This role owns CRM performance as a revenue engine - using Salesforce (and future systems where appropriate) to deliver segmentation, lifecycle engagement, pipeline acceleration, and measurable commercial impact.
While Salesforce is the current platform, the business expects this role to continuously evaluate and evolve the CRM ecosystem - leveraging advances in AI, automation, and customer intelligence tools to improve performance and scalability.
This is not a system administration role, this is a revenue ownership role.
This vacancy can be based in either our London office in Shoreditch or our headquarters in Stamford, Lincolnshire.
Core Accountability:
The Head of CRM will hold direct responsibility for:
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Retention revenue performance
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Repeat revenue growth
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Upsell and cross-sell conversion
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Customer lifetime value improvement
A defined revenue target will sit within this role, aligned to commercial objectives.
Responsibilities Include:
1. CRM Revenue Strategy & Growth
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Develop and execute a CRM strategy focused on measurable revenue growth.
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Drive retention, upsell, and cross-sell initiatives across the full customer lifecycle.
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Identify commercial opportunities within the existing customer base through segmentation and behavioural analysis.
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Partner with Sales Leadership to improve pipeline velocity and conversion performance.
Success Measures:
- Achievement of defined retention and repeat revenue targets.
- Growth in customer lifetime value.
- Increased conversion from targeted CRM initiatives.
2. Customer Segmentation, Data & Personalisation
- Use customer data to build intelligent segmentation frameworks.
- Design personalised, multi-channel engagement journeys aligned to lifecycle stage.
- Implement structured testing and optimisation to improve ROI.
- Use predictive and AI-driven insights where possible to enhance targeting and performance.
Success Measures:
- Improved engagement and campaign conversion rates.
- Reduced churn.
- Clear ROI tracking of CRM-led activity.
3. CRM Platform Ownership & Evolution
- Own Salesforce as the current core CRM platform.
- Ensure high data integrity, structured opportunity management, and disciplined usage.
- Continuously assess system capability, scalability, and integration opportunities.
- Champion the adoption of AI, automation, and emerging technologies that enhance commercial performance.
- Lead evaluation of alternative or complementary systems where strategically beneficial.
Success Measures:
- High data accuracy and adoption across both offices.
- Automation reducing manual effort and increasing efficiency.
- Clear roadmap for CRM and AI development.
4. Cross-Functional Commercial Alignment
- Partner closely with Sales, Marketing, and Service teams to execute CRM-driven growth initiatives.
- Ensure campaigns translate into measurable revenue outcomes, not just engagement metrics.
- Align CRM reporting with Finance and Commercial Leadership to support forecasting and planning.
- Drive behavioural accountability around CRM discipline and customer data ownership.
Success Measures:
- Strong cross-team collaboration.
- Improved forecast visibility linked to CRM insights.
- Clear reporting on CRM-attributed revenue.
The Candidate:
- Proven experience owning CRM strategy within a revenue-driven organisation.
- Demonstrable success delivering retention and lifetime value growth.
- Strong commercial acumen with experience holding or influencing revenue targets.
- Deep understanding of Salesforce and CRM architecture.
- Forward-thinking mindset with openness to AI-driven tools and emerging technologies.
- Ability to influence senior stakeholders and drive performance culture.
Reporting Line:
Reporting into Commercial / Sales Leadership (or COO, depending on structure), with direct accountability for defined revenue targets.
Why Charles & Dean?
- Private Healthcare through Vitality
- Access to Spill Mental Health Support
- Access to Octopus Money Financial Advice
- Enhanced Sick Pay
- Cycle to Work Scheme
- Company Pension
- Referral Programme
- Company Events
- Free Parking
- 22 days Annual Leave, plus Birthday Day Off and 1 x Wellness Day per Quarter
This vacancy applies to either our office in Shoreditch, London or our headquarters in Stamford, Lincolnshire.
As we are regulated by the Financial Conduct Authority, you must be comfortable in ensuring you are compliant with all company and regulatory policies and procedures. You must maintain accurate customer records to support our ongoing CRM strategy.