CRM Executive

Join our team as a CRM Executive reporting into the CRM Lead focused on European markets for Sports Direct, where you'll play a fundamental role in nurturing customer relationships and driving engagement across multiple markets. We are seeking a candidate who is passionate about CRM strategies, possesses a deep understanding of consumer behaviour, and is committed to delivering personalised and impactful campaigns. As a CRM Executive, you'll have the opportunity to shape our customer communication strategy and enhance our sales and brand's connection to various audiences.

About Frasers Group

• Fearless 1200 - Fearless 1200 is our way of recognising our growth.
• It’s bold, ambitious, and designed to reward colleagues across the business for living our values and delivering impact.
• The app is accessible for every employee and includes training, nutrition and lifestyle advice- all completely free.
• At Frasers Group we’re rethinking retail.
• Through digital innovation and unique store experiences, we’re serving our consumers with the world’s best sports, premium and luxury brands globally.
• As a leader in the industry, we’re elevating the retail experience for our consumers through our collection of established brands, including Sports Direct, FLANNELS, USC, Frasers, and GAME.

Why join us?

• We are building the planet’s most admired and compelling brand ecosystem
• Our purpose - We are elevating the lives of the many with access to the world’s best brands and experiences
• At Frasers Group, we fear less and do more.
• Our people are forward thinkers who are driven to operate outside of their comfort zone to change the future of retail, embracing challenges along the way.
• The potential to elevate your career is massive, the experience unrivalled.
• To be able to make the most of it you need to live and breathe our principles: Own it and back yourself - Own the basics, own your role and own the result
• Think without limits - Think, think fast, think fearlessly
• Be relevant - Relevant to our people, our partners and the planet
• Are you ready to join the Fearless?

Responsibilities

• Partner with marketing and cross-functional teams to design and deliver CRM campaigns that engage audiences across multiple European markets, drawing on your CRM expertise to shape strategy and execution.
• Own the email marketing calendar across all EU markets, aligning content and timing with trading trends, commercial priorities, and seasonal moments.
• Support the CRM Assistant, providing coaching and collaborating closely on strategic direction.
• Lead the orchestration of omni-channel customer journeys, ensuring a seamless experience across touchpoints.
• Build and maintain customer segmentation strategies tailored to each European market, ensuring communications remain relevant and engaging for distinct audience groups.
• Work closely with marketing and content teams to produce compelling email and cross-channel communications suited to European audiences.
• Implement and continuously optimise automated CRM workflows, delivering timely, personalised touchpoints throughout the customer journey.
• Track and analyse campaign performance (open rates, click-through rates, conversion, retention), turning data into actionable insights and recommendations.
• Stay ahead of CRM trends and best practices across European markets, adapting strategy to make the most of emerging technologies and approaches.
• Collaborate with external partners and agencies where needed to strengthen CRM strategy and execution across European markets.
• Maintain up-to-date knowledge of GDPR, PECR, and evolving regulatory requirements affecting CRM marketing across Europe.
• Drive audience activation and segmentation.
• Shape data strategy and collection practices.
• Oversee email deliverability performance.
• Maximise use of the CRM tech stack.
• Lead journey orchestration end-to-end.
• Define and report on CRM value measurement.
• Optimise automated behavioural and lifecycle workflows across EU markets.
• A motivated and innovative individual with a passion for CRM Proficiency in CRM software and tools, as well as experience with email marketing platforms and automation.
• Familiarity with Emarsys and Klaviyo is a plus Strong analytical skills, capable of deriving insights from CRM data to refine campaigns and improve customer engagement.
• Effective communication skills, with the ability to convey CRM strategies and results to both technical and non-technical stakeholders.
• Familiarity with European consumer preferences, cultural nuances, and communication trends that influence CRM strategies.
• Proven track record of enhancing customer engagement, retention, and loyalty through CRM initiatives.
• Retail Reconnect - In order to build the planets most admired and compelling brand ecosystem, all employees must understand our business, product and customers.
• Each financial year, head office employees will gain insights by spending one to two days in one of our stores or the warehouse.
• The goal is to learn how the work you do impacts our teams on the frontline, and to bring ideas back to the office which will improve how we work.
• What’s next?

Requirements

• Experience in developing and executing successful CRM campaigns, including audience segmentation, content creation, and performance analysis.
• Fluent in English, ideally with proficiency in other European languages being a significant advantage.

Benefits

• Along with your benefits package we also offer a wide range of perks for our colleagues: Frasers Champion - Our employees are at the heart of our business and we ensure individuals are recognised every single month for their hard work.
• Frasers Champion is a peer nominated scheme where 8 winners will receive double their pay for a month where they have lived the Frasers Group values.
• Fearless 1200 links how we perform to how we're rewarded – check out the video link to find out more - https://www.youtube.com/watch?v=O0qmvJofMew Employee Welfare Frasers Fit - Our Everlast Gyms Team are on a mission to make our workforce the best, and fittest on the planet!
• We run free gym classes for employees as well as discounted memberships to our clubs.
• Frasers Fit is our wellbeing programme which aims to support and improve colleagues Physical, Financial & Mental wellbeing.
• Retail Trust - We know that its not just about physical health, mental wellness is equally important which is why all of our employees get free access and support from the Retail Trust charity.
• This includes a 24 hour wellbeing helpline, wellness hub, counselling and financial/legal support.

Our Recruitment Team will be reviewing applications and all candidates will receive a response, whether you are successful or unsuccessful. Shortlisted applicants may be asked to confirm a few key details before being booked in for a first stage interview with the Recruiter - this will be behaviourally focussed and centred around how you align with our Culture and Values. If successful we anticipate one or two further interview stages with the Hiring Manager/wider team which will be more technically focussed and could include a presentation/task so we can see your skills in action.