Head of CRM

About us

We are champions of rail, inspired to build a greener, more sustainable future of travel. Trainline enables millions of travellers to find and book the best value tickets across carriers, fares, and journey options through our highly rated mobile app, website, and B2B partner channels. 

Great journeys start with Trainline 🚄 

Now Europe’s number 1 downloaded rail app, with over 125 million monthly visits and £5.9 billion in annual ticket sales, we collaborate with 270+ rail and coach companies in over 40 countries. We want to create a world where travel is as simple, seamless, eco-friendly and affordable as it should be. 

Today, we're a FTSE 250 company driven by our incredible team of over 1,000 Trainliners from 50+ nationalities, based across London, Paris, Barcelona, Milan, Edinburgh and Madrid. With our focus on growth in the UK and Europe, now is the perfect time to join us on this high-speed journey. 

About the Role

As Trainline continues to mature in the UK and international markets, our retention strategy is becoming increasingly important. CRM is a core growth lever, delivering personalised, data-driven experiences across owned channels to drive incremental monthly active customers (iMAC), transaction frequency and lifetime value.

Reporting to the Growth Director, you’ll lead a multi-disciplinary, multi-geo CRM function across the full customer lifecycle. You’ll bring clarity, pace and strong leadership, taking full ownership of CRM performance and setting a high bar for impact and accountability.

This role is ideal for someone with deep experience in the travel and accommodation sector within a fast-paced, tech-first, high-growth environment. The ideal candidate will have a strong customer mindset and a proven track record of growing and evolving CRM functions.

What You Will Do 🚄

• Own and deliver iMAC, transaction frequency and lifetime value from CRM, driving retention and repeat behaviour across markets, and establishing CRM as a primary driver of commercial performance

• Lead the CRM team across lifecycle, operations and tech/reporting, setting clear priorities and standards while building a culture of accountability, pace and performance

• Define and execute a global lifecycle strategy, shifting from campaign-led to customer-centric execution; advancing personalisation and real-time orchestration using data science and behavioural signals

• Build a high-velocity experimentation engine with clear hypotheses and measurable outcomes, enforcing rigorous performance standards with clear visibility of incrementality

• Own and evolve the CRM tech stack (including Braze), improve measurement, and act as the senior CRM voice across the Customer Growth pillar, driving alignment and embedding CRM in product and commercial strategies

What we are looking for 🔍

• Experience leading a large CRM team in a tech, digital or e-commerce environment, with the ability to manage complexity across multiple markets and stakeholders

• Deep expertise in app-first CRM, experimentation and personalisation, with a track record of reshaping and evolving CRM functions and ways of working

• A combination of customer and analytical mindset, with strong strategic capability and a proven ability to work effectively across functions and influence senior stakeholders in fast-paced environments

• Strong knowledge of Braze and CRM platforms that support multichannel customer engagement, with the ability to own and evolve the tech stack

• Experience working closely with data teams on segmentation, customer insight and measurement, with enough fluency to guide decision-making and drive attribution clarity

• An AI-first mindset, with curiosity about emerging AI-driven CRM capabilities and their application within modern marketing technology

• A confident people leader with the credibility, resilience and communication skills to lead through change, drive accountability and bring others with you

More information:

Enjoy fantastic perks like private healthcare & dental insurance, a generous work from abroad policy, 2-for-1 share purchase plans, an EV Scheme to further reduce carbon emissions, extra festive time off, and excellent family-friendly benefits. 

We prioritise career growth with clear career paths, transparent pay bands, personal learning budgets, and regular learning days. Jump on board and supercharge your career from day one! 

We're operate a hybrid model to work and ask that Trainliners work from the office a minimum of 60% of their time over a 12-week period. We also have a 28-day Work from Abroad policy.

Our values represent the things that matter most to us and what we live and breathe everyday, in everything we do: 

• 💭 Think Big - We're building the future of rail 

• ✔️ Own It - We focus on every customer, partner and journey 

• 🤝  Travel Together - We're one team 

• ♻️ Do Good - We make a positive impact 

We know that having a diverse team makes us better and helps us succeed. And we mean all forms of diversity - gender, ethnicity, sexuality, disability, nationality and diversity of thought. That's why we're committed to creating inclusive places to work, where everyone belongs and differences are valued and celebrated.

Interested in finding out more about what it's like to work at Trainline? Why not check us out on LinkedIn, Instagram and Glassdoor!