CRM Lead - Membership Engagement Marketing

ABOUT THE TEAM

Member Engagement's role within Tide is to help our members discover the right products to ensure they save time & money. We do this by telling the right story, to the right member, at the right time, in the right place. We move fast, with a depth of personalisation and automation. We use brilliant, engaging, and relevant content displayed to our members across an ever-increasing media estate , utilising live data flows and AI decision models. The end goal is driving increased and measurable impact to subscription revenue, engagement, and paid product usage across the UK and EU.

About You

As a CRM Lead - Paid Plans, you'll take the 'big picture' for our paid plan subscription tiers, identify migration trends within it, and break it down to define the required actions to deliver an ambitious growth plan around our core revenue generating activity. The key focus of this role is to drive paid plan adoption, upsell existing members, and retain subscribers across UK and EU markets, continually communicating the value and encouraging long term subscription loyalty. You'll own the subscription contact strategy and lifecycle planning process while enabling, developing, and motivating your team to 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 our members into the right paid plan for their business.

Some of the things you’ll be doing:

• Setting and launching the campaign strategy across paid plan upgrades, onboarding, and subscription retention.
• Enabling your team by setting clear direction and clearing any roadblocks that may occur.
• Providing coaching and direction, and taking pride in supporting your team in their development.
• Monitoring, reporting, and presenting on subscription KPIs, upgrade conversion rates, ARR impacts, and campaign performance to Tide senior management and wider stakeholders.
• Supporting the team with building, executing, and optimising campaign workflows tailored to different subscription cohorts.
• Defining a full testing and personalisation roadmap to optimise the paid plan conversion funnel and reduce subscription churn. Supporting finance forecasting across Tide's strategic modes of discovery and premium tier growth.
• Managing stakeholder relationships and supporting strategic thinking across Accession marketing, Engagement marketing, Marketing Analytics, and premium product development.
• Driving wider cross-CRM best practice

You’ll be a great fit if:

• An enthusiastic approach to marketing within high growth scale-ups, backed by at least eight years of professio