{"id":2933608,"url":"https://alion.io/job/better-collective-crm-lifecycle-senior-manager","title":"CRM & Lifecycle Senior Manager","company":{"id":55350,"name":"Better Collective","domain":"bettercollective.com","url":"https://alion.io/company/better-collective","size_band":"201-500","is_staffing_agency":false,"employer_type":"direct","is_intermediary":false,"listed_via":null,"ats_vendor":"Recruitee","truth_index":null},"role":"Marketing","role_family":"Marketing","seniority":"senior","employment_type":null,"work_mode":"on_site","remote_scope":null,"remote_scope_basis":null,"remote_working_hours":null,"hiring_geo_confidence":"structured","locations":["London, United Kingdom"],"countries":["GB"],"hiring_countries":[],"hiring_countries_total":0,"salary":null,"salary_estimate":{"min_usd":69000,"max_usd":131000,"period":"year","method":"role_seniority_country_remote_cell","sample_n":99},"experience_years_min":null,"visa_sponsorship":false,"relocation_package":false,"has_equity":false,"technologies":[{"name":"A/B Testing","optional":false},{"name":"GDPR","optional":false}],"status":"live","first_seen_at":"2026-10-20T11:55:15Z","employer_posted_date":"2026-10-20","last_verified_at":"2026-10-26T11:54:00Z","board_verified":true,"closed_at":null,"days_open":6,"trust":{"level":"ok","repost_count":null,"flags":[],"days_open":6},"description":"Better Collective is looking for an experienced CRM & Lifecycle Senior Manager to establish and lead a group-wide approach to customer relationship management across our portfolio of global sports media brands.\nThis is a senior role combining CRM strategy, customer lifecycle management, technology, data, commercial thinking and operational leadership.\nThe successful candidate will move CRM beyond campaign execution and develop it as a strategic capability that helps Better Collective build deeper, more valuable relationships with its audiences.\nWorking across Product, Audience, Data, Commercial, Editorial, Technology and local brand teams, the CRM & Lifecycle Senior Manager will create the frameworks, programmes and operating model required to turn first- and zero-party audience data into personalised customer experiences and measurable business value.\nThe Opportunity\nBetter Collective reaches millions of sports fans across a diverse portfolio of digital brands.\nThe next stage of our audience strategy is to develop stronger direct relationships with those users - moving from anonymous audiences → known users → understood customers → engaged and valuable relationships.\nCRM will be central to that transformation.\nThe CRM & Lifecycle Senior Manager will establish the strategy, capabilities and standards that allow Better Collective brands to acquire, activate, engage, retain and monetise audiences across the customer lifecycle.\nKey Responsibilities\nCRM Strategy & Leadership\nDevelop Better Collective's group-wide CRM and lifecycle strategy.\n\nEstablish CRM principles, standards and best practices across brands.\n\nCreate a scalable operating model balancing central CRM expertise with local brand execution.\n\nIdentify where CRM can deliver the greatest audience and commercial impact.\n\nBuild CRM roadmaps for priority Better Collective brands.\n\nAct as the senior CRM subject-matter expert across the organisation.\n\nCustomer Lifecycle Management\nDesign lifecycle strategies covering:\nAcquisition → Registration → Onboarding → Engagement → Conversion → Retention → Reactivation\nDevelop automated programmes including:\nWelcome and onboarding journeys\n\nProfile completion\n\nContent discovery\n\nPersonalised sports and player updates\n\nNewsletter engagement\n\nSubscription conversion\n\nPremium product promotion\n\nRenewal\n\nRetention\n\nChurn prevention\n\nLapsed-user reactivation\n\nWin-back programmes\n\nThe objective is to create relevant, personalised experiences rather than simply increase communication volume.\nFirst & Zero-Party Data Activation\nWork closely with Audience, Product and Data teams to translate Better Collective's growing first- and zero-party data capabilities into meaningful customer experiences.\nUse behavioural, declared and transactional data to improve:\nAudience segmentation\n\nPersonalisation\n\nContent recommendations\n\nLifecycle triggers\n\nSubscription propensity\n\nRetention\n\nCross-sell opportunities\n\nAudience insight\n\nHelp establish the connection between data capture, customer understanding and CRM activation.\nMulti-Channel CRM\nDevelop a coordinated CRM approach across:\nEmail\n\nNewsletters\n\nApp push\n\nWeb push\n\nIn-app messaging\n\nOn-site messaging\n\nEmerging direct audience channels\n\nEstablish channel roles, contact strategies, frequency management and customer communication principles.\nEnsure customers receive coordinated experiences rather than disconnected messages from individual channels.\nCRM Technology & Automation\nPartner with Product and Technology teams to maximise Better Collective's CRM technology stack.\nResponsibilities include:\nMarketing automation\n\nJourney orchestration\n\nAudience segmentation\n\nTriggered communications\n\nDynamic content\n\nPersonalisation\n\nCRM/CDP integration\n\nData flows\n\nPreference management\n\nTesting frameworks\n\nReporting requirements\n\nHelp translate business and customer requirements into practical technology capabilities.\nMeasurement & Optimisation\nCreate a consistent CRM measurement framework across Better Collective.\nCore metrics should include:\nKnown-user growth\n\nRegistration conversion\n\nNewsletter acquisition\n\nEmail engagement\n\nPush engagement\n\nActive-user frequency\n\nSubscription conversion\n\nRenewal\n\nRetention\n\nReactivation\n\nRevenue per known user\n\nCustomer lifetime value\n\nMove CRM measurement beyond opens and clicks toward customer behaviour and commercial outcomes.\nExperimentation\nEstablish a structured CRM experimentation programme covering:\nA/B testing\n\nSend frequency\n\nTiming\n\nContent\n\nSegmentation\n\nPersonalisation\n\nOffers\n\nLifecycle triggers\n\nChannel combinations\n\nCreate mechanisms for successful experiments to be documented and scaled across Better Collective brands.\nStakeholder Leadership\nCRM at Better Collective sits across multiple disciplines.\nThe CRM & Lifecycle Senior Manager will therefore work closely with:\nAudience - audience strategy, segmentation and zero/first-party data\nProduct - registration, logged-in experiences and product journeys\nData & BI - customer data, segmentation and measurement\nTechnology - CRM platforms, integrations and automation\nEditorial - content propositions and newsletters\nCommercial - monetisation and customer value\nSubscription Teams - acquisition, renewal and retention\nCompliance - consent, GDPR, PECR and data governance\nStrong stakeholder leadership will be critical to the success of the role.\nRequirements\nWe are looking for an experienced CRM leader who combines strategic thinking with the ability to turn strategy into operational programmes.\nThe successful candidate will ideally have:\nSignificant experience leading CRM, lifecycle or customer engagement programmes.\n\nStrong knowledge of email marketing and marketing automation.\n\nExperience developing sophisticated customer lifecycle strategies.\n\nStrong understanding of customer segmentation and personalisation.\n\nExperience working with large customer databases.\n\nExperience using behavioural and transactional data to improve communications.\n\nStrong understanding of CRM technology and platform capabilities.\n\nExperience working across Product, Data, Technology, Marketing and Commercial teams.\n\nExcellent stakeholder management skills.\n\nExperience managing CRM teams, agencies or specialist partners.\n\nStrong analytical and commercial mindset.\n\nDemonstrable experience connecting CRM activity to measurable business outcomes.\n\nExperience within digital media, subscriptions, publishing, sports, gaming or high-frequency digital consumer products would be particularly valuable.\nLeadership Profile\nThe role requires someone who can operate at both strategic and practical levels.\nYou should be comfortable moving between:\nStrategy ↔ Execution\nCustomer ↔ Commercial\nData ↔ Communications\nTechnology ↔ Marketing\nCentral Strategy ↔ Local Brand Requirements\nYou will need to influence senior stakeholders while also being comfortable working directly with teams responsible for delivering CRM programmes.\nWhat Success Looks Like\nFirst 3 Months\nAudit CRM capabilities across priority Better Collective brands.\n\nEstablish baseline CRM KPIs.\n\nMap existing lifecycle communications.\n\nIdentify immediate optimisation opportunities.\n\nDefine the group CRM strategy and operating principles.\n\nPrioritise brands and lifecycle use cases.\n\n3-6 Months\nLaunch priority automated lifecycle programmes.\n\nEstablish group segmentation principles.\n\nIntroduce a structured CRM experimentation framework.\n\nEstablish CRM dashboards and commercial measurement.\n\nDevelop CRM playbooks that can be reused across brands.\n\n6-12 Months\nBetter Collective has a scalable CRM capability connecting:\nAudience Data → Customer Insight → Segmentation → Personalisation → Activation → Measurement → Commercial Value\nCRM becomes a measurable growth engine supporting:\nAudience Engagement | Registration | Subscription | Retention | Revenue | Customer Lifetime Value\nWhy This Role Matters\nBetter Collective already has significant global audience scale.\nThe opportunity is to build stronger direct relationships with those audiences.\nThis role will help Better Collective transition from primarily understanding what audiences consume to understanding who our customers are, what they value and how we can build longer-lasting relationships with them.\nThe CRM & Lifecycle Senior Manager will be central to making that transition happen.","description_format":"text","description_chars":8310,"description_truncated":false,"requirements":{"experience_years_min":null,"management_years_min":null,"team_size_min":null,"manages_managers":false,"education":null,"security_clearance":false,"languages":[]},"benefits":[],"hiring_locations":[],"hiring_excludes":[],"relocation_offered":false,"industries":["Sports Media","Digital Marketing"],"lifecycle":[{"event":"open","at":"2026-10-20T15:26:15Z"}],"visa":[{"country":"GB","licensed_sponsor":true,"evidence":"Licensed UK visa sponsor (Skilled Worker)","filings_12m":null,"filings_prev_12m":null,"green_card_filings_12m":null,"median_offered_wage_usd":null,"route":"Skilled Worker","cap_exempt":false,"checked_at":"2026-10-24T06:24:00+00:00","sources":["UK Home Office: register of licensed sponsors (workers)"],"filings_for_role_12m":0}],"liveness":{"score":86,"band":"hot","label":"Hiring now","p_open":1,"p_active":0.86,"p_room":1,"age_days":5,"expected_fill_days":28,"reasons":["conf:2","win:early"],"computed_at":"2026-10-26T05:57:25Z"},"pay":null,"html_url":"https://alion.io/job/better-collective-crm-lifecycle-senior-manager","json_url":"https://alion.io/job/better-collective-crm-lifecycle-senior-manager.json","meta":{"generated_at":"2026-10-26T14:59:58Z","cache_seconds":300,"methodology":"https://alion.io/methodology","terms":"https://alion.io/terms","contact":"https://alion.io/contact","api":"https://alion.io/developers","about":"Alion is a live layer of people, companies and AI agents: who they are, whether they are real and active right now, what they do and how to work with them, readable by people and by agents and paid per call.","catalog":"https://alion.io/catalog.json","usage":{"tier":"crawler_verified","counted_by":"address","units_charged":1,"used_today":19879,"day_limit":null,"remaining_today":null,"minute_limit":300,"resets_at":"2026-10-27T00:00:00Z"}},"offers":[{"id":"company.slices","title":"One company in depth, by slice","status":"live","price":{"credits":0.02,"usd":0.002,"plus_per_slice":{"credits":0.05,"usd":0.005}},"unit":"per company, plus each slice with data","note":"the employer in depth","call":{"mcp_tool":"get_company","arguments":{"id":55350},"rest":"https://alion.io/mcp/rest/get_company?id=55350"},"human":"https://alion.io/catalog?offer=company.slices&for=job%2Fbetter-collective-crm-lifecycle-senior-manager"},{"id":"market.stats","title":"A market slice: pay, demand and time to fill","status":"live","price":{"credits":1,"usd":0.1},"unit":"per slice","note":"pay, demand and time to fill for this role and place","call":{"mcp_tool":"market_stats"},"human":"https://alion.io/catalog?offer=market.stats&for=job%2Fbetter-collective-crm-lifecycle-senior-manager"},{"id":"job.search","title":"Open jobs by role, technology, place, pay and visa","status":"live","price":{"credits":0.02,"usd":0.002},"unit":"per posting in a list","note":"similar open postings","call":{"mcp_tool":"search_jobs"},"human":"https://alion.io/catalog?offer=job.search&for=job%2Fbetter-collective-crm-lifecycle-senior-manager"},{"id":"company.verify","title":"Is this company real and active right now","status":"pilot","price":null,"unit":"per company","request":{"url":"https://alion.io/catalog/request","method":"POST","body":"{\"offer\": \"company.verify\", \"for\": \"job/better-collective-crm-lifecycle-senior-manager\", \"note\": \"what you need it for\"}"},"human":"https://alion.io/catalog?offer=company.verify&for=job%2Fbetter-collective-crm-lifecycle-senior-manager"}]}