Head of Data & CRM

This role will oversee the strategic development, management, and optimisation of our HubSpot CRM and integrated marketing and sales technology stack along with our digital marketing channels.

This role sits at the intersection of Marketing and Sales, ensuring alignment between both teams to drive operational efficiency, enhance customer experience, and maximise revenue growth.

Reporting to the Marketing Director but working closely with the Sales, Operations, IT, and Finance leaders, this role will have responsibility for managing the marketing and wider GTM tech stacks, GTM reporting and dashboards, data health, and enablement. In addition, this role will build out marketing data capabilities and reporting in an-ever evolving landscape, including our overall data strategy.

1.  CRM Ownership and Strategy:

• Lead and own HubSpot CRM strategy, ensuring it meets the needs of the Marketing, Sales, and Operations teams, and supports the wider business with rich, trustworthy data.
• Manage CRM data health and implement best practices for data hygiene, segmentation, and data enrichment.
• Develop and enforce data standards, quality controls, and data governance policies.

2.   Marketing Automation:

• Oversee all aspects of marketing automation, from strategy to execution, ensuring seamless lead nurturing and customer engagement.
• Design, implement, and optimise automated workflows to enhance customer journeys and lifecycle management.
• Collaborate with Marketing to drive campaign effectiveness through segmentation, personalisation, and trigger-based automations.
• Identify opportunities for process improvement or increased automation and efficiency through advanced technical solutions

3.   Digital Marketing Strategy:

• Ownership of website strategy, both technical back-end optimisation and front-end customer journeys
• Creation and delivery of e-commerce strategy including path to purchase optimisation
• Management and overseeing the following, working with the digital team:

• 1.       Paid ads strategy/execution
• 2.       Search engine optimisation
• 3.       Digital channel optimisation and reporting
• 4.       Digital marketing budget

4.   Marketing and Sales Tech Stack Management:

• Manage and optimise the tech stack supporting Marketing and Sales teams, ensuring interoperability and efficiency across platforms.
• Own digital marketing data management and analytics/reporting platforms including GA4, Google Tag Manager, Google Search Console, Sistrix etc.
• Find optimisation opportunities compiling data from various sources including PPC, Social, Programmatic, TV, CRM into a single consumable data set
• Assess, recommend, and implement new technologies to enhance performance and improve data integration.
• Using a combination of tools (customer database, Google Analytics, other marketing platforms, etc.) to analyse customer journeys

5.    Reporting and Dashboarding:

• Develop and manage reporting and dashboards, delivering actionable insights that support decision-making for both Marketing and Sales.
• Implement metrics and KPIs for monitoring marketing and sales performance, pipeline health, and customer acquisition and retention.
• Work with GTM teams to ensure HubSpot becomes the source of truth for all CRM activity across Marketing and Sales, reducing the usage of manual spreadsheets where possible, and automating reporting.
• Create, manage, and maintain marketing performance dashboards (like Power BI, HubSpot, Looker Studio) to visualise marketing KPIs and other metrics for easy access by stakeholders
• Work with senior stakeholders to identify and develop business and marketing metrics and visualisations that will track marketing and business performance
• Stay updated with industry trends and advancements in BI/MA technologies and methodologies to continuously improve BI/MA processes

6.   Marketing and Sales Enablement:

• Drive enablement efforts for Marketing and Sales teams, ensuring they are well-trained in CRM usage, automation tools, and tech stack functionalities.
• Facilitate ongoing training, documentation, and support for teams to leverage systems effectively.
• Act as a bridge between Marketing and Sales, aligning goals, strategies, and operational efficiencies.
• Develop an onboarding strategy and resource library for new Marketing and Sales team members.

• Bachelor’s / Master’s degree in marketing or a related field
• Hands-on experience with CRM tools and platforms, with a strong understanding of their functionalities (HubSpot CMS Developer Certification preferred)
• Over 10 years’ experience in both lead generation and ecommerce, with proven experience in driving successful strategy for the HubSpot Enterprise Suite (including skills and experience across Marketing Hub, Sales Hub, Operations Hub, and CMS)
• Marketing automation experience building complex journeys/automations (using HubSpot) to support both marketing and sales
• Hands-on development and technical implementation of HubSpot attribution models and lead scoring qualification models
• Delivery of sales initiatives to improve performance including lead qualification and territory assignment automation, outbound prospecting tooling and dashboarding
• Proven experience leading and implementing successful martech stacks within a growing business along with experience of implementing seamless data and API integration solutions to enhance system interoperability
• Advanced technological knowledge of CMS website development and management (including HubSpot CMS and WordPress)
• Proven leadership of driving a data and insights culture, with examples of developing and building advanced BI tools and interactive dashboards (HubSpot and Looker Studio / Power BI) providing insights to multiple stakeholders across marketing, sales, operations and commercial finance
• Advanced knowledge covering strategic, technical, analytical, and performance areas of digital marketing of Google Analytics, Tag Manager, and AdWords
• Solid understanding of digital marketing channels, social media platforms, SEO/SEM, content marketing, and marketing automation 
• Analytical mindset with the ability to interpret data, ROI, draw actionable insights, and make data-driven decisions 
• Strong project management skills, capable of managing multiple campaigns and initiatives simultaneously 
• Experience in budget management, forecasting and financial analysis 

Annual Leave Entitlement: UK 25 days increasing an additional day after 3 years of service and again by an additional day after 10 years service - to a total of 27 days per annum.

Additional Leave: Office closure on the afternoon of before the 25th December and the 1st January each year.

Pension: UK Employee 4% and Employer 5%. The employer contribution increases with a step change % of 1% increase every 3 years to a max of 10%.

Weekly Hours: UK 37.5

Base: Office based in Swindon with some hybrid working available.

Annual bonus: Discretionary Annual Bonus (based on company and personal performance)

EAP: Employee Assistance Programme - available 24/7 phone line

Salary Sacrifice Electric Car Scheme

Employee Assistance Programme (EAP)

Refer a friend programme 

Shopping discount portal

Bring your dog to work

Free tea and coffee

Parking