CRM Manager - Member Activation

A BOUT TIDE At Tide, we help SMEs save time and money in the running of their businesses by not only offering business accounts and related banking services, but also a comprehensive set of highly usable and connected administrative solutions, from invoicing to accounting. Tide is transforming the small business banking market and now supports over 2 million members globally across the UK, India, Germany and France. Using advanced technology, all solutions are designed with SMEs in mind. With quick onboarding, low fees and innovative features, we thrive on making data driven decisions to serve our mission: to help SMEs save time and money so they can get back to doing what they love. Tide facts: Tide is available for UK, Indian, German and French SMEs Over 2 million members: 900,000 UK and 1,100,000 in India and growing rapidly Over $300 million raised in funding Over 2,800 Tideans globally Recognised with Great Place to Work certification three years in a row, and among India’s Top 50 Best Workplaces in Banking, Financial Services, and Insurance in 2026 We have offices in Central London, with a member support and technology centre in Sofia, Bulgaria, technology centres in Serbia, Romania, Lithuania and Hyderabad and offices in Gurugram, New Delhi, Berlin, Paris and Luxembourg What we’re looking for: We’re looking for someone who is a strategic thinker, and strong on planning and deploying programmes of communications activity that balance member needs and business objectives. You’ll have strong stakeholder management skills and are comfortable in working in cross-functional, matrixed environments. You’ll own Tide’s early member lifecycle, working on engaging new members through effective activation marketing, maximising member lifetime value and optimising the overall member experience.You’ll be equally at home developing strategy, building automation, analysing results and working with stakeholders to take the story of performance to the business. As a CRM Manager you’ll be: Owning the early member lifecycle, welcoming and activating new members to the Tide platform via CRM channels within an established team with a track record of delivering against objectives and KPIs Building new automated and standalone campaigns and optimising existing journeys to drive early life next best actions for new members Developing and managing a CRM test-and-learn pipeline across multiple channels including in-app, push notification, email & SMS end-to-end, including ideation, execution, analysis and optimisation Analysing campaigns and journeys, reporting out to stakeholders on trends and recommendations and using data to define, build and maintain reporting dashboards to track CRM performance Working with a range of stakeholders from across the business to drive product adoption in early life communications, cross-selling and upselling where relevant to get members set up for success on their business journey Creating a seamless transition from approval to membership, working closely with the Member Accession Marketing team (MAM) to deliver a consistent journey from lead to member Driving initiatives forward with high levels of autonomy, sharing results and recommendations effectively What makes you a great fit: You have c.5 yrs of expertise in end-to-end CRM marketing across a number of sub-products and business units You’ve developed and delivered CRM strategies, demonstrating proven results against targets You have strong stakeholder management skills and maintain a focus on the customer need in business discussions You have hands-on experience with CRM platforms e.g. Salesforce Marketing Cloud, Iterable, Hubspot, Braze, and an understanding of HTML and CSS You have experience handling large amounts of data from different sources using BI tools e.g. Looker, Tableau, and experience in turning this data into insights You have experience in segmentation and targeting You have experience of testing different communication approaches You have