Head of CRM

Role: Head of CRM

Location: Hybrid (3 days per week in Clapham Junction, 2 days remote)
 

This is a rare opportunity to own CRM strategy at scale - one million members, a direct line to the CMO, and a genuine seat at the commercial table. As Head of CRM at The Gym Group, you will shape how we communicate with every member across their entire journey with us, from the moment they consider joining to the day they return after leaving. If you want a role where CRM is treated as a growth engine rather than a comms function, this is it.

Who we are

We're not like any other gym company; we are The Gym Group, a place where you can #BeYouWithUs and perform to your absolute best. We are successful; by membership we're the 2nd largest gym business in the UK and the 4th largest in Europe. We hire people with real passion, positivity and enthusiasm which motivates and inspire those around them. We actively invest in our employees; it's so important to us that our people can thrive in our environment and can make the most of the flexibility and support we offer to all of our teams.

What you'll be doing

• Owning the full CRM strategy across acquisition, onboarding, retention and win-back for one million members

• Leading and developing a talented CRM team, building capability and high-performance culture

• Designing and optimising multi-step trigger journeys and automated flows that drive measurable commercial outcomes

• Partnering with Product, Data Engineering, Analytics, Brand and Commercial teams to deliver joined-up, data-led member communications

• Managing the CRM budget and investment framework, ensuring every pound spent is accountable against clear outcomes

• Leading evaluation and adoption of CRM technology, including platform transitions and capability improvements

• Defining metrics, reporting to the Executive Committee and shaping strategic recommendations based on campaign performance and member behaviour

• Supporting national campaigns and new gym opening strategies with targeted local CRM activation

What we're looking for

• At least 10 years of digital marketing experience, with a strong CRM focus in transactional ecommerce or subscription businesses

• Proven track record of hitting commercial CRM targets across metrics including LTV, churn, conversion, CPA and ROI

• Experience building and managing complex automated trigger journeys at scale

• Strong analytical mindset with hands-on experience in A/B testing, cohort analysis and behavioural segmentation

• Demonstrated experience leading and developing marketing or CRM teams

• Solid knowledge of email deliverability including IP warming and inbox placement using tools such as Validity

• Clear and confident communicator, with experience presenting strategy and results at Executive level

Our commitment to inclusion

At The Gym Group we are passionate about creating an environment where everyone feels welcome, valued and able to be themselves. We actively encourage applications from people of all backgrounds, experiences and identities. We believe that diverse teams make better decisions and build better products - and we are committed to making sure our recruitment process reflects that.

Need assistance?

If you have a disability or condition that makes it difficult for you to complete your application online please email your cv to [email protected] or alternatively call the TGG Recruitment team on 0203 319 4838 and someone will be more than happy to support you. We also want to put it out there that we actively encourage applications from a diverse demographic and we are passionate about your culture and value alignment. We want this to be a match that works for you as much as for us!

*Please note that we may close the application window early if we receive high levels of interest. If you're interested in applying please do so asap!

Your application may be reviewed by an AI tool to help assess your suitability based on the information you provide. Automated decision-making is never used - every application is reviewed and all decisions, including whether to progress your application, are made exclusively by a member of our recruitment team. Your data will be handled in accordance with our Privacy Policy and UK GDPR.

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