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CRM Marketing — if you know, you know. It is the part of marketing that combines data, creativity, and commercial instinct to move customers at exactly the right moment. And nowhere is that more true than in upsell.
Our Upsell & Revenue Expansion programme is one of the best-performing workstreams in the business. It is led by an experienced CRM manager who owns its strategy and commercial outcomes. We are looking for someone to join that team — taking on meaningful execution from day one and growing into a genuine contributor to how the programme evolves across all brands.
The strategic direction is set, but there is real room to bring your thinking. The best experiment ideas often come from the person closest to the data. We want someone who is commercially curious, notices patterns others miss, and is not shy about raising a hypothesis or challenging an assumption — as long as they can back it up.
If you want focused ownership of a real revenue workstream, a front-row seat to how high-performing CRM operates, and the space to grow into broader ownership over time, this is the role.
Build and configure upsell campaigns and canvases in Braze — audience logic, offer triggers, message variants, timing, and channel routing — working within frameworks set by the workstream lead.
Execute the upsell campaign calendar with precision: audience setup, content population, QA, and launch on schedule.
Work within established offer structures, discount logic, and eligibility rules — understanding the commercial rationale behind each so you can flag anything that looks off.
Track and report on upsell KPIs — conversion rate, revenue per transaction, AOV, channel engagement — and deliver structured post-campaign summaries to the lead.
Go beyond reporting: analyse performance with a commercial lens, identify patterns, and bring hypotheses about what could be improved to planning conversations.
Support the design and execution of A/B tests — helping to define variants, build them in Braze, and document results with clear, actionable conclusions.
Over time, develop and pitch your own experiment ideas grounded in data — audience refinements, offer timing, message framing, discount sensitivity — and work with the lead to prioritise and test them.
Maintain upsell audience segments in Braze — keeping eligibility logic, exclusion rules, and offer targeting aligned with the lead's current definitions.
Monitor audience quality signals — list size trends, complaint rates, engagement by segment — and surface concerns before they affect programme performance.
Raise structured requests to CRM Ops for new data attributes or event signals that could sharpen targeting, as directed by the lead.
Run rigorous pre-send QA on every upsell campaign: rendering, link validation, audience confirmation, discount logic check, and personalisation accuracy.
Maintain operational documentation for the upsell workstream — canvas notes, naming conventions, performance logs — keeping them accurate and up to date.
Escalate anomalies, unexpected audience sizes, or content issues to the lead before any campaign goes live.
Work closely with the workstream lead — contributing to sprint planning, campaign reviews, and retrospectives as a thinking partner, not just an executor.
Brief creative teams with context-rich, commercially grounded inputs: audience intent, offer rationale, tone direction, and performance benchmarks.
Build your commercial CRM instincts: understand the product catalogue, pricing mechanics, and subscription dynamics well enough to know when a campaign decision feels commercially off.
1-3 years in CRM, lifecycle, growth marketing, or a related digital marketing role — hands-on execution is essential.
Exposure to a marketing automation or engagement platform at any level (Braze preferred; Salesforce Marketing Cloud, Oracle Marketing Cloud, Iterable, or similar considered).
Some experience working on commercially-oriented campaigns — conversion, retention, upsell, or promotional — is a meaningful advantage.
Experience interpreting campaign performance data and drawing conclusions from it, even informally.
Commercially curious: you want to understand how CRM decisions translate into revenue, not just what button to press.
Analytically capable: you can read a performance dashboard, identify what stands out, and form a view on what it means.
Detail-oriented: you understand that in a revenue workstream, execution errors have a direct commercial cost.
Clear and proactive communicator: you flag issues early, update the lead without being chased, and bring ideas in a way that is structured and easy to act on.
HTML/CSS and SQL are nice to have but not required.
Commercially motivated: you care about the revenue number and feel a genuine pull to improve it.
Curious and idea-generating: you notice things in data and customer behaviour that spark hypotheses, and you are not shy about raising them.
Collaborative and humble: you work within a team that has a lead for good reason — you contribute your thinking while respecting the direction that is set.
Growth-oriented: you are building your CRM expertise and you want to grow into more ownership over time.
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ExpressVPN is a consumer cybersecurity company that provides a virtual private network (VPN) service, offering encrypted internet connections, online privacy protection, and access to geo-restricted content. It serves individual consumers globally with apps across desktop, mobile, and other platforms.
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