The CRM Manager is responsible for developing and executing the Customer Relationship Management strategy across multiple OEM brands covering Light Commercial Vehicles (LCV), Bus & Coach, and Heavy Goods Vehicles (HGV). The role ensures effective management of customer data, lead generation, sales pipeline performance, customer retention, aftersales engagement, and dealer network CRM compliance.
The CRM Manager will drive customer-centric initiatives that improve lead conversion, customer satisfaction, vehicle repurchase rates, aftersales revenue, and overall brand loyalty across all business divisions.
CRM Strategy & Development- Develop and implement a group-wide CRM strategy supporting multiple vehicle brands.
- Create customer lifecycle programmes from prospect acquisition through to vehicle replacement.
- Define CRM standards, processes, and best practices across all brands and dealer partners.
- Align CRM activities with OEM sales, marketing, fleet, and aftersales objectives.
Customer Data Management- Maintain accurate customer, fleet, dealer, and prospect databases.
- Ensure GDPR compliance and data governance standards.
- Manage data cleansing, enrichment, segmentation, and quality processes.
- Create a single customer view across all touchpoints and brands.
Lead Management- Design and manage lead distribution processes across dealer networks.
- Monitor enquiry handling and customer response times.
- Improve lead conversion rates through effective sales funnel management.
- Introduce lead scoring and prioritisation methodologies.
Sales & Dealer Performance- Work closely with regional sales teams and dealer partners to maximise CRM utilisation.
- Track dealer CRM performance KPIs.
- Provide regular reporting on lead activity, conversions, lost sales, and opportunities.
- Support dealer training and CRM adoption initiatives.
Marketing Automation- Develop targeted marketing campaigns for:
- New vehicle launches
- Fleet customers
- Aftersales programmes
- Customer retention campaigns
- Electric vehicle adoption initiatives
- Manage email marketing, digital campaigns, customer communications, and event follow-up.
- Measure campaign effectiveness and ROI.
Customer Experience & Retention- Implement customer satisfaction and NPS programmes.
- Analyse customer behaviour and purchasing trends.
- Drive customer loyalty and vehicle replacement campaigns.
- Develop service reminder and retention initiatives.
- Improve aftersales customer engagement.
Reporting & Analytics- Produce monthly KPI reports covering:
- Leads generated
- Lead conversion rates
- Dealer response times
- Customer retention
- After sales activity
- Customer satisfaction scores
- Fleet opportunities
- Provide insights and recommendations to senior management.
- Develop dashboard reporting across all brands.
Systems & Technology- Manage CRM platforms such as Microsoft Dynamics 365, Salesforce, HubSpot, or equivalent.
- Lead CRM upgrades, integrations, and enhancements.
- Work with IT and digital marketing teams to optimise system performance.
- Integrate CRM with DMS, telematics, finance, warranty, and marketing platforms.
Key Performance Indicators (KPIs)- Lead conversion rate
- Dealer enquiry response times
- Customer retention rate
- Aftersales campaign performance
- CRM user adoption rate
- Data accuracy percentage
- Customer satisfaction/NPS scores
- Marketing campaign ROI
- Fleet customer engagement levels
Experience Required- Minimum 1 years' CRM management experience within automotive, commercial vehicle, transport or dealer network operations.
- Experience managing multi-brand CRM programmes.
- Strong knowledge of LCV, HGV, Bus & Coach sectors.
- Experience working with dealer networks and OEM standards.
- Proven track record in customer lifecycle management, digital marketing, and sales analytics.
- Experience using CRM platforms such as Eskimo or similar
Skills & Competencies- Strategic thinking
- Commercial awareness
- Customer-focused mindset
- Data analytics and reporting
- Dealer network management
- Marketing automation expertise
- Project management
- Excellent communication and stakeholder management
- Leadership and coaching skills
- Advanced Excel, Power BI and CRM reporting skills
Excellent package on offer for the right candidate, to include:
- Competitive basic salary
- Defined Contribution Company Pension Plan matching up to 5%
- 25 days annual leave
- Employee Assistance Program
- Cycle to Work Scheme
- Free on-site parking