ROLE TITLE : CRM Operations Manager (IBM Campaign / Unica)

DEPARTMENT : Marketing

REPORTS TO : CRM Delivery Lead

JOB LEVEL : Guide 

LOCATION : Twickenham (Hybrid Working)

SALARY : £40-45,000 (depending on experience), plus benefits

The Rugby Football Union (RFU) is seeking a highly analytical CRM Operations Manager who is an expert in campaign data and is looking to take on a role that will help transform the way the RFU manages data for all marketing campaigns.

Nature and Scope:

The CRM Operations Manager will be responsible for the day-to-day planning and delivery of campaigns within our audience management tool (Unica Campaign) and will play a critical role in the delivery of the CRM Marketing strategy for all commercial and community marketing campaigns to the RFU’s existing customer base.

The role holder will work closely with the Senior CRM Manager and CRM Delivery Lead to help deliver the CRM audience strategy, as the RFU continues on their digital transformation journey in building a better two-way relationship with all their fans and community rugby stakeholders.

We believe hiring people from underrepresented groups into positions at all levels is vital to creating spaces and initiatives that better support those identities. We would love to see applications from disabled people, LGBTQ+ people, people from ethnically diverse communities, people of faith, people from lower socio-economic backgrounds, and women and non-binary people.

Responsibilities & Accountabilities:

• Delivery of all campaign & QA processes, troubleshooting performance issues and continually developing data processes, contact and response history processing and developing new features in the tool.

• Planning and delivery of all campaign audiences for all commercial and community rugby CRM campaigns via HCL Unica & Acoustic Campaign – including HCL Unica template configuration, offer template optimisations, forms, attributes, and workflows. 

• Development of automated lifecycle communications in HCL Unica that focus on providing a more personalised experience and lead to an increase in engagement and retention.

• Development of all audiences and segments within HCL Unica, continually evolving these as the needs of the business change. 

• Collaborating with key stakeholders within the Technology team, ensuring HCL Unica aligns and integrates with RFU’s Data Warehouse and that all campaign data processing activity flows accurately through the appropriate platforms.

• Collaborating with the CRM Campaign Manager and CRM Delivery Lead to enhance the campaign briefing process and campaign performance capabilities – including developing the breadth of analysis and the method for reporting these back to key stakeholders.

• Supporting the Campaign Delivery Lead in the management of the CRM team’s direct relationship with HCL Unica. 

• Acting as an ambassador for and promoting the best interests of the RFU at all times, including the promotion of the RFU’s Core Values.

• Undertaking such other duties as maybe required from time to time as are consistent with the responsibilities of the post and the needs of the RFU.

Person Specification:

Qualifications and Experience:

• 2-3 years’ experience in a previous campaign operations role working on HCL Unica / IBM Campaign or a similar platform.

• A knowledge and previous experience of using SQL to querying databases and a proficiency in core data processing activities.

• Experience of working with multiple customer databases and relational databases.

• An understanding of data processing techniques and tools and previous experience of developing systematic logic (e.g. database queries, business requirements) using data manipulation tools.

• Previous experience of developing automated campaign programs.

• Previous experience of working with propensity models and customer segmentations would be advantageous.

• Understanding and experience of using reporting tools such as Google Analytics and Tableau.

• Appreciation of need to follow process and data governance/security

Skills and Personal Attributes:

• Exceptional attention to detail and an analytical mindset.

• Outstanding organisation skills and a good awareness in prioritising tasks and deadlines.

• Strong stakeholder management skills and well-developed verbal and written communication skills with the ability to communicate at all levels.

• Quick at picking up new digital systems and working across multiple tools and platforms.

• Creative problem solver and the ability to adapt to evolving business needs.

• Resilient, focused under pressure and able to execute campaign briefs in a fast-moving commercial environment. 

• Self-motivated and the ability to work in a thorough and logical manner. 

Additional Information:

• Due to the nature of the role and exposure to customer data, the candidate must maintain an appropriate standard of confidentiality.

• The candidate must live within a commutable distance to Twickenham and personal circumstances must allow them to work extended hours on occasion during times of peak activity including evenings and weekends. 

• The role description, person specification, role grade and role title may be subject to change at the discretion of the RFU. Any changes will be communicated to the role holder as appropriate.

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