporting, providing actionable insights to drive database growth, customer lifetime value, and commercial outcomes.
• Lead reporting to track channel performance and consumer insights/LTV to facilitate continued optimization of our digital marketing programs.
• Provide leadership and mentorship to the CRM team, fostering professional growth and delivering expertise in lifecycle and CRM program execution.

THE STUFF THAT SETS YOU APART

• Proven experience leading lifecycle management in an omni-channel environment
• Experience leading CRM and ESP strategies for email/SMS programs (Klaviyo experience a plus)
• Ability to optimise CRM systems for scalability, including restructuring workflows, introducing dynamic templates, and ensuring operational efficiency
• Strong leadership skills, with experience managing, mentoring, and growing team members, and demonstrated ability to work cross-functionally across departments
• Expertise in identifying target audiences, developing engaging digital campaigns, and optimizing user funnels through A/B and incrementality testing
• Deep analytical capabilities, with a track record of collecting, analysing, and deriving actionable insights from customer and business data to drive performance
• Proficiency in website analytics tools (e.g., Google Analytics)
• Data-driven mindset with strong analytical skills and the ability to translate insights into impactful strategies
• Excellent written and verbal communication skills in English; proficiency in an additional European language is a plus

WHAT’S IN IT FOR YOU?

• Hybrid working (3 days in office)
• Welcome to the family free pair of Docs
• 65% off all Docs
• Award-winning ‘Buy As You Earn’ Dr.Martens share plan
• Private healthcare
• A dedicated culture team
• 2 paid volunteer days per year

Are you ready to fill your boots? Apply now.

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