CRM Manager

CRM Manager – Fixed Term Contract

Role Introduction:

Established in 1992, Applegreen is a leading convenience roadside retailer in the Republic of Ireland, the UK and the US in both large-scale Motorway Service Areas and Travel Plazas, as well as smaller petrol stations. The business has grown to over €3BN in annual revenue, operating 600 Motorway Service Plazas and forecourt sites internationally and employing over 16,000 people.

Applegreen is in a rapid growth phase and to support this ambitious growth we are seeking a CRM Manager to lead and execute our customer relationship management strategy as part of a strategic digital project. This is a 12-month fixed-term position forming part of the Group Commercial team, supporting all regions and reporting to the Group Head of Digital. The successful candidate will be a confident people person who can fit into Applegreenseamlessly and adopt a hands-on approach to their role.

Key Responsibilities:

• Customer Data Strategy: Lead the development and execution of a CRM and customer data strategy facilitating regionally relevant CRM activation.
• Customer Journeys & Automation: Design and optimise automated customer journeys across lifecycle stages and channels, ensuring relevance, personalisation, and regional adaptability
• Cross-Functional Collaboration: Partner with key stakeholders across marketing, digital, IT, and commercial teams to define CRM use cases and ensure data and system configurations align with business needs.
• Data Privacy & Compliance: Support the implementation of data privacy, consent, and compliance requirements in line with legal and regulatory requirements.
• Data Governance: Establish and maintain core data management practices.
• Tracking & Measurement: Define requirements for customer data tracking and analytics to support performance measurement and campaign optimisation.
• Change & Transition Management: Lead CRM-related communications.
• Performance Reporting: Develop and manage CRM reporting frameworks and dashboards to monitor outcomes.
• Marketing QA Support: Oversee testing of CRM campaign assets to ensure accuracy, personalisation, and compliance.
• Support the group digital strategyfrom concept through to implementation and ongoing continuous improvement.

The Candidate should have the following:

Qualifications, experience & skills

• Significant experience in customer relationship management or digital marketing automation (approximately 5+ years in a dedicated CRM role or similar), with a proven track record of driving successful CRM initiatives. This should include hands-on campaign management as well as strategic planning exposure.
• Strong proficiency in CRM platforms and marketing automation tools (experience with industry-standard CRM software and email/SMS campaign tools).
• Able to analyse customer data and campaign performance metrics to derive actionable insights. The ideal candidate is comfortable working with data (segmenting audiences, interpreting dashboard analytics) and has a data-driven mindset for decision making.
• Bachelor’s degree in Marketing, Business, Data Analytics, or related field.
• Advanced degree or certifications (e.g. GDPR, CRM) are a plus.

Additional key skills & attributes:

• Experience leading CRM efforts through a transformation or growth phase of a company is highly desirable.
• Experience working on global programmes with local market execution.
• Project management skills with the ability to manage multiple projects, competing priorities and fast-paced environment.
• A ‘can do’ attitude and a positive solution focused mindset.
• A dynamic individual who adapts well to change and can thrive in a rapidly growing organisation that continues to evolve.
• Be a self-starter and also be able to work collaboratively as a member of a highly interdependent team across many parts of Applegreen.
• Is resilient, calm under pressure and comfortable dealing with ambiguity.
• Excellent written and verbal communication skills, with a keen eye for detail.
• Exceptional interpersonal skills, and ability to engage and develop relationships with individuals at all levels of the organisation.
• Has strong commercial acumen and a focus on delivering value to the business.
• Willing to travel ad hoc if required in addition to supporting out of hours as required.

Illustrative Application & Screening Process (subject to change):

Application Process:

• Please submit an up to date tailored CV (max 2 pages).

Interview & Selection Process:

• Two interview rounds will be required for this role.