Group CRM Manager –12-month FTC
About us
At Halfords, our mission is to inspire and support a lifetime of motoring and cycling. As a specialist retailer, we lead the market through customer-driven innovation and a distinct product range. We are dedicated to providing our customers with an integrated, unique, and convenient service experience—from e-bike and electric vehicle servicing to on-demand solutions. Our commitment is to foster customer loyalty by offering compelling reasons to keep coming back to our stores and garages, ensuring a lifetime of motoring and cycling enjoyment.
The teams at our Redditch Support Centre work with every other area of our business, putting them at the heart of the action and playing a key role in our success and growth. Everyone brings their individual knowledge and experience to work every day, working as one team to keep things moving smoothly.
If you’re willing to get stuck in, you’ll love it here too. So put yourself at the heart of a dynamic, fast-paced working environment where expertise and focus take people far.
About the role
We have a fantastic opportunity within the Group CRM team, for a Senior CRM Manager (12 FTC Maternity Cover), to manage all the CRM activity supporting the marketing plan, including key strategic messages, promotions, seasonal events, and new ranges for our Halfords Motoring Club members and non-members.
Working closely with the wider CRM team, Digital, Loyalty, Category Trading and the Marketing Teams you will manage a first-class CRM programme which communicates key messages to the right audience at the right time using the most relevant channel.
Key responsibilities
Own and deliver the CRM communication strategy and calendar for Halfords Motoring Club members and non-members, balancing promotional intensity with long-term customer value, fatigue and frequency.
Drive incremental revenue and margin through targeted, customer-led CRM promotions with clear ROI accountability, supported by disciplined budget management and efficiency optimisation.
Lead segmentation, targeting and personalisation strategy across customer need, lifecycle and channel preference, identifying opportunities to activate across the CRM programme and in social and PPC.
Oversee multi-channel CRM execution across email, SMS and direct mail, ensuring consistent, compliant and high-impact delivery, including approval of all BAU communications.
Establish and embed a test-and-learn framework to continuously optimise offer depth, timing, messaging, creative and channel mix, informed by competitor and best-in-class reviews.
Own CRM BAU performance reporting and insight, translating data into clear, commercially actionable recommendations for senior stakeholders and cross-functional teams.
Act as the primary CRM partner to Trading, Merchandising, Ecommerce and Retail/Garages, supporting wider CRM initiatives as required.
Lead, develop and govern the CRM BAU function, managing a team of 6 and external partners, owning creative strategy, ensuring accessibility, compliance, best practice and CRM system expertise.
About you
Proven experience in a similar CRM role, ideally within retail or services, with a track record of delivering customer-led marketing programmes.
Strong hands-on expertise with Email Service Providers, such as Marigold (Cheetah Digital) and Salesforce Marketing Cloud, including audience selection and campaign execution.
Broad multi-channel CRM experience, spanning email automation, SMS, direct mail, web personalisation and wider digital marketing.
Highly analytical and data-driven, with excellent numeracy, high attention to detail and confidence defining, selecting and validating customer audiences.
Passionate about the customer, constantly curious and focused on delivering the right message, at the right time, with the right content.
Confident communicator with strong copywriting skills, able to influence stakeholders and collaborate effectively across teams and seniority levels.
Highly organised and adaptable, comfortable managing multiple projects at pace in a fast-moving, changeable environment.
Positive, collaborative leader and team player, with experience developing teams, building training programmes and maintaining a can-do, results-focused mindset.
Reward & benefits
A fair and competitive salary evaluated against market data, annual discretionary bonus scheme, pension, life assurance, 25 days annual leave plus bank holidays and enhanced family leave.
Commitment and dedication to your ongoing personal and professional development. We help you to own and grow your potential so you can be at your best in your current role and to support your future career aspirations.
We offer hybrid working in our Support Centre, you will be based at our Support Centre 3 days a week with an optional 2 days working from home.
You will have access to a wealth of employee discounts across the Halfords suite of products and services.
Wellbeing and inclusion are at the heart of our colleague experience. We offer resources and ongoing support to enhance your wellbeing at work and active Colleague Networks supporting inclusion initiatives across Halfords.
Not sure you meet all the criteria? We'd encourage you to take the wheel and apply anyway! At Halfords we are committed to creating an inclusive workplace for our colleagues. We're an equal opportunities employer and proud to welcome applications from all backgrounds and embrace diversity within our one Halfords Family.
At Halfords, we operate a hybrid working policy with 3 days on site at our Support Centre in Redditch, Worcestershire.
