Senior CRM Manager - Acquisition

ABOUT TIDE

At Tide we help SMEs save time (and money) in the running of their businesses by not only offering business accounts and related banking services, but also a comprehensive set of highly usable and connected administrative solutions from invoicing to accounting.

Tide is transforming the small business banking market with over 1.6 million members globally across the UK, India, Germany and France. Using advanced technology, all solutions are designed with SMEs in mind. With quick onboarding, low fees and innovative features, we thrive on making data-driven decisions to help SMEs save both time and money.

Tide facts:

• Tide is available for UK, Indian, German and French SMEs
• Over 1.6 million members: 800,000 UK and 800,000 in India and growing rapidly
• Over $200 million raised in funding
• Over 2500 Tideans globally - we’re diversity champions!
• We have offices in Central London, with a member support and technology centre in Sofia, Bulgaria, technology centres in Serbia, Romania, Lithuania and Hyderabad and offices in Gurugram and New Delhi, India

ABOUT THE TEAM: 

Our CRM Acquisition team is responsible for driving customer growth through targeted campaigns, data-driven strategies, and personalised communication. As we operate across diverse markets, team collaboration often spans multiple countries and cultures.

WHAT WE ARE LOOKING FOR:

We’re looking for a detail oriented, curious, explorative, commercially focused CRM Manager looking for their next step - someone that will take on and help us expand rapidly growing markets at Tide. You will play a key role in building targeted communications across digital channels to attract, convert, and onboard new users, leveraging data and automation to drive performance. Candidates must be able to communicate effectively in English, both verbally and in writing.

As a Senior CRM Manager you’ll be: 

• You will work in a multinational team of passionate CRMers, Product marketers and Product Managers with a track record of delivery, who are dedicated to collaboration, innovation and ownership, with a central focus on helping our members save time and money, so they can get back to doing what they love.
• You’ll own the applicant's journey, as well as the campaign strategy and planning process and deliver a first class automation and personalisation programme. This will incorporate multiple marketing channels and touchpoints, with the end goal to engage, nudge and nurture new applicants to join Tide. 
• Plan and execute CRM campaigns aimed at customer acquisition across email, SMS, push notifications, and in-app messaging.
• Work with analytics and data teams to identify high-conversion segments and personalise communication journeys.
• Use marketing automation platforms (e.g., Salesforce, Braze, Iterable) to build and optimize customer journeys.
• Continuously A/B test messaging, design, and CTAs to improve campaign effectiveness.
• Report on CRM campaign performance and acquisition KPIs, providing insights for optimization.
• Stay up to date on CRM and customer acquisition trends, tools, and best practices.
• Analysing campaigns and reporting out to immediate stakeholders on trends and recommendations and using data to define, build and maintain segments including building and maintaining reporting dashboards to track CRM performance.
• Work closely with the rest of the Acquisition Marketing team as well as a number of other cross-business stakeholders.
• Continuously look for optimisations and new ideas to develop engagement marketing opportunities.

What makes you a great fit:

• Fluency in English is essential for this role.
• You have c.5-7 yrs of expertise in end-to-end CRM marketing management .
• You’ve developed and delivered CRM programmes, demonstrating proven results against targets.
• You’ve got a great hands on skill set for automation, personalisation across multiple platforms. 
• You have hands-on experience with CRM platforms e.g. Iterable, Hubspot, Braze, salesforce and an understanding of HTML and CSS.
• You have experience handling campaign data from different sources using BI tools e.g. Looker, Tableau, and experience turning this data into strategic insights.
• You have experience in segmentation and targeting.
• You have excellent communication skills – you can build campaigns and relationships,  coach and inspire technical and non-technical colleagues, across all levels of the business, and are able to pitch the message differently, and clearly, to all.
• You are well organised with a passion for speed and efficiency. 
• You love to take the initiative and are comfortable taking measured ris