CRM & Lifecycle Manager

Customer Relationship & Lifecycle Manager

Reports To: Head of Marketing

Direct Reports: CRM/Email Executive, Direct Marketing Manager

Salary: Up to £60,000 DOE

Location: Hybrid (Support Office & Remote, 2 Days on Site)

About the role:

We are looking for a CRM & Lifecycle Manager to turn our patient database into booked eye examinations and Ultimate Hearing Tests (UHTs), through recall, retention and reactivation activity across email, SMS and direct mail.

You will own every communication to patients and prospects once we hold their details, and be accountable for what that database produces — across both Leightons, our owned optician and hearing care branch estate, and The Hearing Care Partnership, which operates across around 400 optician partner practices in the UK.

Our existing patients are the most valuable audience we have, and the cheapest to reach. This role exists to make the database productive rather than merely contacted, and to ensure patients hear from us at the right moment, with a reason to book.

Working in close partnership with the Marketing Technology Lead and the Performance Marketing Manager, you will ensure the data, platform and journeys behind lifecycle activity are tightly aligned with acquisition.

Main duties and responsibilities:

Database productivity

● Own bookings and gross profit generated per contactable patient record, for both Leightons and THCP

● Drive both upward while protecting consent rates and patient trust

Lifecycle strategy

● Own the contact strategy and plan across welcome, recall, reminder, post-appointment, upgrade and reactivation

● Set contact rules and frequency caps so that patients receive relevant, well-timed communication

Journeys and campaigns

● Design, build and maintain automated journeys in the CRM platform, including eye examination recall and hearing aid upgrade programmes

● Plan and deliver campaign sends across email, SMS and direct mail, from brief to post-campaign analysis

● Deliver lifecycle communication for THCP patients within the terms of each partner agreement

Segmentation and data

● Own audience selection and segmentation using patient, appointment and purchase data

● Improve contactability, deliverability and data quality

● Brief data and integration requirements into the Marketing Technology Lead’s backlog

Consent and compliance

● Ensure every send complies with UK GDPR and PECR, with particular care for health data and marketing consent

● Manage suppressions, opt-outs and preferences accurately across all channels

Demand routing

● Time and target recall and reactivation activity by branch and by diary capacity, in conjunction with Operations

● Hold back activity where diaries have no headroom, and push where they do

Testing and incrementality

● Run a structured test programme on audience, offer, timing and creative

● Use control groups to establish what lifecycle activity genuinely adds, rather than what the platform reports

Supplier and team management

● Line manage and develop the CRM/Email Executive

● Own the brief, the performance standard and the commercial relationship with the CRM platform, mailing houses and data suppliers

Reporting

● Define, monitor and report on performance against the measures below

● Deliver regular, insightful performance reporting to the senior management team, highlighting metrics, trends, risks and opportunities

General

● Undertake any other duties as reasonably required

Where AI fits

Lifecycle marketing used to be limited by how many versions a small team could write, build and check. AI removes most of that limit. The skill is now deciding who should hear what and when, and verifying that what was sent is accurate, compliant and caused the booking.

● Personalisation at scale. Generate copy and content variants by segment, life stage and brand, working within the AI creative standard set by the Brand & Content Manager.

● Segmentation and propensity. Use AI to find patterns in who books, who lapses and who is ready to upgrade, and to prioritise who is contacted.

● Build and QA. Use AI to speed up journey build, rendering checks, link checks and proofing, so that more of the week is spent on strategy and testing.

● Analysis and reporting. Use AI to interrogate campaign results and surface what to test next.

● Patient data stays protected. Identifiable patient data only goes into tools approved for it. Every patient-facing send has a named human sign-off.

● Healthy scepticism is part of the job. A patient who was due a recall would often have booked anyway. Platform-reported conversions are not incremental bookings, and this role is expected to prove the difference.

Diversity & Inclusion

We are committed to equal opportunities in employment and creating a workplace culture in which diversity and inclusion is valued and everyone is treated with dignity and respect. If you require any reasonable adjustments during the selection process, let us know!

Applicants that have been rejected in the past 12 months should not reapply for the same job role