CRM Executive

Overview

As Senior CRM Executive you will lead CRM strategy and campaigns across Europe for Sports Direct, shaping customer communications and boosting engagement. You’ll collaborate with marketing and cross-functional teams to deliver omnichannel journeys and personalized content. You’ll own the EU email calendar, manage a CRM assistant, and turn data into actionable insights to drive retention and loyalty.

This role blends strategic oversight with hands-on execution in a fast-moving retail environment, using emerging tech to stay ahead. You’ll play a pivotal part in elevating our customer relationships across multiple markets.

• Frasers Champion
• Retail Reconnect
• Fearless 1200
• Frasers Fit
• Retail Trust

• Design and deliver CRM campaigns across multiple European markets in collaboration with marketing and cross-functional teams
• Own the email marketing calendar for all EU markets, aligning with trading trends and seasonal priorities
• Line manage and develop a CRM Assistant with strategic guidance
• Orchestrate omni-channel customer journeys for a seamless cross-touchpoint experience
• Build and maintain audience segmentation strategies tailored to each European market
• Collaborate with content teams to create compelling email and cross-channel communications for European audiences
• Implement and optimize automated CRM workflows delivering timely, personalized touchpoints
• Track and analyze campaign performance (open rates, CTR, conversions, retention) and translate data into insights
• Stay updated on CRM trends and regulatory requirements (GDPR/PECR) across Europe
• Collaborate with external partners to strengthen CRM strategy and execution in Europe
• Maintain knowledge of GDPR, PECR and evolving regulatory requirements
• Drive audience activation and segmentation; shape data collection practices
• Oversee email deliverability and maximize use of the CRM tech stack
• Lead end-to-end journey orchestration and define CRM value measurement
• Optimize automated behavioral and lifecycle workflows across EU markets

• Passion for CRM and understanding of consumer landscapes
• Proficiency in CRM software and email marketing platforms; familiarity with Emarsys and Klaviyo is a plus
• Strong analytical skills to derive insights from CRM data
• Effective communication of CRM strategies to technical and non-technical stakeholders
• Experience in developing and executing CRM campaigns with segmentation and performance analysis
• Familiarity with European consumer preferences and communication trends
• Proven track record of enhancing customer engagement, retention, and loyalty through CRM initiatives
• Fluent in English; proficiency in other European languages is advantageous

• Effective communication
• Analytical mindset
• Cross-functional collaboration
• CRM software proficiency
• Email marketing platforms and automation
• Experience with Emarsys and Klaviyo (preferred)