CRM Executive - Audience & Systems

Reports to: CRM Audience & Systems Manager
Team: CRM & Loyalty (Digital)
Location: Livingston (Hybrid)

Works closely with: CRM & Loyalty Campaign team, Trade Email team, CRM Analytics, Digital Marketing, and Ecommerce teams

Summary
The CRM Executive – Audience & Systems sits within the Audience & Systems function of the CRM team at schuh. The role focuses primarily on Salesforce Marketing Cloud (SFMC), with a broader responsibility for understanding how CRM and connected systems integrate. Experience in a comparable CRM or marketing automation platform (e.g. Adobe Campaign, Emarsys) is also welcome.

This role supports the CRM Systems and Audience Manager across integrations, automations, and audience selection and development. As the SFMC first point of contact, the role also supports training, troubleshooting, platform maintenance, and innovation. Responsibilities include managing data flows, enabling campaigns through accurate and organised data, and supporting third-party integrations (e.g. Vibes, Skyvia) and connectors across Salesforce tools.

The role aims to improve performance, customer experience, and key KPIs such as revenue, profitability, frequency, AOC, AOV, ARPU, and CLTV, while supporting wider CRM and digital teams in their use of SFMC.

This is primarily an operational role with a need for strategic thinking. It is a key position supporting CRM, Loyalty, Trade emails, and new revenue streams.

What you’ll do

Audiences & data

• Write SQL Query Activities to build and maintain BAU and campaign audiences in Data Extensions.

• Own suppression, inclusion and exclusion logic to maximise reach while protecting the customer experience.

• Manage data imports, file drops and Automation Studio workflows, and monitor them to make sure they run on time.

• Build and maintain Advertising Studio (Audience Builder) audiences for paid media.

• Keep the account tidy: monitor Data Extension storage, retention and naming conventions.

Journeys & personalisation

• Build and configure Journey Builder journeys, including entry sources, decision splits and exit criteria, for triggered programmes such as Welcome, Back in Stock, Wishlist and Basket/Browse Abandonment.

• Create dynamic, personalised email content with AMPscript, and use SSJS where needed.

• Build CloudPages for data capture, preference centres and competitions.

• Set up A/B and multivariate tests and QA campaign logic before go-live.

• Manage mobile wallet and SMS integrations (e.g. Vibes).

Platform support

• Be the first point of contact for SFMC users across the business.

• Troubleshoot send, journey and automation issues.

• Deliver training and champion best practice.

• Make sure all activity complies with GDPR and our consent and preference rules.

Performance & insight

• Monitor campaign deployment and tracking, especially during peak trading.

• Produce weekly engagement reporting and turn trends into recommendations.

• Help improve key CRM KPIs: revenue, frequency, AOV, ARPU and CLTV.

Integrations & innovation

• Work with third parties and agencies on connected tools (e.g. Vibes, Skyvia, StoryStream, Marketing Cloud Connect).

• Support proof-of-concept trials and the CRM roadmap, including emerging AI features in Marketing Cloud.

What you’ll bring

Essential

• Hands-on experience with Salesforce Marketing Cloud (or a comparable CRM / marketing automation platform) and/or a degree in Computer Science, Marketing or Data Analytics/Statistics

• Confident SQL for audience selection.

• AMPscript (or comparable personalisation language, e.g. Liquid) and HTML email experience.

• A strong eye for detail and a QA mindset.

• Strong data literacy, in order to build accurate customer audiences and segments

Nice to have

• 1–2+ years’ hands-on Salesforce Marketing Cloud (or comparable platform) experience in a marketing or CRM team.

• Working knowledge of Email Studio, Automation Studio, Journey Builder and Contact Builder (or comparable tools).

• Salesforce Marketing Cloud certification, such as Email Specialist or Marketing Cloud Administrator, or working towards one.

• Exposure to Loyalty Management, Service Cloud or Marketing Cloud Connect.

• Experience with Advertising Studio, MobileConnect or mobile wallet.

• Retail, fashion or footwear CRM experience.

You’ll fit in if you’re

• A team player. You enjoy working closely with campaign, analytics, ecommerce and digital colleagues, and you’re happy to roll up your sleeves to help the team hit a deadline.

• Collaborative and approachable. You build good relationships across teams and with agencies and third parties, and you’re the person colleagues are comfortable coming to with questions.

• A clear communicator. You keep stakeholders updated on progress, flag risks early and share what you know.

• Commercially minded. You understand how your work drives revenue and customer experience, and you look for ways to make a bigger impact.

• Organised and detail-focused. You can juggle multiple requests, prioritise well and stay calm under pressure, especially during peak trading.

• A problem-solver. You’re curious and proactive, and you enjoy getting to the bottom of an issue and finding a better way of doing things.

• Keen to learn and grow. You keep up with new CRM features and martech trends, and you’re open to feedback and developing your skills.

• Happy in a fast-moving retail environment. You’re adaptable, positive and comfortable with change.

About the perks/benefits

• Up to 40% product discount for you and your loved ones
• Up to 28 days holiday (including bank holidays)
• PLUS your birthday off to celebrate you
• Flexible working hours and hybrid working options
• Perk platform for hundreds of discounts
• Manage, save and access your wages as you earn them to get paid your way
• Employee assistance programme to support your wellbeing through resources, helplines and Virtual GP services
• A pension scheme to help you save for the future
• Development and progression opportunities across stores and Head Office
• A paid volunteering day and opportunities to be a part of our company Purpose Groups

About schuh

At schuh we are the ‘Same but different’.

By embracing diversity and promoting inclusivity, we aim to empower our people to be fiercely and unapologetically themselves.

This means you will support our commitment to diversity, equality and inclusion, and ensure that colleagues and customers from all backgrounds, beliefs and communities are treated fairly.

We are committed to providing reasonable adjustments to support disabilities or health conditions. Please let our talent team know of any adjustments needed during the hiring process.

Our Talent Acquisition Team will work as quickly as possible to review your application. In the meantime, if you have any questions or would like any additional information at all, please contact talent@schuh.co.uk

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