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Job Title:               CRM Data Lead
                    £50,000 to £55,000
Location:               West London
Benefits:                10% bonus, pension to 15% (total cont.), flexible working, gym, 25 days leave

If you’re after a role within CRM and data which has more of a transformational bias, you’ve found it. One which will take a firm from a ‘one size fits all’ CRM approach, to one which enables them to deliver sophisticated, targeted, relevant and personalised communications based more on customer intelligence and understanding, than just transactional history and life-stage.

The Company and Team

This is a multi-brand retailer with several high-profile consumer facing technology brands. It’s more than likely you’ve shopped with them before, both on and offline.

Their CRM division has undergone a significant transformation over the last year, as the business looks to adapt its customer strategy. Becoming more customer centric in their approach and moving away from a discount selling mentality.

They’ve already realised some quick wins with small technology changes. Introducing some new MarTech which has allowed them to improve personalisation.

What you’ll be helping resolve here represents one of their bigger and more complex initiatives. Transforming an Enterprise data estate into something that’s more commercially useful within their CRM programme. Enabling it to be used more intelligently to drive decisioning, segmentations and personalisation.

You will be joining the CRM operations division. It’s a team of around 16, with additional support provided by two big consultancies. The division is made up of CRM campaign specialists, analysts and data strategists.

The Role

The business has an established SCV data estate that’s absolutely huge. But it’s currently optimised for analytics and modelling, not for CRM. Currently, for example, just pulling transactional data campaign decisioning could cause their CRM tool it to fall over, as it’s tens of billions of rows of data. Far too complex for Adobe to handle effectively.

This is where you come in. Working between the CRM team and technical/analytics teams to help define needs and have them build a marketing data layer which will power their CRM decisioning and personalisation.

Your remit will be to:

  • Understand the CRM team’s needs from data, current challenge and limitations. Gathering requirements, translating into use cases. Prioritising these into a technical roadmap of delivery for the IT function to deliver against.
  • Project manage delivery, whilst also engaging with the Head of CRM and their respective team to keep them abreast of what new capabilities are coming online for use in their CRM programmes, and when, so they leverage these when they become usable
  • Enable the CRM team to do new things by unlocking their ability to use the data effectively. Improving speed, accuracy and effectiveness of the Adobe Campaign solution, enhancing its ability to deliver ever more sophisticated customer journeys, personalisation, targeting strategies, etc.
  • UAT solutions, using SQL to pull apart what the developers have built. Digging into ETL and Enterprise data layers, ensuring what’s built in the back end delivers what’s needed and connects to the Adobe solution.


It’s important to highlight this isn’t a role just transforming back end data and its use in CRM, but needs someone who’s had experience of CRM tools. The ability to understand and can connect the change needs with how they affect the front-end CRM capability for the business and its customers too.



  • Strong SQL coding skills – able to use it to interrogate and test campaign data solutions
  • You’ve worked with a CRM tool like Adobe Campaign, Unica, Salesforce, Pega or similar
  • Evidenced ability to work between technical and non-technical teams. Gathering and briefing requirements as well as project managing delivery
  • Have worked with CRM data, using it to enhancements and improve CRM or marketing solutions – i.e. improved efficiency, targeting, enhanced customer journeys, etc.
  • Comfortable working with large, complex and disparate data environments


You can share your Linkedin profile or email a CV across.

Or, for more information please contact me on:

Colin Doree
Managing Consultant
Blue Pelican
01892 507100

To learn more about this role, please apply or contact Colin directly on

How to apply

If this position is of interest please send us your CV here, or you can call Colin Doree direct on to discuss this and other vacancies that may suit.

Colin Doree