Senior Marketing Manager - Performance Media & CRM

Job Title

Senior Marketing Manager - Performance Media & CRM

Location

Asda House

Employment Type

Full time

Contract Type

Permanent

Hours per Week

37.5

Salary

Competitive Salary plus benefits

Category

Digital Marketing / Digital Campaigns

Closing Date

17 April 2025

 

We're seeking a data driven, results orientated and customer obsessed Performance Media and CRM Senior Marketing Manager to lead and execute marketing campaigns for Asda online shopping, Asda campaigns and Rewards. 

The Senior Manager of Performance Marketing and CRM is responsible for driving growth through digital marketing with a strong focus on managing performance based campaigns and email / direct marketing, incentive based promotions, and Rewards activity.

You will lead the strategic development and execution of performance media and customer relationship management programs to drive customer acquisition, retention, and engagement. This position is both an SME and leadership role, responsible for leading team of ecommerce and CRM experts and managing external agencies, media owners and influencing internal senior stakeholders. The role is accountable for online media driven sales performance and will be required to regularly report results and insights within the business. 

This role requires a data-driven approach to enhance the customer journey, improve campaign ROI, and deliver personalised, omnichannel experiences. The right candidate will have proven experience of performance media (SEO, PPC, Display, Paid Social, Affiliates, Programmatic buying and Google shopping) along with proven track record of managing profitable customer lifecycle programs, customer loyalty programs and customer engagement.

This role manages digital marketing for Asda ecommerce / online and CRM for national campaigns and Rewards. Additionally, the role will play a pivotal part in mentoring the wider marketing team and fostering leadership skills to create a high-performing, collaborative environment.

"Let's find out about the role"

Digital Marketing Strategy

• Develop and oversee the implementation of a comprehensive performance media strategy aligned with Asda online business objectives and activities.
• Optimise digital channels, including paid search, affiliates, digital display, paid social and email marketing to maximise customer acquisition and engagement.  
• Utilise analytics to measure the effectiveness of campaigns and ensure continuous improvement.  
• Leverage Asda’s broader digital and data transformation to drive relevant comms through digital media channels
• Run rigorous testing & experimentation: develop and implement robust A/B testing strategy for CRM and performance media to continually improve performance
• Stay up to date with latest Industry Trends, Regulations and Best practices. Proactively recommend new tactics and tools to improve performance and customer experience.
• Prepare and adapt for the future of Asda’s digital marketing, leveraging AI and automation to improve marketing performance

Customer Relationship Management (CRM)  

• Analyse customer segments / cohorts to develop targeted marketing strategies that drive customer acquisition, retention and growth.
• Lead CRM strategy to build personalised marketing programs that enhance customer lifetime value and loyalty.  
• Oversee segmentation, targeting, and automation strategies to deliver relevant and timely communications.  
• Implement data-driven initiatives to improve customer retention, cross-sell opportunities, and reduce churn.

Team Leadership and Development 

• Build and mentor a high-performing team of digital marketing and CRM professionals, fostering innovation and collaboration as well as commercial acumen.  
• Set clear objectives, provide regular feedback, and identify growth opportunities for team members.
• Promote leadership development across the team through coaching and by delegating responsibility where appropriate and encouraging initiative.  

Stakeholder Collaboration 

• Collaborate with cross-functional teams, including Asda ecommerce team, Finance, Commercial, Legal, Data & Insights, Asda and George brand teams, to ensure alignment of marketing initiatives.  
• Manage relationships with external agencies, vendors, and partners to ensure the successful delivery of campaigns in a timely manner.  

Budget and Performance Management

• Oversee the digital marketing and CRM budgets, ensuring cost-effectiveness and ROI on all activities.  
• Set and monitor KPIs, generating regular reports and actionable insights to inform decision-making.
• Communicate results to key stakeholders across the wider business

"Let's find out about you"  

• Expertise in Google Analytics 4 (GA4), Web Analytics Tools, Marketing Mix Modeling (MMM), Attribution Tools, Affiliate Marketing, Paid Social, Retail Media Platforms, and MarTech Platforms.
• Extensive Digital Marketing Experience: Experience in consumer-facing roles, with a preference for digital marketing, CRM and managing paid media budgets. Ideally with prior experience in ecommerce / retail, mobile communications, travel, financial services.
• Proven Success in Digital Marketing Activations: Across various channels and the media funnel.
• Strategic Thinking: Ability to set long-term goals and identify key initiatives to drive growth.  
• Analytical Skills: Proficient in interpreting complex data to make informed decisions.  
• Communication: Exceptional written and verbal skills to influence stakeholders and inspire teams.  
• Customer-Centric Approach: Deep understanding of customer needs and behaviours to drive engagement.  
• Leadership: Strong ability to build, develop, and motivate high-performing teams.  
• Adaptability: Thrives in a dynamic, fast-paced environment with the ability to pivot when needed.  
• Collaborative Skills: Ability to work effectively in cross-functional teams.

#LI-GS1

Everything you'll love

To ensure we balance moments where we know we need to collaborate together and the need for flexibility, Asda has a hybrid way of working with a minimum 3 days a week in one of our Home Offices.  Over and above this, each area of Asda may have additional requirements which may require spending more days in the office, visiting suppliers, stores or depots.

You will also get an excellent benefits package including:

• Discretionary company bonus
• Company pension up 1.5 times colleagues' contribution (Max 15%)
• Company Car allowance of £8000
• 15% colleague discount in store and online
• Free access to wellbeing services such as Wagestream
• 24/7 virtual GP, counselling, health and dental cash plans and a 24/7 employee assistance helpline, alongside discounts across a range of services and activities, from airport parking, enhanced  to theme parks and cinemas
• Asda Allies Inclusion Networks – helping colleagues to make sure everybody is included and that our differences are recognised and celebrated
• Excellent parental leave policies, including maternity & adoption leave, paternity leave, shared parental leave, neonatal care leave, and support for those doing fertility treatments.

We want all colleagues to be able to bring their best and true selves to work, every day. Simply put, we want our colleagues to be Proud to be Asda and proud to be themselves