CRM Manager

Location: The Entertainer Head Office

Contract Type: Permanent

Hours Per Week: 39.5

Salary: £50-60K plus profit related bonus

CRM Manager

It's hard to imagine that the first Entertainer store only opened back in 1981. Today The Entertainer is the U.K.’s Largest Independent Toy Retailer. We have over 170 UK stores stretched across England, Wales, Scotland, Northern Ireland and the islands and we are still growing!  We have several flagship regional stores including the Bullring, Birmingham and our two Westfield London stores. We are also partnering with a growing number of retailers to showcase our brand selling our toys in their retail space. We also sell toys online via our website and other partner channels.


As a business, we own the Early Learning Centre, and Totally Toys brands as well as our own brand Addo Play. Outside of the UK we own the Poly Jugetes toy shops in Spain plus numerous Entertainer and Early Learning Centre international franchise partnerships.


With our Group Head Office based in Buckinghamshire we are focused on success. All of the projects that we undertake are to improve the business and to allow us to become a recognised high street name. We will also make sure that we offer progression to our team members and ensure that our values support everything that we do to achieve our goals.

We offer a standard 39.5 hour contract as well as a supportive Blended Working Policy which includes homeworking.

Your rewards will include: Profit Related Bonus, 20% Toy Discount, Life Cover, Payroll Giving, Pension, High Street & Leisure Discounts and Cycle to Work schemes.

Working in our busy Marketing team, you will be responsible for developing and delivering the CRM strategy for The Entertainer and Early Learning Centre.  You will work alongside the Head of Marketing and Head of Online to find opportunities to communicate and engage with our target market to deliver our commercial and brand messages.  You will drive increased revenue, customer engagement and loyalty.

You will be a commercial and strategic self-starter with creative flair and experience in owning projects and delivering to tight deadlines with limited supervision. Alongside an exceptional attention to detail and right first-time ethos you will also be used to the demands of working in a fast-paced organisation where flexibility is a must.  As you will be leading a variety of projects simultaneously, your excellent organisation, planning, communication and stakeholder management skills will be key.


  • Set the CRM strategy for The Entertainer and ELC. Work with the team in Spain to share best practice.
  • Lead the development of the CRM function, including daily newsletter communications, product marketing comms, onboarding campaigns and trigger messaging.
  • Development and activation of campaigns using industry best practice that excite and engage our customers, drive loyalty, drive conversion and deliver value for our customers and the business.
  • Manage 3rd party relationships with external agencies to drive performance and continuously improve the channels.
  • Aligning with internal stakeholders across the business, building relationships whilst securing buy-in to support the CRM strategy. Ensure CRM fully support the brand and commercial initiatives.
  • Develop and manage the channel activation plans whilst adhering to strict deadlines and managing a stringent briefing process.
  • Evaluate and analyse all campaigns, share findings and build upon past learnings for future success.
  • Lead our GDPR to ensure we are legally compliant
  • Adopt a test and learn approach whilst having a positive opportunity seeking mindset.
  • Line management and development responsibility for the CRM team.
  • Share insight and channel performance weekly with the online team and wider business.
  • Identify and keep your finger on the pulse across trends and opportunities, utilising and building on them, to drive future campaigns


Skills & Experience

  1. At least 5 years’ experience in a similar role, ideally within a retail or sales focused business.
  2. Proven track record of managing 3rd party agencies.
  3. Previous team management experience.
  4. Experience in planning budgets and delivering measurable ROI.
  5. Good knowledge of Google Analytics.
  6. Strong knowledge of GDPR.
  7. Excellent knowledge of ESPs.
  8. Previous experience of working in a role which was talking to parents is desirable.


Apply now