We are looking for a motivated and detail-oriented CRM Audience Specialist to identify relevant and well-targeted first-party data segments for Merlin Entertainments. This role will be collaborating closely with the regional Performance Marketing team, Ecommerce team and relevant digital agencies to build and deliver first-party data segments to help increase paid media return, drive lower CPAs, build customer engagement, retention and conversion.

Key Accountabilities:

CRM Segmentation:

• Working with the Senior CRM Manager and Performance Marketing Managers to develop and manage CRM audience segmentation strategies based on customer data and behaviour.
• Create dedicated data filters for paid media activities in the existing Salesforce Marketing Cloud CRM database, according to briefings from Merlin Performance Marketing teams
• Utilize segmentation techniques such as RFM (Recency, Frequency, Monetary) analysis, behavioural, demographic, and lifecycle segmentation.

Data Analysis & Reporting:

• Track, analyse, and report on activation of data segments on key performance indicators across CRM and paid media campaigns (e.g., open rates, click-through rates, conversion rates, CPA, ROAS).
• Provide insights and recommendations to optimise CRM efforts based on data-driven analysis.

Collaboration & Optimisation:

• Work closely with the Senior CRM Manager to refine and enhance the CRM strategy through continuous AB testing of new data segments and continuous feedback loops.
• Collaborate with the marketing, performance marketing and ecommerce teams to ensure seamless cross-channel customer experiences.
• Keep up-to-date with industry trends, tools, and best practices including data protection, proposing new ways to enhance CRM activities and customer engagement.

Compliance and Data Privacy:

• Ensure that all CRM campaigns and data builds comply with data privacy regulations (GDPR, CCPA, etc.).
• Maintain data accuracy and integrity within the CRM system while following best practices for data security.

The ideal candidate will have 2-4 years of experience in database and segment management, with a strong understanding of customer data, and performance tracking. You should have experience using CRM platforms (e.g., Salesforce, HubSpot, or similar), along with strong analytical skills and the ability to interpret data to drive actionable insights. You should be detail-oriented, highly organised, and have excellent communication skills, with a passion for improving customer experience and engagement. Experience in the leisure, travel, or entertainment industry is a plus, as is a deep understanding of customer behaviour and lifecycle marketing.