Blue Light Card. Individually great, together unstoppable

The Role and the Team

We have an opportunity for an experienced CRM Automation Manager to join our CRM team and drive CRM efficiency and relevancy through scalable automation, personalisation, and technical innovation.

Reporting to the Senior Lifecycle CRM Manager, you’ll own the campaign logic and execution in Braze, using custom events, segmentation, and Liquid logic to deliver personalised, data-driven experiences.

You’ll be responsible for implementing real-time personalisation strategies and building scalable Liquid frameworks that adapt to member behaviour and preferences.

You’ll need to have a high level of technical fluency, from managing data feeds and dynamic content to using Connected Content, custom attributes, and event properties within Braze.

This is a rewarding opportunity to play a pivotal role in a highly data-led, member-focused organisation, directly contributing to a company that gives back to the Blue Light community.

What You’ll Do

• Own automated lifecycle journeys and campaign execution in Braze, building and optimising email, push, and in-app flows using custom events, segmentation, Liquid logic, and multi-channel triggers.

• Ensure journeys are personalised, timely, and data-driven to maximise engagement, retention, and member satisfaction

• Manage Braze integrations with our product and data systems and work closely with Tech and Product teams to set up API-triggered transactional communications for new product lines

• Maintain and enhance a library of modular email content blocks to empower the wider CRM team to create and edit campaigns efficiently and consistently, ensuring alignment with brand, accessibility, and performance standards and enabling personalisation

• Implement real-time personalisation using advanced Liquid logic, custom attributes, and event properties

• Build scalable frameworks for dynamic content to deliver relevant, personalised experiences based on member behaviour and preferences

• Manage the technical integrations between Braze and external partners as well as our product/data systems like our CMS, partnering with technical teams to ensure seamless data flow, robust event tracking, and a 360° view of the customer for CRM purposes

• Own the setup, tracking, and interpretation of key CRM metrics (e.g. conversions, engagement, A/B test results) to ensure performance is accurately measured and clearly reported

• Be responsible for selecting the right metrics and sharing insights proactively. This includes taking full ownership of A/B test design, measurement, and documentation to support continuous improvement across lifecycles.

What You’ll Bring

• Experience in CRM automation or lifecycle marketing, with strong hands-on experience using Braze to build and optimize multi-channel campaigns

• Highly technical and accustomed to working with APIs, event-based triggers, and marketing technology systems

• Comfortable managing data feeds, integrations, and building complex campaign logic Experience with Braze’s Connected Content and Liquid logic is a must, with the ability to build, troubleshoot, and adapt dynamic personalisation and content experiences using these tools

• A self-starter who can is resourceful in finding innovative solutions when obstacles arise

• Naturally curious with a strong ownership mindset – you love diving into new tools and trends, experimenting with features, and take full accountability for projects

Our Culture

Our mission is simple – make heroes happy. Our members are the real-life heroes who keep us all safe, cared for, and thriving. It’s what gets us up in the morning and pushes us to go further, think bigger, and create something that truly matters. By focusing on their happiness, we create amazing experiences, deliver unrivalled discounts, innovative products, and world-class service.

We don’t just follow the usual path - we look for smarter, bolder ways to deliver real impact. We take ownership, move fast, and work shoulder to shoulder to build something special.

We’re committed to building a diverse and inclusive team where everyone feels they belong. Different perspectives and experiences help us grow, innovate, and better reflect the communities we serve.

We promote hybrid working, and value in-person collaboration so encourage time in our offices, where you can make the most of our fully stocked snack drawers – either the HQ in Leicestershire, or London, Holborn office. The frequency and office location will vary depending on the role and team, we aim to be flexible, but we aren’t able to offer fully remote working. 

What We Offer

• Hybrid working and flexible hours

• 35 hour working week

• Free parking and EV charging onsite at HQ

• 25 days annual leave plus an additional day off for your birthday, and a buy and sell holiday scheme of up to 5 days

• A company bonus scheme

• Your own Blue Light Card and exclusive access to thousands of discounts

• Generous funded BUPA medical insurance covering pre-existing conditions

• Group auto-enrolment pension plan

• Enhanced parental leave and absence leave

• Healthcare cashback plan

• Employee assistance programme (including mental health support) and mental health first aiders

• Great social events e.g., festive party, summer party, team socials, sports matches

• Regular company-wide recognition events e.g. Monthly Light’s Up and The Shine awards

• Relaxed dress code and modern office space (games area, chill-out areas, book club, free drinks/snacks)

• Onsite gym at HQ (including access to free HIIT & stretch classes)

• Strong learning and development culture

#LI-Hybrid