Reports to - Chief Marketing Officer
Role Summary
Fulham Pier is building a new kind of riverside destination in London, bringing together food and drink, culture, entertainment, wellness, events, hospitality and community.
As our audiences grow, we want to build stronger, more valuable relationships with the people who visit us. The CRM Manager will play a central role in making that happen.
We have several distinct businesses under one roof that require strategic focus and actionable plans. Opportunity exists with each of these whilst also driving synchronicity between them:
- Riverside Market – Our food hall featuring independent and in-house food and drink offerings, games, entertainment, community sessions and an activation space with interactive art
- Fulham Pier Hotel – Our boutique 13 key hotel
- Sæl Spa – Our members spa and wellness centre
- Lighthouse Social – Our neighbourhood members club
- Orange Box – Our live entertainment and event venue
This is a commercial marketing role responsible for turning customer data and insight into targeted, timely and measurable activity that drives visitation, revenue, dwell time, retention and customer lifetime value.
You will own the customer lifecycle - from first interaction and visit through to repeat engagement, loyalty and win-back - using CRM to make the experience more relevant and personalised at every stage.
Working across Marketing, Commercial, Operations, Digital, Data and Technology, you will make the most of the data and tools we have today while helping shape the capabilities we need for the future.
Key Responsibilities
Drive Growth
- Develop and deliver Fulham Pier's CRM strategy, aligned to audience, customer and commercial objectives.
- Own database growth strategy – working with teams to deliver increased marketable audience
- Use customer data to drive visits, bookings, spend, dwell time, repeat engagement and retention.
- Plan and deliver targeted campaigns with clear commercial objectives and measurable outcomes.
- Identify opportunities to cross sell between businesses, increasing spend per head and customer lifetime value.
Own the Customer Lifecycle
- Develop customer journeys across acquisition, welcome, pre-visit, visit, post-visit, retention, loyalty and win-back.
- Work in partnership with business units to standarise process, ensuring best practice.
- Build automated and behaviour-triggered journeys for Fulham Pier that turn first-time visitors into repeat customers.
- Identify opportunities to improve the experience, reduce friction and encourage the next visit or purchase.
- Support relevant upsell and cross-sell across Fulham Pier's different experiences and propositions.
- For Lighthouse Social & Sæl Spa - Understand member data and behaviour and how members are engaging, what they’re interested in e.g. events and F&B behaviours, where engagement might be dropping off, and how we can use that insight to support retention and overall membership value.
Segmentation & Personalisation
- Develop meaningful audience segmentation based on customer behaviour, interests, engagement and value.
- Deliver increasingly personalised communications, offers and recommendations.
- Develop CRM beyond email, using the most appropriate channels and touchpoints to reach customers.
- Ensure communications feel joined-up, relevant and consistent with Fulham Pier and associated owned brands.
Insight & Optimisation
- Establish clear KPIs and reporting, with a strong focus on commercial performance.
- Work with tech team to strengthen our data – identifying and rectifying data gaps etc.
- Analyse customer behaviour to understand what drives visitation, spend, repeat behaviour and lapse.
- Run a structured programme of testing and optimisation across audiences, messaging, timing, offers and channels.
- Turn insight into practical recommendations for the wider business – Particularly helping value our database for sponsors and partners
Data & Collaboration
- Champion high-quality first-party data capture across Fulham Pier's customer touchpoints.
- Work closely with Digital, Data and Technology colleagues on CRM capability, integrations and data quality.
- Translate customer and commercial needs into clear use cases that help prioritise future technology development.
- Make pragmatic and effective use of existing tools and data while our CRM capability continues to evolve.
- Ensure responsible use of customer data and compliance with relevant data protection and consent requirements.
Knowledge, Experience & Skills
Essential
- Approx 5 years relevant experience in CRM, lifecycle, retention or customer marketing, or equivalent experience including demonstrable ownership of strategy, customer journeys and delivering commercially accountable campaigns
- Proven ability to use CRM to drive commercial outcomes including revenue, repeat purchase and retention.
- Experience developing customer journeys, segmentation and targeted campaigns.
- Strong understanding of customer data and the ability to translate insight into action.
- Experience using CRM or marketing automation platforms and delivering automated or triggered journeys.
- Strong analytical skills with experience measuring conversion, customer behaviour and campaign effectiveness.
- A test-and-learn mindset and experience of ongoing campaign optimisation.
- Commercially curious, proactive and comfortable identifying opportunities as well as responding to briefs.
- Strong stakeholder management skills. Confidence working across Marketing, Commercial, Operations, Digital, Data and Technology.
- Good understanding of data protection, consent and responsible customer data use.
Desirable
- Experience in hospitality, leisure, entertainment, retail or another experience-led consumer business.
- Experience using CRM to drive physical visitation as well as digital conversion.
- Experience with loyalty, membership, premium hospitality or subscription propositions.
- Experience across multiple CRM channels - email, SMS, app/push, paid media audiences or website personalisation.
- Familiarity with customer value approaches such as recency, frequency and value segmentation.
- Experience working with multiple data sources such as bookings, EPOS, Wi-Fi, ticketing or membership systems.
Success Measures / KPIs
Success will be measured by the customer and commercial value CRM creates, including:
- Incremental revenue generated through CRM
- Growth in repeat visitation and purchase
- Customer retention and reduced lapse
- Increased customer frequency and lifetime value
- CRM-driven conversion, bookings and revenue
- Successful upsell and cross-sell
- Growth and quality of our addressable first-party database
- Performance of automated customer journeys
- Reactivation of lapsed customers
- Continuous improvement through testing and optimisation
- Increasingly personalised and joined-up customer experiences
Ultimately, success means using what we know about our customers to encourage them to visit more often, spend more when they do and build a longer-lasting relationship with Fulham Pier.
Health and Safety
- As confident custodians, all staff must adhere to Fulham Pier’s Health and Safety policy as well as comply with all role specific health and safety requirements. In addition, all staff have the responsibility to report any breach or potential breach in health & safety to a member of the health and safety team or senior manager.
Safeguarding
- Fulham Pier acknowledges that everyone has a responsibility for the wellbeing and safety of children, young people and adults at risk who are visiting Fulham Pier. As part of Fulham Pier’s commitment to providing a safe environment for children and adults at risk, we operate a Safer Recruitment Policy which all candidates must comply with. In addition, we require all staff who work with or interact with children or adults at risk to comply with our Safeguarding Children and Safeguarding Adults Policies.
Equality, diversity & inclusion
- We are committed to supporting an environment where all staff have a personal responsibility to uphold Fulham Pier’s Equal Opportunities Policy by treating fellow employees, prospective employees, casual workers, prospective casual workers, and customers fairly and impartially.
To Apply