CRM & Insights Manager

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CRM & Insights Manager

Full-time · Dundee

Salary: £27,900 - £32,082

Contract type: Permanent

Reporting to: Head of IT and Digital

Department: Audiences and Media

Who are we?

We are Scotland’s design museum. Designed for everyone, firing imaginations and sparking curiosity in design across Scotland and around the world. At V&A Dundee we are on a mission to inspire and empower through design.

Design shapes our world, it's part of everyday life and it's everywhere. We are a museum with energy and have a vision of the future where everyone is inspired through design and recognizes its far-reaching impact in our lives.

We are a welcoming place for people of Dundee to explore design and to use as an everyday part of their city, as well as inviting visitors from around the world. We are part of the V&A family of museums that celebrate creativity in all its forms from across centuries, for everyone.

Role profile

The CRM & Insights Manager is responsible for leading effective and efficient management of customer data at V&A Dundee across ticketing, retail, membership and CRM systems. The role will lead on data and insights for the museum to inform audience development, evaluation and reporting for key stakeholders. The role oversees the operation and development of these systems, working across departments to maximise income generation by embedding activation strategies to grow income, data, loyalty, support and attendance.

Duties and Responsibilities

  • Support the Head of IT and Digital to deliver an integrated and responsive IT service focused on CRM and ticketing platforms which will support the operation of the museum, its public and business objectives.
  • Play a pivotal role in building loyalty, repeat visits and income generation in collaboration with the Marketing and Membership teams.
  • Develop, implement and manage an insight-led CRM strategy defining how the organisation manages customer relationships, from visitors to members to external stakeholders.
  • Lead the organisations approach to GDPR, ensuring policies and guidelines in place around collection and use of data.
  • Define and lead cross departmental data acquisition plans to inform audience development ambitions and targets.
  • Support the development and management of the organisations data dashboards and reporting mechanisms.
  • Analyse and evaluate data to provide reporting, evidence-based recommendations, and support for services to achieve organisational objectives and defined performance measures.
  • Creation and delivery of an overarching retention and acquisition strategy, including data driven segmentation.

  • Use data to analyse customer satisfaction and market research to identify the latest strategies to improve, build and strengthen customer relationships.
  • Project manage all upgrades to existing customer systems, troubleshooting on issues and any changes and migrations.
  • Implement and maintain legal compliance and full business continuity protocols for customer systems and related areas, ensuring particularly that the front of house team is fully supported in any instance of systems failure. 
  • Generate and manage regular customer data reporting to internal team as well as external partners including Dundee City Council, the V&A, ALVA and ASVA.
  • Work with team leads for each customer system to analyse and report on data to support the growth of income, loyalty, support and attendance.
  •  Work with the directors of Audiences & Media and Operations to ensure effective pricing structures are in place.
  • Provide cover for the IT & Business Intelligence Officer during periods of annual leave.
  • Be available out-of-hours in emergencies or to respond to urgent ticketing, retail or CRM business continuity issues on an occasional basis.
  • Any other duties determined to be reasonable for this position.

Person specification


  • Hands-on experience of planning, setting up and managing customer systems, contact databases, ticketing, retail and other associated systems.
  • Experience of developing and running of cross-organisational customer systems including Customer Relationship Management and Box Office solutions in a public-facing organisation.
  • Extensive knowledge of customer acquisition and retention strategies.
  • Experience and clear understanding of marketing funnel.
  •  Experience of revenue management.
  • Experience in providing and delivering internal user service and user training of systems.
  • Experience of appointing and effectively managing external suppliers.
  • Demonstrable experience of working collaboratively with partners to deliver projects.
  • Ability to analyse options, problem solve and innovate.
  • Ability to analyse, interpret and compile management reports.

  • A strong communicator with the ability to gain commitment of others to achieve business and operational outcomes.

  • Excellent project management, highly organised, with ability to plan and prioritise workload.

  • Self-motivated, proactive and willingness to ‘go the extra mile’.

  • Relevant degree or equivalent significant experience.


  • Knowledge of data management in cultural environments and enabling marketing, learning, access, income generation and fundraising.

  • Knowledge of PowerBI, Spektrix, Shopify, Artifax, Payment Gateway or similar systems.

  • Experience of integrating systems.

  • Experience of developing and delivering loyalty models, membership schemes and programmes in a public-facing organisation.

Deadline for applications: no later than 11.59, 26 February 2024. Interviews will be held on 05 March 2023.

This is a full-time position, working 37.5 hours per week working in a hybrid flexible environment with a mixture of home working and working from our museum in Dundee. We offer a generous package including 38 days holiday, pension scheme, company sick pay, entry to V&A Dundee paid exhibitions and many more discounts and benefits.

We encourage all employees to live within regular commuting distance of V&A Dundee and all employees are responsible for covering home to work costs of travel and accommodation. We encourage all employees to be visible within V&A Dundee, be part of the city and region where we are based and to meet the operational needs of the museum. For instance, this could be networking out of normal hours, being able to cover colleagues and able to attend events in Dundee and the region at relatively short notice.   

We are an equal opportunity employer and encourage applications from everyone and do not discriminate on the basis of race, religion, gender, sexual orientation, age, marital status, disability or any other protected characteristics.

V&A Dundee is aware that working more flexibly is a central element of attracting and retaining disabled people in the labour market. We encourage you to apply if you define yourself as disabled under the Equality Act 2010 (including deaf or neurodivergent).

If you require any adjustments during the recruitment process, such as receiving the interview questions in advance or documents in an alternative format, please let us know via the email below. 

If you have any issues with your application, please email: