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Job Description Summary

Job Description

JOB TITLE: Head of CRM & Growth Marketing (Fixed Term Contract)

LOCATION: London

SALARY: £126,523 - £146,850

HOURS: 35 hours, full time

WORKING PATTERN: Our work style is hybrid, which involves spending at least two days per week, or 40% of our time, at one of our office sites.

About this opportunity

We’re looking for an experienced CRM and Growth Marketing leader to help our Consumer businesses grow faster by bringing together customer acquisition, lifecycle engagement and relationship deepening across paid and owned channels.

You’ll lead the development and execution of data-driven growth and CRM strategies across our portfolio of products and brands. This means acquiring new customers efficiently, using data and decisioning to create more relevant communications, and building valuable, long-term customer relationships.

You’ll combine strategic leadership with strong technical and commercial judgement. You’ll understand the detail behind performance marketing, CRM, personalisation and measurement, but you’ll be able to simplify it for others and make clear decisions based on customer and commercial outcomes rather than vanity metrics.

We work in a matrix structure where Full Funnel Marketing teams partner with specialist Accelerators to build and deliver integrated marketing plans. You’ll therefore be an outstanding collaborator, deploying your expertise and teams against the organisation’s biggest growth opportunities while creating clarity over priorities, outcomes and accountability.

This is a mat leave cover role, so we need someone who can establish credibility quickly, maintain momentum against existing priorities and confidently lead the next phase of our CRM and growth agenda.

What will I be doing?

• Lead the integrated CRM and growth strategy across the customer lifecycle, connecting acquisition, engagement, retention and deepening activity to deliver measurable incremental growth.
• Partner with Full Funnel Marketing teams to translate business priorities into data-led customer strategies, deploying CRM and Growth specialists into agile, cross-functional teams to design and optimise activity.
• Lead digital customer acquisition across channels including paid search, display, affiliates, programmatic, SEO, ASO, retargeting, referral and app marketing, ensuring investment is managed to clear commercial outcomes and return on investment.
• Define and implement the overarching CRM strategy, establishing clear frameworks for audience, channel, cadence and customer contact across email, internet banking, in-app and push communications.
• Utilise customer decisioning and personalisation, using customer data, segmentation and behavioural insight to surface the right message, proposition or experience to the right customer at the right time.
• Own a clear test, learn and scale approach, ensuring activity is designed with robust measurement, successful interventions are automated and scaled, and learning is shared transparently across Marketing.
• Oversee relevant paid-media investment and discretionary customer communications, balancing commercial opportunity, customer experience and channel capacity to achieve the best overall outcome.
• Strengthen marketing effectiveness and measurement, ensuring the right Adtech, MarTech, tracking, attribution and performance frameworks are in place to show how results are being achieved.
• Drive greater speed, automation and efficiency, working closely with Platform and Technology teams and making practical use of automation and artificial intelligence to improve workflows and accelerate delivery.
• Lead key agency and partner relationships, including the media agency relationship, ensuring partners deliver strong critical thinking, executional excellence and commercial value.
• Inspire and lead the CRM and Growth teams, creating clarity around the most important problems, maintaining high standards and building a collaborative, inclusive culture in which people can do their best work.

Why Lloyds Banking Group

We’re transforming at pace. Investing billions in our people, data and tech to change the way we meet the needs of our 28 million customers. We’re growing, and we’d love you to be part of the journey. 

What you’ll need

• Integrated CRM and Growth Leadership: Deep experience developing strategies that connect customer acquisition with lifecycle engagement, retention and relationship deepening to deliver sustainable commercial growth.
• Performance and Digital Marketing: Proven leadership across paid search, display, affiliates, programmatic, SEO, ASO, retargeting, referral and app marketing, with strong experience managing investment to clear customer-acquisition, conversion and value outcomes.
• CRM, Personalisation and Decisioning: Proven experience using customer data, segmentation, behavioural insight and decisioning capabilities to optimise audience, channel, cadence and content across the customer lifecycle.
• Measurement and Optimisation: Strong analytical and commercial judgement, with experience establishing tracking, testing, attribution and measurement approaches that demonstrate incrementality and support informed investment decisions.
• Technology, Automation and Innovation: Practical experience applying MarTech, Adtech, automation and artificial intelligence to improve personalisation, operational efficiency and speed to market.
• Senior Leadership and Management: Proven experience managing significant budgets, agency relationships, workflows and marketing risk, alongside leading specialist teams through periods of change and delivery.
• Collaboration and Influence: The ability to work effectively across a matrix organisation, make difficult trade-offs and build strong relationships with senior customers, peers and cross-functional partners.
• Values and Behaviours: You’ll think “we”, not “me”. You’ll be humble, curious and highly collaborative, creating clarity without competing for jurisdiction and building an inclusive, psychologically safe environment where dedicated people can achieve amazing things together.

This is a place for you

Our ambition is to be the leading UK business for diversity, equity and inclusion supporting our customers, colleagues and communities and we’re committed to creating an environment in which everyone can thrive, learn and develop.

We’re disability confident. So if you’d like reasonable adjustments to be made to our recruitment processes, just let us know. 

We also offer a wide ranging benefits package, which includes:

• A generous pension contribution of up to 15%
• An annual performance related bonus
• Share schemes including free shares
• Benefits you can adapt to your lifestyle, such as discounted shopping
• 30 days’ holiday, with bank holidays on top
• A range of wellbeing initiatives and generous parental leave policies 

Want to do amazing work, that’s interesting and makes a difference to millions of people? Join our journey. 

At Lloyds Banking Group, we're driven by a clear purpose; to help Britain prosper. Across the Group, our colleagues are focused on making a difference to customers, businesses and communities. With us you'll have a key role to play in shaping the financial services of the future, whilst the scale and reach of our Group means you'll have many opportunities to learn, grow and develop.

We keep your data safe. So, we'll only ever ask you to provide confidential or sensitive information once you have formally been invited along to an interview or accepted a verbal offer to join us which is when we run our background checks.  We'll always explain what we need and why, with any request coming from a trusted Lloyds Banking Group person. 

We're focused on creating a values-led culture and are committed to building a workforce which reflects the diversity of the customers and communities we serve. Together we’re building a truly inclusive workplace where all of our colleagues have the opportunity to make a real difference.