Equal Opportunities

At Transport for Wales we value diversity. It makes us stronger, helps us understand our customers better, make better decisions and be more innovative.  Everyone’s different and has their own perspective so we’re building a diverse team that mirrors the communities we serve. Through this we’re determined to be one of Wales' leading inclusive employers.  We’re creating an inclusive transport network that everyone in Wales can be proud of.

Who we are 

At Transport for Wales, we’re on a mission to transform transport in Wales and make it fit for the future, whether that’s rail, bus, walking or cycling. We want to inspire a nation to change the way it travels, so that we all travel more sustainably and help to combat the climate emergency we’re all facing.

We’re an open and inclusive place to work, where everyone is welcome and our people are supported to reach their full potential. We want to create an environment where our people can grow and succeed. This is key to enabling us to deliver on the promises we’ve made to the people of Wales to build a sustainable transport network that meets their needs.

Role responsibilities

The CRM Manager will take on the critical responsibility of defining and executing a data-driven CRM strategy. This role is essential for optimising the entire customer journey, with the goal of fostering strong customer loyalty and retention. By taking a strategic approach, the manager will directly contribute to maximizing conversion rates and generating sustainable, long-term revenue for the business. They will achieve this by leveraging customer data and insights to personalise communications and maximize engagement across all CRM channels.

• In conjunction with the Head of Performance and CRM, develop and execute a comprehensive CRM strategy, defining customer journeys, engagement touchpoints, and a clear roadmap to enhance customer loyalty, retention, and lifetime value across all Transport for Wales (TfW) services.
• Design, implement, and optimise automated and personalised communication flows across the customer lifecycle (acquisition, onboarding, engagement, retention, win-back) to drive desired customer behaviours and maximize conversions.
• Lead the planning, execution, and analysis of multi-channel CRM campaigns (e.g., email, push notifications, SMS, in-app messaging) to promote services, inform customers, and achieve specific marketing and business objectives.
• Leverage customer data to utilise and enhance our customer segmentation, enabling highly personalized communications and offers that resonate with different customer groups, improving engagement and conversion rates.

Who we’re looking for

• Degree qualified in a relevant area such as communications, marketing, journalism or have equivalent experience.
• Experience in CRM Strategy & Execution
• A clear understanding of how CRM initiatives contribute to key business metrics, including conversion rates, customer lifetime value (CLTV), and revenue growth.
• Experience in Customer Lifecycle Management

Welsh Language Skills

The ability to speak/write Welsh would make a great addition to your application, but it is not essential for this role.

Transport for Wales supports and promotes the use of the Welsh Language by employees and will encourage them to develop, improve and maintain their Welsh Language skills. We fully support our people who want to improve their Welsh language skills, and personal development for Welsh Language skills are offered in a variety of ways such as online learning, classroom courses and funding attendance at local community courses.

Next steps

Does this role sound like the opportunity you are looking for? Do you want to find out more? See attached Job Description for further details.

Transport for Wales is a disability leader. We are happy to discuss any reasonable adjustments you may need in the recruitment process or as part of the role if you are successful.

This advert will close at midnight on the day of the application closing date stated above. We do encourage you to submit your application as early as possible.

Please note, we reserve the right to close this vacancy early if we receive sufficient applications.

Note that you must hold the permanent right to work in the UK. We are not currently able to provide sponsorship.