CRM Manager

Job description / Role

1. CRM strategy & planning

Develop and implement a group-wide CRM strategy aligned with marketing and admissions goals to improve acquisition, retention, and satisfaction.
Define parent lifecycle stages (enquiry ? enrolment ? re-enrolment ? advocacy) and build targeted communication journeys for each.
Partner with school marketing teams and admissions to embed CRM best practices in daily operations.

2. Data, insights & segmentation

Own the CRM database structure and ensure data accuracy, segmentation, and compliance with data protection policies.
Work with analytics and digital teams to build dashboards and predictive models (e.g., churn probability, parent satisfaction).
Generate actionable insights on parent behaviour, lead conversion, and communication effectiveness.

3. Campaign management

Develop automated and personalized campaigns across email, SMS, app notifications, and WhatsApp through GEMS Connect and other digital platforms.
Create lead-nurturing and re-engagement programs that guide prospective parents through the decision-making process.
Manage campaign calendars around enrolment cycles, events, and key academic milestones.

4. Technology & integration

Manage and optimize CRM platforms (e.g., Salesforce, Zoho, or Dynamics), ensuring integration with GEMS Connect, school websites, and lead management systems.
Collaborate with IT and digital teams to ensure CRM infrastructure supports real-time data sync across systems.
Continuously evaluate new tools and automation technologies to enhance personalization and efficiency.

5. Collaboration & partnerships

Work closely with marketing, admissions, school leaders, and the GEMS Connect product team to unify communication and engagement efforts.
Partner with the finance and customer experience teams to integrate reminders, tuition payment journeys, and satisfaction surveys.
Train and mentor school-based marketing and admissions teams on CRM utilization and best practices.

Skills

• Strategic thinker with strong analytical and problem-solving abilities.
• Excellent communication and storytelling skills.
• Highly collaborative, able to work cross-functionally across marketing, digital, and admissions.
• Detail-oriented, organized, and comfortable with data and technology.
• Passionate about parent engagement and enhancing the education experience.
• Bachelor's degree in Marketing, Data Analytics, or related discipline (Master's preferred).
• Minimum 5-7 years' experience in CRM, data-driven marketing, or marketing automation, ideally within education, retail, or hospitality.
• Hands-on experience with CRM tools (Salesforce, HubSpot, Dynamics, or Zoho) and marketing automation systems.
• Strong data analysis skills and comfort with dashboards (Power BI, Tableau, or equivalent).
• Proven record of improving customer retention and satisfaction through targeted campaigns.

GEMS Education is committed to safeguarding and promoting the welfare of all of its students and staff. A UK-enhanced DBS or equivalent police check is a pre-requisite for all appointments.

About the Company

GEMS Education is a pioneering education company with an international network of award winning K-12 schools. Over the past 55 years GEMS has grown from one school to being a truly global company with one incredible mission – to make quality education available to every student. Over 20,000 education professionals unlock the potential of over 250,000 students across 14 countries each and every day, preparing children of all ages for real world success.