CRM & Automation Manager

Canada Life UK looks after the retirement, investment and protection needs of individuals, families and companies. We help to build better futures for our customers, our intermediaries and our employees by operating as a modern, agile and welcoming organisation.

Part of our parent company Great-West Lifeco, Canada Life UK has operated in the United Kingdom since 1903. We have hundreds of respected and supported employees committed to doing the right thing for our customers and colleagues.

Canada Life UK is transforming to create a more customer-focused business by providing our customers with expertise on financial and tax planning, offering home finance and annuities propositions, and providing collective fund solutions to third party customers.

Job Purpose

The CRM and Automation Manager will be responsible for leading marketing automation for Canada Life UK to improve operational efficiencies and grow the bottom line, combining strategic, creative, and technical CRM skills to shape the future of CRM for Canada Life and drive the business forward. 

This involves the creation and day to day management and execution of the CRM and customer adviser / engagement strategy for Canada Life UK.  With demonstrable client-side CRM experience, and a good understanding of CRM marketing tech for automation and scalability, the role holder will use their strong business and commercial acumen to lead marketing automation across complex data and audience groups.

The role holder will define our CRM technical capability and provide expert advice to the wider team on improving campaign effectiveness through smarter data selections, trigger events and multi-contact, multi-channel opportunities. This includes building and managing varied and complex relationships to translate creative briefs into data and CRM activities.

This is a hands-on technical role at the start of an exciting expansion of our customer and adviser marketing function

Day to day the work will involve using data and analytics skills to develop campaign data and journey builds whilst helping to shape the future direction of CRM, including leading initially on the development of Pardot, alongside strategic input into the development of Salesforce and future automation opportunities.

Duties/Responsibilities

To build / deliver data selections and campaign flows to support marketing campaigns from across the marketing teams. Tools will be based around SalesForce and Pardot, channels will initially be email with the expectation of expanding these into targeted social, direct mail, SMS and programmatic digital media

To input and support the development of CRM and targeting capability (including analytics, modelling and measurement) within Canada life including data capture and data flows, air traffic control, increased personalisation, lead provision to sales teams and targeting analytics.

To devise and implement actions that will improve the effectiveness of customer and adviser communication strategies, demonstrating a culture of continuous improvement

To work closely with the Performance & Insight manager to ensure that all campaign activity is effectively and continuously tracked and to help to embed learnings within your own work and wider Marketing teams to continually seek to improve ROI.

Accountability

The main objective for the Automation Lead is to use automation skills to improve operational efficiencies and grow the bottom line, combing strategic, creative, and technical CRM skills to build awareness and drive the business forward.

The current contact strategies are very basic, largely being broadcast sends. The role holder will need the proactivity, aptitude and experience to identify ways of improving these contact strategies, influencing and upskilling the other teams to transform the existing campaign approach and build out this capability.

The role holder is accountable for translating creative briefs from the Marketing Communication teams to devise and agree data driven campaigning, unifying creative ideas and execution with their own data selection recommendations to achieve campaign objectives.

Personally accountable for the data selection, builds and targeting for all CRM campaigns, ensuring our data is governed and used in line with all current regulations and guidelines e.g. GDPR / PECR.

Accountable for understanding and accounting for any data quality gaps and working across the business to reduce these.

Significant involvement is expected in transformation programmes that will be improving data and CRM capability across customer and advisory segments. This may include involvement in requirements definition, testing, training and the transition into operational use

Desired Knowledge / Experience / Skills

Demonstrable experience in automation and email marketing, with a wider knowledge of working with other communication channels would be advantageous (e.g. direct mail, SMS, audience matching in social platforms, programmatic digital marketing etc)

Experience optimising landing pages and improving acquisition funnel conversion

Data focused/ analytical mind-set; management/ segmentation/ reporting and skilled in manipulating data and combining data from multiple sources

Excellent influencer, with strong verbal and written communication skills, with a high standard in reviewing and finalising customer facing communications

Accuracy and attention to detail

Good organisational and time-management skills and the ability to work well under pressure

Be able to work as an individual contributor well as part of a small team

Ideally your experience will cover both business and consumer segments

Qualifications

Desirable