Email CRM & Automation Manager

Mumsnet is the UK’s largest and most influential community for parents, with millions of highly engaged users and one of the most active discussion platforms in the country. Threads on Mumsnet shape national conversations, influence purchasing decisions, drive cultural moments, and create extraordinary levels of repeat engagement and loyalty.

We are evolving how email works within that ecosystem.

Rather than treating email as a traditional newsletter publishing function, we are building a more dynamic, engagement-led approach focused on helping users discover the conversations, content and communities most relevant to them.

This is an opportunity to help shape the next phase of audience engagement at one of the UK’s largest community platforms.

The Role

We are looking for an ambitious and intellectually curious Email CRM & Automation Manager to help reinvent how Mumsnet uses email to drive engagement, retention and repeat visits.

AI will be a major part of this role. We are looking for someone excited by experimenting with new tools, workflows and approaches, and motivated by the opportunity to work at the forefront of how AI can improve personalisation, optimisation and audience engagement. 

This is not a traditional publisher CRM role focused primarily on producing and scheduling newsletter sends. You will help build a more personalised, behaviour-led and scalable engagement channel.

You will work across:

• Behavioural segmentation and targeting
• Automation and journey building
• Personalised and triggered sends
• Reporting and optimisation
• AI-assisted workflows
• Experimentation and testing
• Engagement and affiliate optimisation
• New ways of surfacing relevant discussions and content to users

You will also help explore how recommendation-style systems, behavioural signals and audience insight can shape the future of engagement at Mumsnet.

This role reports into the Head of Audience Revenue and works closely with Product, Editorial and Commercial teams.

What you’ll be doing:

• CRM, automation & audience engagement
• Own and evolve Mumsnet’s ESP and email automation infrastructure.
• Build and optimise onboarding, retention and reactivation journeys.
• Develop behavioural segmentation and targeting approaches to improve relevance and engagement.
• Support the development of personalised and automated email products.
• Help connect audience insight and user behaviour with CRM activity.

Performance & optimisation

• Monitor and analyse email performance, identifying trends, opportunities and optimisation priorities.
• Develop reporting and insight loops that help improve engagement, traffic and retention.
• Run structured experimentation across subject lines, content structures, journeys and send logic.
• Work with editorial, commercial and audience teams to identify high-performing content opportunities.

AI & workflow innovation

• Actively experiment with AI tools and workflows to improve productivity, insight generation, analysis, optimisation and automation.
• Explore practical ways AI can support CRM workflows, reporting, personalisation and audience engagement.
• Help ensure the team stays informed about emerging AI-assisted tools, workflows and opportunities.

Product & strategic development

• Contribute to the future direction of Mumsnet’s engagement strategy.
• Help rethink how email products should evolve alongside changing audience behaviours, recommendation systems and platform dynamics.
• Support experimentation around new formats, journeys and engagement approaches.

What success looks like:

• Clear improvements in traffic driven back to Mumsnet from email.
• Higher levels of repeat visitation, engagement and retention.
• Smarter and more scalable automation and behavioural targeting.
• Successful rollout of more personalised, automated and behaviour-led engagement approaches.
• Improved efficiency and learning loops through AI and automation.
• Strong collaboration across Editorial, Product, Audience and Commercial teams.
• Evidence of experimentation, curiosity and continuous optimisation.

What we’re looking for

We are less interested in years of experience and more interested in intellectual sharpness, curiosity, ambition and potential.

This role is ideal for someone who is excited by:

• CRM and automation
• Online communities and audience behaviour
• Experimentation and optimisation
• AI tools and workflows
• Engagement systems and personalisation
• Recommendation systems and behavioural targeting
• Building something more ambitious than a traditional publisher newsletter programme

We are looking for someone who:

• Learns quickly and enjoys solving problems
• Is highly curious about audience behaviour and engagement
• Is comfortable with data and performance analysis
• Can think strategically as well as execute operationally
• Enjoys experimentation and iteration
• Is highly organised and operationally reliable
• Is comfortable working with AI tools and exploring new workflows
• Is excited by the opportunity to help shape a major platform’s next phase of engagement growth

Hands-on experience working with ESPs, CRM systems, automation platforms and behavioural segmentation is important for this role. We are less concerned about specific industry background than we are about technical confidence, intellectual curiosity, strong problem-solving ability and the ambition to help build a more sophisticated, behaviour-led engagement programme.

This role will suit someone excited by using automation, audience insight, experimentation and AI to rethink how a major community platform drives engagement and retention at scale, rather than simply maintaining an existing newsletter schedule.

• Salary: £35,000 - £40,000
• Hybrid working — 2 days in the London office (Wednesday & Thursday)
• 10 Weeks Work from Anywhere
• ChatGPT Pro Account for AI learning
• Real autonomy and ownership from day one
• Buy More Holiday Scheme — Sometimes 25 days just isn't enough
• Cycle2Work Scheme*
• Employee Assistance Programme
• Mumsnet Workplace Pension Scheme
• Electric Vehicle Scheme*
• Leisure & Retail Perks via Perkbox
• BUPA Private Medical or Dental Cover*
• Enhanced Parental Leave
• Monthly Team Social Events
• Annual Team Bonus Opportunities

Benefits with an asterisk are eligible upon successful completion of probationary period.

Why work for us?

We focus on steady, sustainable growth, putting purpose (to make parents’ lives easier) before profit. We expect great performance, agility and collaboration in every role; cross-team working with talented, clever people is the best part of life at Mumsnet.

We embraced flexible and home working a long time before COVID, and we care much more about outputs than hours on the clock. We don’t only want to hire the best people: we want to retain them. If you need some flexibility, let us know and we’ll do our best.

We’re committed to diversity and equality and we think we’re second to none in the all-round support we offer to parents and carers at work. Working for Mumsnet means never having to pretend you don’t have a family or other commitments, and we promise never to keep you away from a school appointment.

We have a healthy line-up of monthly socials and sports teams, as well as an unhealthy line-up of staff parties at Kentish Town’s excellent pubs and restaurants.