CRM Communication Executive

  • Tottenham Hotspur Football & Athletic Co Ltd
  • London, UK
  • 14 Jan, 2022
Full time Business & Commercial Communications & PR Marketing Premier League

Job Description

Job Summary


Tottenham Hotspur is a world-famous football club based in North London. Off the pitch, the Club has a strong and successful business model centered around building a platform for long-term success, which includes world class training centre and a new world-class stadium. 

The Club operates out of multiple sites, including its Headquarters at Lilywhite House N17.

Tottenham Hotspur is looking for a CRM Communications Executive to join the newly formed CRM pod on its expanding Digital & Growth Marketing team. It’s an exciting time to join as we are investing heavily in creating a superior digital experience for our fans through the smart use of data and best-in-breed technologies to build a personalised relationship with the Club. The CRM Communications Executive is responsible for planning, creating, and deploying commercial marketing campaigns across email, push, in-app, SMS, and geolocation channels to highly targeted audiences. You will own the build of commercial comms within the CRM team, plotting activity against targeted audiences to ensure a comprehensive contact plan is adhered to that optimises database engagement and achieves commercial targets.

Reporting into the CRM Communications Manager, you’ll build, proof, test, and own campaigns that support and enhance our commercial marketing campaigns. You’ll create campaigns that are meaningful to our supporters, delivered across the right channels at the right time and have a positive impact on our supporters and the Club. You’ll also work with the Lifecycle Marketing Manager to bring the Club’s CRM programme to life, identifying data capture opportunities, creating engagement and retention campaigns, and promoting exciting loyalty programmes. Specifically, the CRM Communications Executive will brief the creative, build the email, push, in-app, and SMS campaigns and deploy highly personalised, scalable, and dynamic cross channel communication and automation programs.

You are a passionate and technical CRM marketer, with digital and mobile at your core. You consistently focus on the customer, putting them at the centre of your decision making and campaign execution. You’re the kind of person who can’t wait to look at your metrics right after a send. You get excited about new ideas, new channels, new campaigns and pushing the envelope on email and mobile marcomm creative.

You are a digital native and will execute a robust digital communications strategy for our commercial comms which include Ticketing, Ecommerce, Experiences, Subscriptions, Memberships, Partnerships, Content and Venue. The ideal candidate for this role will think strategically, creatively and execute flawlessly.

You have experience in building dynamic email and mobile marketing campaigns, with expertise in modern ESPs, marketing automation and Movable Ink. You are a natural planner with a strong attention to detail and can build out integrated marcomms plans that scale. You are well-versed in email and lifecycle communications best practice and are quick to implement new ideas. You have an experimentational mindset and believe in the power of incremental gains with A/B and multivariate testing. You recognise the importance of speaking with our fans on their terms and you see CRM as more than just hitting send. You are the key conduit and coordinator of fan communications across all marketing channels, and as such will stay in the loop about other customer communication activities in the pipeline to ensure they are aligned with the broader CRM lifecycle strategy.


Key Responsibilities


  • Plan, build and deploy automated cross-channel communications, campaigns and programs
  • Manage set-up and configuration of campaigns to deliver conversions and engagement
  • Work with commercial marketing and other stakeholders to create and implement test strategies, including A/B testing that optimises performance of new & existing campaigns
  • Oversee campaigns from creation to execution, including analysis and reporting 
  • Deliver the cross-channel campaign and communication strategy to build fan engagement, retention, and drive commercial revenue.
  • Build emails, push notifications, SMS, geolocation and in app messages for commercial campaigns
  • Utilise marketing automation tools to develop transactional, promotional, and informational campaign strategies that optimise lifetime value.
  • Support in the capture of data throughout fan journeys that will help you to better ‘know your fan’ and enable you to deliver highly relevant marketing communications.
  • Execute test and learn plans and suggest new hypothesises, collate findings and feedback into an actionable format for future development and activations.
  • Leverage our best-in-breed marketing stack to deliver automated cross-channel targeted communications that drive fan engagement and retention.
  • Track activity against KPIs, and present findings on a regular basis, including suggestions for campaigns improvements, opportunities, and optimisations.
  • Code responsive emails for various promotional, lifecycle, and transactional campaigns using the latest HTML and CSS email oriented best practices.
  • Stay current with email delivery best practices to maximize inbox placement, responsiveness, and accurate rendering across all major email clients and devices.
  • Utilise 3rd party platforms and technologies (i.e., Moveable Ink) for personalization, live optimisation, and advanced campaign testing.
  • Be part of an innovative team and channel that is passionate about creating exceptional fan experiences.
  • Lead customer marketing innovation by unlocking opportunities for automation using technology

Personal Attributes


  • Thinks ahead, generates innovative ideas
  • Values & respects others, builds relationships, collaborates
  • Gets things done, delivers to highest of standards, takes responsibility
  • An innovative digital marketer, able to seek out new ways of driving engaging digital communications.
  • Strong ability to layer creative thinking over functional / data led strategy and optimisation.
  • Highly creative in building and delivering cross channel digital campaigns.
  • Strong analytical and problem-solving skills with a keen eye for detail.
  • Ability to analyse large volumes of complex, automated campaigns, knowing what to measure and how to infer actionable insights.
  • Good organisational and planning skills (must be able to prioritise workload, especially during busy periods).
  • Good copywriting skills, with strong attention to detail
  • Comfortable working in Excel and creating campaign reports.
  • Well-organised logical and efficient; process-driven with good time management skills.
  • A proactive self-starter with an ambitious spirit, able to work at pace, independently and collaboratively as required.
  • Knowledge in email HTML, CSS and AMP.

Skills & Experience


  • 2+ years of experience in email and/or mobile marketing
  • Experience in a D2C start-up or scale-up e-commerce, subscription or high growth business.
  • Deep understanding of how to create email, push, in-app, SMS, and geolocation campaigns.
  • Experience building, deploying, and analysing lifecycle marketing campaigns.
  • Excellent project management, problem-solving and communication skills with the ability to balance rigorous attention to detail with swift execution.
  • The ability to measure against set objectives and KPI's and produce reports based on findings.
  • You are intellectually curious, think customer first, are comfortable with ambiguity, are action-oriented, and self-motivated.
  • Experience with A/B and multivariate testing methodologies and execution.
  • Proven experience leveraging performance and audience data to inform successful marketing campaigns.

Closing date: 27 Jan 2022