As a Senior CRM Manager at Blacklane, you’ll be part of the Global Blacklane CRM team, helping shape and deliver CRM strategy for the business at a global level. You’ll own a defined CRM area end-to-end, turning business priorities into clear lifecycle plans that drive retention, ride frequency, and long-term customer value across markets.
This is a 12-month fixed-term maternity cover contract. In this role, you’ll lead one CRM Manager, giving them clear direction, coaching, and support, while remaining hands-on in the strategic development of your area. You’ll work closely with Product, Data, Analytics, Brand, Creative, Performance Marketing, and local stakeholders to ensure CRM initiatives are strategically sound, operationally robust, and aligned with Blacklane’s broader goals.

At Blacklane, we measure success by the meaningful change that each team member creates.
In this role, you’ll:

• Own the CRM roadmap for your area, prioritising work based on business value, guest impact, and team capacity, and ensuring the most important initiatives land well.
• Lead the lifecycle strategy and orchestration for your remit, ensuring journeys work together coherently across channels and that conflicting or overlapping comms are resolved thoughtfully.
• Set and steward segmentation and contact strategy for your area, ensuring targeting is consistent, scalable, and protective of guest experience and email health.
• Drive a strong experimentation and measurement culture within your remit, shaping the testing roadmap, selecting the right methodologies, and using results to decide what to scale, refine, or stop.
• Employ CRM operational excellence across tooling and data for your area, partnering with Product, Data, Engineering, and MarTech to improve the capabilities that unlock stronger CRM outcomes.
• Own content planning for your remit, ensuring CRM storytelling supports lifecycle and commercial goals while remaining premium, coherent, and aligned with the Blacklane brand.
• Line manage and develop one CRM Manager, providing coaching, feedback, prioritisation support, and clarity on goals and ownership.
• Represent your CRM area in cross-functional forums, communicating clearly on priorities, risks, trade-offs, and performance, and helping stakeholders align around the right decisions.

Here’s what your journey at Blacklane could look like during this maternity cover:

• 0–3 months: Understand the landscape and sharpen priorities
  • Build a strong view of the current CRM landscape across journeys, audiences, performance, tooling, and ways of working within your area.
  • Align with key stakeholders on the biggest opportunities, dependencies, and trade-offs within your remit.
  • Build a strong working relationship with your direct report and establish clear expectations, ownership, and ways of working.
  • Identify quick wins, operational risks, and the highest-value improvements to pursue first.
• 3–9 months: Drive the roadmap and raise the standard
  • Deliver a focused roadmap of lifecycle, segmentation, experimentation, and content improvements that create measurable impact.
  • Strengthen collaboration with Product, Data, Analytics, Brand, and Creative so CRM plans are well integrated and scalable across the global business.
  • Support and develop your CRM Manager through regular coaching, feedback, and prioritisation guidance.
• 9–12 months: Scale impact and build for the next chapter
  • Consolidate learnings into stronger playbooks, routines, and roadmap decisions for your area.
  • Scale the initiatives that are working, stop or reshape those that are not, and ensure your area is set up for sustainable impact rather than reactive delivery.
  • Leave behind a clear, well-prioritised roadmap and strong foundations for the next chapter of the global CRM strategy.

You’ll thrive in this role if:

• You’re deeply customer-centric and care about building CRM experiences that are relevant, respectful, and genuinely valuable.
• You’re a strong strategic thinker who can translate business goals into clear CRM plans, and then turn those plans into action.
• You’re comfortable operating across both detail and altitude - from journey logic and targeting guardrails to roadmap decisions and stakeholder alignment.
• You’re confident challenging weak assumptions, ambiguous asks, or short-term ideas that could undermine guest experience or long-term value.
• You have a strong growth mindset and create space for learning, iteration, and continuous improvement in both your own work and the work of others.
• You enjoy working in a fast-moving, cross-functional environment where strong collaboration and clear communication are critical to success.

You’ll also bring:

Own organic growth strategy and performance

• Define and own the organic growth strategy for Blacklane across SEO, content, and AI‑influenced discovery (LLMs, AI Overviews, Answer Engines, et al).
• Set clear objectives for organic channels (traffic, new customers, bookings, revenue contribution, efficiency) and how they support overall financial objectives.
• Ensure organic activity is integrated with product and web, brand campaigns, country and cluster priorities, and paid media plans.
• Maintain a prioritised roadmap that balances technical foundations, content, AEO/answer engine work, and conversion improvements.

Lead and grow the team

• Line manage and support the Organic Growth team, setting direction, giving regular feedback, and creating space for progression.
• Run effective operating routines: weekly performance reviews, backlog and pipeline reviews, test reviews, and quarterly planning.
• Create a working culture that values clarity, ownership, experimentation, and strong execution.

Build scalable ways of working

• Design and embed processes for experimentation and prioritisation so the team is always working on the highest‑impact initiatives.
• Develop Blacklane’s approach to AEO: how we appear, are understood, and are cited in the age of AI
• Work with Performance Marketing, MarTech, Data and Engineering to unlock tooling, automation and data that make organic work faster, more reliable, and easier to scale (e.g. landing page systems, structured data, monitoring, dashboards).
• Make sure we are investing in both quick wins (e.g. high‑impact pages, technical fixes, CRO improvements) and longer‑term compounders (e.g. architecture, content systems, programmatic surfaces).

Measure, learn, and communicate impact

• Define the measurement framework for organic channels, including traffic, bookings, performance, contribution to CAC and LTV, and emerging AI‑related visibility metrics.
• Build a test‑and‑learn agenda with well‑defined hypotheses, robust experiment design, and honest post‑mortems.
• Translate performance into clear narratives and recommendations for stakeholders, including what we should start, stop, or scale.

Lead cross‑functional collaboration

• Work closely with Product and Engineering to ship the technical, structural, and UX changes required for search and AI‑driven discovery.
• Partner with Brand/Comms and regional marketing teams so local moments (events, partnerships, stories, use cases) show up in our organic footprint.
• Represent organic growth in planning forums and ensure the channel has a clear voice in discussions around investment and trade‑offs.
• Share knowledge and guidance with content creators, marketers, and product teams so they can build with organic and AI discovery in mind.

Plan for the future

• Help shape the future design of the organic growth function at Blacklane as the channel matures.
• Stay close to changes in search, AI products, and discovery behaviour, and turn them into concrete, prioritised actions for the team.
• Identify when additional headcount, partners, or tools are needed to unlock the next step‑change in performance.

Own organic growth strategy and performance

• Define and own the organic growth strategy for Blacklane across SEO, content, and AI‑influenced discovery (LLMs, AI Overviews, Answer Engines, et al).
• Set clear objectives for organic channels (traffic, new customers, bookings, revenue contribution, efficiency) and how they support overall financial objectives.
• Ensure organic activity is integrated with product and web, brand campaigns, country and cluster priorities, and paid media plans.
• Maintain a prioritised roadmap that balances technical foundations, content, AEO/answer engine work, and conversion improvements.

Lead and grow the team

• Line manage and support the Organic Growth team, setting direction, giving regular feedback, and creating space for progression.
• Run effective operating routines: weekly performance reviews, backlog and pipeline reviews, test reviews, and quarterly planning.
• Create a working culture that values clarity, ownership, experimentation, and strong execution.

Build scalable ways of working

• Design and embed processes for experimentation and prioritisation so the team is always working on the highest‑impact initiatives.
• Develop Blacklane’s approach to AEO: how we appear, are understood, and are cited in the age of AI
• Work with Performance Marketing, MarTech, Data and Engineering to unlock tooling, automation and data that make organic work faster, more reliable, and easier to scale (e.g. landing page systems, structured data, monitoring, dashboards).
• Make sure we are investing in both quick wins (e.g. high‑impact pages, technical fixes, CRO improvements) and longer‑term compounders (e.g. architecture, content systems, programmatic surfaces).

Measure, learn, and communicate impact

• Define the measurement framework for organic channels, including traffic, bookings, performance, contribution to CAC and LTV, and emerging AI‑related visibility metrics.
• Build a test‑and‑learn agenda with well‑defined hypotheses, robust experiment design, and honest post‑mortems.
• Translate performance into clear narratives and recommendations for stakeholders, including what we should start, stop, or scale.

Lead cross‑functional collaboration

• Work closely with Product and Engineering to ship the technical, structural, and UX changes required for search and AI‑driven discovery.
• Partner with Brand/Comms and regional marketing teams so local moments (events, partnerships, stories, use cases) show up in our organic footprint.
• Represent organic growth in planning forums and ensure the channel has a clear voice in discussions around investment and trade‑offs.
• Share knowledge and guidance with content creators, marketers, and product teams so they can build with organic and AI discovery in mind.

Plan for the future

• Help shape the future design of the organic growth function at Blacklane as the channel matures.
• Stay close to changes in search, AI products, and discovery behaviour, and turn them into concrete, prioritised actions for the team.
• Identify when additional headcount, partners, or tools are needed to unlock the next step‑change in performance.