Senior CRM Marketing Manager

Senior CRM Marketing Manager

Sheffield City Centre (office-based and hybrid)

Salary: £55,000 - £65,000

UniHomes exists to make student living stress free. We are one of the UK's leading student accommodation platforms, helping students find and secure homes more easily. We work with letting agents, accommodation providers and students across the UK, combining technology, marketing and customer experience to make student living stress free.  

This is an exciting time to join UniHomes. As we launch our customer app, UniHomes+, and introduce new engagement channels such as WhatsApp and push notifications, we're building a modern CRM capability that will shape how students engage with our brands for years to come. 

As our app launches and channels such as WhatsApp and push notifications become part of everyday customer contact, we want people to hear from us, and reach us, wherever suits them.  The Senior CRM Marketing Manager leads the delivery of that experience across the whole lifecycle: generating demand and interest, converting it, and building the joined-up, multichannel engagement that turns customers into repeat ones and strengthens customer lifetime value.  

This is a hands-on management role that blends technical execution with strategic thinking. You will set the technical standard in Salesforce Marketing Cloud and establish in-app and push notifications as core channels as the app rolls out. Demand, conversion and retention are your headline measures, so you will be judged on outcomes rather than volume of activity. You'll also play a key role in shaping the future of our CRM capability. 

Where the role sits: 
Reporting to the Head of Marketing, you will sit within the Senior Marketing Management team and lead the CRM marketing function that delivers our outbound demand generation campaigns alongside our lifecycle programmes. Our Marketing team is currently 19 people strong, giving you the opportunity to work as part of a well-established function with specialist expertise across the customer journey. You will work closely with the Senior B2C Marketing Manager to ensure the experience customers receive during acquisition flows seamlessly into the lifecycle journey and reflects our promise of stress-free student living. You will coach your team of two, raising both the technical bar and the quality of everything that goes out.  

Key responsibilities:
The role spans the whole customer journey: generating demand and interest, converting that interest and building lasting customer relationships through the experience we provide.  

Demand generation and conversion  

• In collaboration with the Senior B2C Marketing Manager, you will plan and deliver outbound demand generation campaigns that create interest and fill the funnel, working hand in hand on audience, message and timing.  
• Treat acquisition and lifecycle as one continuous journey, so what a customer experiences before they make an enquiry is consistent with everything that follows.  

Lifecycle, cohorts and multichannel journeys  

• Be responsible for the delivery of the end-to-end customer lifecycle, building cohort-based journeys across app, email, SMS, push notifications and WhatsApp, with retention and reactivation as the headline measures. 
• Establish in-app and push notifications as core channels as the app rolls out, including behavioural triggers, notification strategy, and a clear approach to contact frequency and timing that maintains engagement without overwhelming customers.  
• Take segmentation and personalisation well beyond a first-name merge, ensuring each customer’s experience reflects their preferences, where they are in their university journey and their relationship with UniHomes.   

Platform ownership 

• Own Salesforce Marketing Cloud as a platform: data quality and structure, integrations with the app and wider stack, user access and ways of working, and the roadmap for how our CRM technology develops as we grow. 
• Build and debug email and in-app templates directly, holding quality, accessibility and rendering standards across devices.  

Automation, testing and performance  

• Use automation and AI tooling to take repetitive work off the team and scale personalisation. 
• Run a genuine test-and-learn programme, and turn results into changes that stick.  
• Report performance with a clear story for senior stakeholders, explaining what the numbers mean to people who do not work in CRM.  

Collaboration and leadership  

• Work closely with the Senior B2C Marketing Manager so acquisition and lifecycle join up, and with the Customer Experience team so the full contact experience is coherent from a customer's point of view.  
• Coach and develop the CRM team, raising the bar on technical craft, tone of voice and commercial thinking.  
• Keep everything we send compliant with GDPR, DPA and messaging best practice, working with the relevant teams where needed.  

 

Skills and experience:

• We are looking for someone with real technical depth who can also tell a commercial story to a non-technical audience.  
• Strong hands-on Salesforce Marketing Cloud experience with genuine technical depth: Journey Builder, Automation Studio, dynamic content, AMPscript and SQL.  
• Proven multi-channel lifecycle CRM experience, with segmentation and personalisation that go well beyond a first-name merge.  
• Experience planning and delivering outbound demand generation campaigns, and comfortable being accountable for enquiry volume and conversion as well as retention.  
• A commercial mindset focused on conversion and retention, and comfortable being measured on outcomes rather than output. 
• Strong data fluency, and the ability to explain what the numbers mean to people who do not work in CRM.  
• Experience leading or mentoring others, and a genuine interest in developing people.  
• Working HTML and CSS, enough to build and debug templates yourself.  
• Experience automating workflows, including with AI tooling.  
• A confident writer who can hold tone of voice and quality across everything that goes out.  
• Solid working knowledge of GDPR, DPA and messaging best practice.  
• App push notifications or in-app messaging experience is a real advantage. We are open on platform, as the transferable skill is triggering off customer behaviour.  

Nice to have: 

• Experience in a subscription, membership, lettings or another customer-led business where retention is a key commercial measure.  
• Design skills for email and in-app templates.  

What success looks like: 
In the first twelve months, we would expect you to have:  

• Joined up acquisition and lifecycle, so outbound demand generation campaigns hand over cleanly into cohort-based journeys and we can see the whole funnel in one place.  
• Established push notifications and in-app as working channels, triggered off customer behaviour and governed by a clear contact and cadence approach.  
• Replaced a set of separate, channel-by-channel contacts with cohort-based lifecycle journeys that a customer experiences as one conversation.  
• Demonstrated, through clear reporting and test-and-learn activity, the contribution CRM has made to improvements in enquiry volume, conversion, retention and reactivation against agreed targets.  
• Built the team's capability, so that technical standards and tone of voice hold without you in the room.  

About us: 

UniHomes is one of the UK's leading student accommodation platforms, helping students find and secure homes more easily. Operating in 60+ cities and partnering with more than 1,000 agents and operators, we're transforming the student rental experience through technology, marketing and customer experience.

Based in Sheffield City Centre and backed by Macquarie Capital and LDC, we continue to grow through innovation, collaboration and a commitment to making student living stress free.

We are a team driven and united by our core values:

• Lead the Way
• In it Together 
• Customers Matter
• Keep it Simple 
• Rise Above Challenges 
• Make it Happen

What do you get when you work here?

With people and culture at the heart of our organisation, we are continually enhancing our employee offer and culture. We are incredibly proud to have been officially certified as a Great Place to Work® (GPTW®) and an accredited Living Wage employer - all our employees earn a fair living wage above the government minimum wage.

Working in our stunning new office at New Era Square in the centre of Sheffield, you will get complimentary breakfast, hot & cold drinks, snacks, pool table, holidays, length of service days, voluntary day, enhanced pension scheme, pension salary sacrifice scheme, healthcare scheme, Employee Assistant Programme, sick pay, enhanced maternity & paternity pay, career progression, a commitment to personal and professional development, employee awards, refer a friend scheme, staff discounts, mental health and financial support, and company social events. 

At UniHomes we are committed to fostering an inclusive and diverse workplace where everyone can thrive and which values individuals for their unique perspectives. We welcome candidates from all backgrounds, regardless of age, disability, gender reassignment, marriage and civil partnership, pregnancy and maternity, race, religion or belief, sex, or sexual orientation.

Please let us know if you require any reasonable adjustments to make the recruitment process more accessible to you.

Applicants must already have the permanent and unrestricted right to work in the UK. Unfortunately, we are unable to offer visa sponsorship as we do not hold a sponsor licence.

We want to hear your unique voice in your application. We love AI, but relying on it solely to write your cover letter and answer the application questions is a missed opportunity to showcase the originality and personality that will make you stand out. Show us the real you.

We do not accept CV submissions from recruitment agencies. Direct applications from individual candidates are encouraged. Thank you for your understanding.