CRM Audience Specialist International

We are looking for a motivated and detail-oriented CRM Audience Specialist International to identify relevant and well-targeted first-party data segments for Merlin Entertainments. This role will be collaborating closely with the regional CRM teams, Performance Marketing teams, Direct Sales/Ecommerce teams and relevant digital agencies to build and deliver first-party data segments to increase paid media return, drive lower CPAs, build customer engagement, retention and conversion.

• Working with the regional Senior CRM Managers and Performance Marketing Managers to develop and manage CRM audience segmentation strategies based on customer data and behaviour.
• Create dedicated data filters for paid media activities in the existing Salesforce Marketing Cloud CRM database, according to briefings from GTM, CRM and Merlin Performance Marketing teams
• Utilize segmentation techniques such as RFV (Recency, Frequency, Value) analysis, behavioural, demographic, and lifecycle segmentation.

• Track, analyse, and report on activation of data segments on key performance indicators across CRM and paid media campaigns (e.g. click-through rates, conversion rates, CPA, ROAS).
• Provide insights and recommendations to optimise CRM efforts based on data-driven analysis.

• Work closely with the regional Senior CRM Managers to refine and enhance the CRM strategy through continuous AB testing of new data segments and continuous feedback loops.
• Collaborate with the marketing, performance marketing and ecommerce teams to ensure seamless cross-channel customer experiences.
• Keep up-to-date with industry trends, tools, and best practices including data protection, proposing new ways to enhance CRM activities and customer engagement.

• Ensure that all CRM campaigns and data builds comply with data privacy regulations (GDPR, APPI, PIPA, etc.).
• Maintain data accuracy and integrity within the CRM system while following best practices for data security.

The ideal candidate will have 2-4 years of experience in database and segment management, with a strong understanding of customer data, and performance tracking. You should have experience using CRM platforms (e.g., Salesforce, HubSpot, or similar), along with strong analytical skills and the ability to interpret data to drive actionable insights. You should be detail-oriented, highly organised, and have excellent communication skills, with a passion for improving customer experience and engagement. Experience in the leisure, travel, or entertainment industry is a plus, as is a deep understanding of customer behaviour and lifecycle marketing.

A Merlin job is like no other. Our values—Own Your Craft, Go Together, Enjoy the Ride, Drive & Discover, and We Care—guide the behaviors that set us apart. By living these values, we bring joy, create connections, and make lasting memories for our guests, while fostering a positive and supportive environment where everyone can thrive.