Supports global adoption, optimization, and daily operation of the CDP/CRM platform. The role assists markets with segmentation, campaign setup, audience activation, consumer journeys, training, reporting, and platform enhancements. It analyzes adoption and campaign performance, develops dashboards and insights, translates business needs into CRM solutions, and coordinates with marketing, digital, technology teams, vendors, and implementation partners to improve personalized consumer engagement.
Andover
Great People Work Here
Great People Work Here
Are you searching for a career with bags of variety, in an environment that celebrates differences and empowers collaboration, which values people and will encourage you to make an impact? Do you want the freedom to explore, and the opportunities to find new ways and to innovate? If so, TwiningsOvo delivers.
We’re looking for people who don’t just come here to get the job done, but who have a real passion for the brand and a desire to do the best job they can. In return, we offer an inspiring package of employee benefits - to show just how much we value you. This role will offer you the scope for growth and the tools to aim high.
The Global CRM & Data Manager will support the adoption, optimisation and day-to-day operation of the CDP/CRM platform across global markets. Working closely with local teams, technical partners and the Global Product Owner, this role helps ensure markets are able to effectively leverage consumer data to deliver targeted consumer experiences and maximise platform value.
The Global CRM & Data Manager will support the adoption, optimisation and day-to-day operation of the CDP/CRM platform across global markets. Working closely with local teams, technical partners and the Global Product Owner, this role helps ensure markets are able to effectively leverage consumer data to deliver targeted consumer experiences and maximise platform value.
The role focuses on driving platform utilisation, supporting implementation and activation initiatives, sharing best practices, and monitoring performance to help markets unlock the full potential of consumer data and CRM capabilities.
Key Responsibilities
Platform Adoption & Enablement
- Support local markets in the effective use of the CDP/CRM platform.
- Provide guidance on platform capabilities, features and best practices.
- Assist markets in developing data-driven consumer journeys and campaigns.
- Promote consistent ways of working and encourage adoption of agreed standards and processes.
Market Support
- Act as a key point of contact for local market teams on CRM and consumer data-related queries.
- Support markets with consumer segmentation, campaign setup and audience activation.
- Assist in translating business requirements into platform solutions.
- Share successful use cases and lessons learned across markets.
Training & Capability Building
- Deliver training sessions and onboarding programmes for new users.
- Develop and maintain user guides, toolkits and training resources.
- Support capability building across marketing and digital teams.
- Encourage knowledge sharing and continuous learning across the CRM community.
Platform Optimisation
- Identify opportunities to improve platform utilisation and campaign effectiveness.
- Monitor platform performance and adoption metrics.
- Support testing and rollout of new features and enhancements.
- Gather feedback from markets and communicate improvement opportunities to the Global Product Owner and platform partners.
Data & Consumer Experience Activation
- Support the creation of audiences, segments and automated consumer journeys.
- Work with local teams to improve data capture and profile enrichment activities.
- Assist in the delivery of personalised consumer experiences across digital touchpoints.
- Help ensure consumer data is leveraged effectively to improve engagement and campaign performance.
Reporting & Insights
- Produce regular reports on platform adoption, user engagement and campaign performance.
- Analyse CRM performance trends and identify opportunities for optimisation.
- Support the development of dashboards and KPI reporting.
- Provide insights and recommendations to improve effectiveness and ROI.
Stakeholder Management
- Build effective relationships with local marketing, digital and technology teams.
- Collaborate with external vendors and implementation partners as required.
- Support governance processes and ensure alignment with agreed platform standards.
Skills, Knowledge and Expertise
Essential
- Experience working with CRM, CDP or marketing automation platforms.
- Strong understanding of consumer data, audience segmentation and customer lifecycle marketing.
- Experience supporting digital marketing campaigns and consumer engagement programmes.
- Strong stakeholder management and communication skills.
- Ability to translate business needs into practical CRM solutions.
- Experience delivering training and supporting user adoption.
- Analytical mindset with the ability to interpret performance data and generate actionable insights.
- Strong organisation and project coordination skills.
- Experience working within a global or multi-market organisation.
Desirable
- Experience with Salesforce Marketing Cloud, Bloomreach, Adobe, Braze or similar CRM/CDP platforms.
- Knowledge of consumer journey design and personalisation.
- Understanding of data privacy and consent management principles.
- Basic SQL knowledge.
Benefits
- Yearly bonus based on personal contribution and financial performance
- Flexible working options
- 25 days holiday plus 8 bank holidays and the option to buy and sell holidays
- Onsite Gym and Wellbeing Centre
- Perkbox – employee discount scheme with discounts online, in high street stores, cinema, holidays, restaurants and many more
- Pension scheme with your contributions matched for up to 10% of your salary
- Cycle to work scheme
- SimplyHealth Cash plan
- Onsite Staff shop and online staff discounts
- Bupa Private Medical Insurance
- Competitive Car Allowance
- Electric Car Scheme
- Access to LinkedIn Learning
- Access to ABF Networking, connect, collaborate, and grow across the ABF Group.
About
Twinings has become one of the world’s most renowned tea companies over its 300-year history because we never stop learning, never stop experimenting and never stop inventing. We take pride in our tea from bud to cup and have been working with some of our tea estates around the world since the early 18th Century. More than 300 years later, the love of tea is still here - and so are we! We still sell tea from Thomas’s shop, and we still work hard to bring the most innovative new blends to tea lovers around the world. Now, we have over 500 varieties and our teas are cherished all over the world. Our expert master blenders taste more than 3,000 cups of tea every week. So you can be sure the next cup you taste will be every bit as good as the one yesterday or the day before. Our approach to Diversity, Equity & InclusionAt TwiningsOvo, we believe in the power of diversity to drive innovation and meaningful work. We are committed to building a workplace where people from all backgrounds, identities, and experiences feel safe, valued, have a sense of belonging and are empowered to thrive. Inclusion is more than a goal, it’s how we work together every day. As an equal opportunity employer, we prohibit any unlawful discrimination against an applicant on the basis of their ethnicity, colour, religion, sex, gender, gender identity, gender expression, sexual orientation, national origin, family or parental status, disability, neurodiversity, age, socioeconomic background or any other status protected by law and are committed to promoting diversity across our workplace.Applicants may be entitled to reasonable adjustments under the terms of the Equality Act. A reasonable adjustment is a change in the way things are typically done which will ensure an equal employment opportunity. Please inform our Talent Acquisition or HR Shared Services team if you need any assistance completing your application or to otherwise participate in the application process.
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