Senior CRM and Digital Marketing Manager

Who are we?

South Western Railway (SWR) operates over 1,500 services each weekday across the network and employs more than 5,000 people. We provide easy and convenient mobility, connecting people and communities in South West London, southern counties of England, and the Isle of Wight.

Join our team and help us continue to bring people together to get the most out of life.

About the job

The Senior CRM and Digital Marketing Manager is responsible for leading performance marketing, CRM and content strategy driving customer acquisition, retention, and revenue growth.  This role ensures South Western Railway delivers targeted, measurable, and results-driven digital marketing campaigns that maximise return on investment (ROI) while maintaining a strong and engaging presence across social media and the SWR website.

By leverage customer data, automation and high quality content this role strengthens customer relationships and encourages train travel.

Your main responsibilities will be:

1. Digital Marketing and Campaigns

• Develop and lead the performance marketing strategy to drive revenue growth, focusing on social media, PPC, SEO, and display advertising.
• Optimise digital advertising spend through A/B testing, attribution modelling and ROI measurement.
• Work with the wider marketing team to ensure cohesive brand messaging across all digital channels.
• Analyse performance data and customer insights to optimise campaign effectiveness.

2. CRM Strategy and Execution

• Develop and implement a CRM strategy to enhance customer retention, engagement, and loyalty.
• Leverage first party data across channels to maximise revenue
• Oversee customer segmentation, personalisation, and automation to improve campaign effectiveness.
• Ensure compliance with GDPR and data privacy regulations in all CRM activities.

3. Content Strategy and Social Media Management

• Own and execute content strategy across SWR's website and social media channels, ensuring a consistent, engaging, and on-brand tone of voice.
• Oversee the creation of high-quality content (articles, blogs, videos, infographics) to enhance digital engagement and support SEO objectives.
• Manage organic and paid social media strategy
• Monitor social listening tools to track brand sentiment and customer engagement, responding to trends and opportunities.
• Collaborate with internal teams to align content with business priorities and seasonal campaigns

 4. Data and Customer Insights

• Utilise customer data and analytics to drive informed marketing decisions.
• Develop and monitor KPIs to measure campaign success and ROI.
• Collaborate with agencies to enhance customer segmentation and predictive analytics.
• Identify trends and opportunities in customer behaviour to refine marketing tactics and improve ROI
• Implement and enhance the data strategy to improve marketing effectiveness, customer understanding, and business decision-making.
• Stay ahead of the latest developments in performance marketing, MarTech, and digital analytics applying new tactics to SWR's strategy.

5. Stakeholder & Supplier Management

• Manage relationships with agencies and partners to drive best-in-class execution.
• Influence internal stakeholders with data-backed insights to secure buy-in for marketing initiatives.
• Ensure all digital and CRM initiatives are aligned with business KPIs and commercial goals
• Work alongside the Retail to support the development of the SWR website and App

6. Website & Digital Experience Optimisation

• Work with the development team to enhance online booking and customer journey experiences across the website and App
• Support improvements to SWR's digital channels, ensuring an optimal user experience.

7. Leading the Team

• Lead, mentor, and develop a team to develop a high-performance culture.
• Provide clear objectives, guidance, and development opportunities to ensure the team delivers outstanding results.
• Champion a data-led, customer-first approach, embedding best practices in digital marketing and CRM across the team

You'll need to have:

• Proven experience in performance marketing (PPC, Display, Paid Search, Paid Social and SEO) CRM, and digital strategy ideally in a high-volume consumer industry
• Proven experience leading a team
• Balance of strategic thinking and hands on execution
• Experience working with marketing tools and technology including GA4, CRM systems and CDPs.
• Strong stakeholder management skills, with the ability to translate complex data insights into actionable marketing strategies
• Experience in budget management and media planning to ensure maximum ROI on digital investments
• Experience using 1PD to develop data driven campaigns across multiple channels
• Ability to develop customer segmentation strategies building lifecycle marketing plans

Working pattern

Monday to Friday, office hours

The Reward

In return we offer a competitive salary and a variety of valuable benefits, including:

• Free duty and leisure travel on SWR services for employees
• Free leisure travel for spouse/partner and dependants (criteria dependent)
• 75% discount on many other train operating companies
• Full training and support with development
• Excellent pension scheme

We all belong at SWR. Our vision is to provide an inclusive environment for all colleagues, ensuring all candidates have an equal opportunity to access meaningful employment.

We value our differences such as age, gender, LGBTQIA+, ethnicity, religion, and disability. We maintain a zero tolerance towards any form of prejudice towards our colleagues, customers, and future talent.

We celebrate and encourage diversity of thought, progressive ways of working and seeing all our colleagues grow and thrive.

If you require additional support to complete your application due to a disability or neurodivergent condition, for example, dyslexia, dyspraxia, or autism, please follow the links below.  We encourage you to share any additional needs you may require so we can provide a fair and equal process for all who apply.

https://exceptionalindividuals.com/neurodiversity/

https://www.healthassured.org/blog/neurodiversity/