CRM & Performance Marketing Specialist

About Carswell Gould

Carswell Gould is an established creative and marketing business with over 30 years’ experience delivering growth and progress for people, places and brands across the world. With a strong focus on driving measurable impact for our clients, we combine marketing strategy, creative thinking and technology to deliver work that performs.

As we continue to grow, we are expanding our capability and are looking to bring in additional Growth Specialists to strengthen how we deliver work across the business.

The Role

We’re looking for a proactive, hands-on CRM & Performance Marketing Specialist to lead CRM, marketing automation, paid advertising and campaign measurement across our client accounts.

You’ll be the named lead for these specialisms on each relevant client: you own the plan, deliver it, track the KPIs, and report on what’s working.

You’ll combine CRM and customer data with digital advertising and analytics to help our clients attract the right audiences, generate quality leads, build stronger customer relationships and grow revenue.

From developing automated customer journeys to creating and optimising advertising campaigns, you’ll take responsibility for turning marketing activity into measurable results.

This isn’t a back-room technical job. You’ll work with our Consultants, who own each client’s strategy, our Producers, who run delivery, and fellow specialists in creative, content, SEO and web. You’ll also work directly with clients’ marketing, sales and IT teams, making sure campaigns are effective, customer data is used intelligently, and performance is accurately measured.

What you’ll be doing

CRM and customer data

Auditing, setting up and improving clients’ CRMs, keeping data accurate, clean and compliant with GDPR.
Building segmentation that supports targeted communications (customer type, purchase history, product interest, lifecycle stage and more).
Setting up lead capture and pipelines so marketing and sales can see what’s converting.
Connecting CRM data with marketing activities to understand lead quality, customer behaviour and conversion outcomes.
Scoring CRM, email, automation, paid media and measurement in each new client’s MOS Diagnostic, and recording the baseline we measure against.

Email marketing and automation

Building, managing and improving automated workflows and customer journeys, from welcome and nurture to re-engagement and retention.
Planning and delivering segmented email campaigns that drive engagement and revenue.
Running A/B tests and using the results to keep improving performance.
Making sure every message sounds like the client’s brand, working from our creative team’s master brief.
Using customer data and campaign insights to improve targeting, personalisation and the effectiveness of automated communications.

Paid media and campaign management

Planning, creating and managing paid advertising campaigns across Google Ads, Meta, LinkedIn and other relevant platforms.
Researching and selecting keywords, audiences and targeting strategies to maximise campaign effectiveness.
Writing compelling ad copy, testing different messages and continuously optimising campaign performance.
Managing campaign budgets, bidding strategies and advertising spend to improve conversions and return on investment.
Monitoring campaign performance and making ongoing adjustments to targeting, keywords, creative and budget allocation.
Working with creative and web teams to improve advertising assets, landing pages and conversion rates.

Analytics, tracking and performance

Setting up, configuring and managing Google Analytics 4, Google Tag Manager and advertising platform tracking to measure campaign and website performance.
Implementing and maintaining conversion tracking, events, advertising pixels and UTM parameters across relevant marketing channels.
Building and maintaining performance dashboards and reports using tools such as Looker Studio.
Analysing and reporting on key performance indicators, including cost per lead, cost per acquisition, conversion rates, ROAS and ROI, where the necessary commercial data is available.
Connecting advertising and website analytics with CRM and sales data to understand which campaigns generate valuable leads and customers.
Translating campaign data into clear, actionable recommendations for clients, explaining what worked, what didn’t and what should change.
Identifying tracking issues and ensuring that marketing performance data is accurate, reliable and useful for decision-making.

Integration and insight

Working with our Tech Lead and clients’ IT teams to join up CRM, website, eCommerce, advertising and other business systems.
Ensuring marketing platforms and CRM systems work together to provide a clearer view of customer journeys, campaign effectiveness and commercial outcomes.
Spotting trends in the data and turning them into practical recommendations for acquisition, conversion, retention and cross-sell.
Helping clients understand how their marketing investment is performing and where opportunities exist to improve results.

Working as part of a team

Bringing the CRM, automation and performance marketing view to each client’s specialist kick-off: what you would do, the KPI it moves, and the time and cost.
Owning your specialisms’ KPIs and writing the monthly commentary for each client report: what worked, what didn’t, what you’d change.
Changing tactics within your agreed budget without waiting to be asked, and flagging anything that changes scope to the Producer.
Working closely with creative, content, web and technical teams to improve customer experiences and campaign effectiveness.

What we’re looking for

Proven, hands-on experience with CRM and marketing automation platforms such as HubSpot, Dotdigital, Salesforce or similar, and the confidence to pick up new ones quickly.
Solid experience in email marketing, customer segmentation, automated workflows and lifecycle marketing.
Experience managing CRM data and using it to improve lead generation, customer engagement and retention.
Proven experience planning, creating and managing paid advertising campaigns across Google Ads, Meta, LinkedIn and other relevant platforms.
Strong understanding of keyword research, audience targeting, ad copywriting, A/B testing and campaign optimisation.
Practical experience with Google Analytics 4, Google Tag Manager and conversion tracking, including implementing and troubleshooting tracking setups.
Confidence using marketing analytics and reporting tools, such as Looker Studio, to track performance and communicate results.
Experience managing advertising budgets and optimising spend to improve conversions, cost efficiency and return on investment.
Strong analytical skills and commercial awareness, with the ability to translate campaign data into clear, actionable recommendations.
Experience analysing and reporting on key performance indicators, including cost per lead, cost per acquisition, conversion rates, ROAS and ROI.
Experience working with creative and web teams to improve landing pages, user journeys and conversion rates.
Great attention to detail: you care about data hygiene, accurate tracking and doing things properly.
Confidence working with different people and teams: you can explain the same thing to a client’s commercial director, their IT team and our creative team.
The ability to manage several client accounts at once and keep each one moving.
Agency experience, or experience across both B2B and B2C, is a real plus.

What success looks like

Client data that’s accurate, organised and genuinely useful.
Segmented campaigns and automated journeys that drive measurable engagement, conversions and revenue.
CRM and marketing automation that support stronger customer relationships, retention and long-term loyalty.
Paid advertising campaigns that generate quality leads, conversions and measurable commercial results.
Campaign budgets that are actively managed and optimised to improve efficiency and return on investment.
Reliable tracking and clear performance reporting, helping clients understand the impact of their marketing activities.
CRM, automation and performance marketing KPIs that are tracked, reported clearly every month, and moving in the right direction.
Clients who see stronger marketing performance, better customer experiences and measurable business growth, and who stay with us because of it.
Continuous testing and optimisation of ads, landing pages and email campaigns to improve conversion rates and overall performance.
A clear understanding of which marketing channels and campaigns generate the most valuable leads and customers.
Better alignment between marketing and sales, ensuring leads are properly qualified, tracked and followed up.
Marketing insights that lead to practical improvements, rather than just reports and dashboards.

Why join Carswell Gould?

You’ll shape how our clients use CRM, digital marketing, data and automation, across a varied mix of organisations and sectors, and see the impact of your work in real terms.

You’ll be part of a team of specialists who work closely together, with a clear way of working that gives you ownership of your areas and the room to get on with it.

If you like the idea of combining data, creativity, marketing and real commercial impact, and you want to do it alongside people who take pride in doing things properly, we’d love to hear from you.