CRM Lead, Tide
Membership Engagement Marketing
Business accounts for SMEs
Posted today
Business accounts for SMEs
1001+ employees
Posted today
1001+ employees
Company mission
To save businesses time and money - so they can get back to doing what they love.
Role
Who you are
- An enthusiastic approach to marketing within high growth scale-ups, backed by at least eight years of professional experience
- A demonstrated history of success in CRM and subscription growth, leveraging sophisticated automation and cross channel personalisation to drive measurable uplifts in premium tier revenue and member lifetime value
- A data driven mindset with the ability to translate complex trends into actionable insights, reporting on core subscription KPIs, churn metrics, and market standards
- Exceptional communication skills, with the capacity to influence stakeholders at every level while championing the value of our paid plan memberships
- Highly organised with a focus on operational speed and a genuine commitment to leading and developing people
- Previous exposure to SaaS, fintech, or b2b is considered a significant advantage
- Practical knowledge of Salesforce Marketing Cloud and Looker is highly desirable
What the job involves
- As a CRM Lead - Paid Plans, you'll take the 'big picture' for our paid plan subscription tiers, identify migration trends within it, and break it down to define the required actions to deliver an ambitious growth plan around our core revenue generating activity
- The key focus of this role is to drive paid plan adoption, upsell existing members, and retain subscribers across UK and EU markets, continually communicating the value and encouraging long term subscription loyalty
- You'll own the subscription contact strategy and lifecycle planning process while enabling, developing, and motivating your team to deliver a first class automation and personalisation programme
- This will incorporate multiple marketing channels and touchpoints, with the end goal to engage, nudge, and nurture our members into the right paid plan for their business
- Setting and launching the campaign strategy across paid plan upgrades, onboarding, and subscription retention
- Enabling your team by setting clear direction and clearing any roadblocks that may occur
- Providing coaching and direction, and taking pride in supporting your team in their development
- Monitoring, reporting, and presenting on subscription KPIs, upgrade conversion rates, ARR impacts, and campaign performance to Tide senior management and wider stakeholders
- Supporting the team with building, executing, and optimising campaign workflows tailored to different subscription cohorts
- Defining a full testing and personalisation roadmap to optimise the paid plan conversion funnel and reduce subscription churn. Supporting finance forecasting across Tide's strategic modes of discovery and premium tier growth
- Managing stakeholder relationships and supporting strategic thinking across Accession marketing, Engagement marketing, Marketing Analytics, and premium product development
- Driving wider cross-CRM best practice
Our take
Small businesses and sole traders are still underserved by most traditional banks. Tide is solving that problem by offering speedy, affordable and effective financial services tailored to SMEs.
Since its launch, Tide has gained considerable traction among small businesses. This is largely thanks to its fast onboarding times, low fees and the diversity of products, which include a number of accountancy tools. And headed up by a former RBS, C&A and Optanus executive, it is certainly in a unique position within the financial services market.
Having built a strong user base of over 1M customers globally, with 650,000 members in the UK. Through further expansion across Europe and continual addition of 'first-of-its-kind' features, Tide is well set to secure a larger market share.
Freddie
Company Specialist at Welcome to the Jungle
Insights
40% employee growth in 12 months
Company
Funding (last 2 of 9 rounds)
Sep 2025
$120m
GROWTH EQUITY VC
Jan 2023
$24.5m
GROWTH EQUITY VC
Total funding: $407.8m
Company benefits
- Flexible working:A flexible working policy that allows most teams to work from home when they need to
- Family-friendly leave: We go above and beyond the statutory requirement for maternity and paternity leave
- Paid volunteering leave: You’re encouraged to take three days a year as paid volunteering leave for your chosen charity or organisation
- Holiday leave: 25 days a year of paid holiday leave, plus bank holidays
- Sabbatical leave: Take a well-deserved break and come back refreshed
- Extra unpaid leave: Extra time off is available beyond your annual leave allocation
- We keep the team fed: Breakfast, snacks and hot drinks are provided daily, along with regular morning teas and catered events
- Personal development: Personal development budget is available for each Tidean to pursue additional training related to their role
- Private health cover: Private healthcare from Vitality, that includes the ability to earn discounts and rewards for having a healthy lifestyle
- Mental wellbeing : 24/7 Employee assistance, unlimited cognitive behavioural therapy, subsidised mindfulness and relaxation app
Company values
- Member first - We are passionate about our members and put them first. We challenge the status quo to deliver an exceptional product and service for them.
- One team - We work collaboratively to take action and deliver results. We are action-orientated and help each other across teams and locations.
- Data driven - We make decisions and gain insights by harnessing data. We monitor and measure the metrics that matter.
Company HQ
City of London, London, UK
Articles
Leadership
Dr Oliver Prill
(CEO)Began their career as a Consultant at McKinsey. They also held the role of CEO at both C&A Bank and Optanus, and was COO of Kreditech Holding before joining Tide in 2018.
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