Job Description

Why LNER?

We go beyond. For everyone. Our vision is to be the most loved, progressive and responsible way to travel for generations to come. Now we're looking for the people who can deliver this, every day.



Since we took over on the East Coast mainline, we've been changing the face of rail travel. Our new Azuma train has brought faster journey times, more space and greater reliability. Our exciting plans to embrace new ideas, experiences, backgrounds and ambitions make this the ideal time to join.



Bringing passion. Being bold. Always caring. Owning it. They're the values that make us LNER.

Are you on board?

Our Senior Customer Marketing Manager is a senior leadership role within our Marketing team, reporting to the Head of Marketing, playing a key part in shaping how we connect with our customers. You'll lead our customer marketing strategy across the full customer lifecycle, working with a large in-house team and trusted agency partners to drive meaningful engagement and growth.



You'll be responsible for nurturing and growing our multi-million-strong customer database and for the ongoing development of LNER Perks, our fast-growing loyalty scheme. The role also leads on key digital growth areas, including Book Direct performance, search activity and customer-facing content across our website, app and onboard platforms -- all of which make a significant contribution to business revenue.



With ownership of a multi-million-pound budget and agency relationships, you'll deliver insight-led, data-driven marketing that makes the most of our technology investments, drives incremental revenue and creates engaging, compliant customer experiences across multiple channels.

Please note that this is a 9 month fixed term contract with potential to extend.

What you'll be doing:

Leading and developing a high-performing customer marketing team, setting the strategy and delivering multi-channel digital and direct communications across the full customer lifecycle. Championing personalised, one-to-one customer communications, ensuring everything we send is on-brand, insight-led and continually improved through test-and-learn. Owning the customer marketing roadmap and helping move the business forward on its digital maturity journey. Working closely with Marketing, Digital and Analytics teams to drive digital acquisition, conversion, cross-device performance and retention opportunities. Partnering with the Digital team to maximise our marketing technology and platforms, shape new initiatives and maintain a clear end-to-end view of the customer journey. Defining what success looks like for customer marketing channels, setting KPIs and using data and insight to monitor performance and optimise results. Leading our customer data and consent strategy, growing the database responsibly while maintaining high standards of data quality and compliance. Owning our paid and organic search strategy to drive website traffic, ticket sales and strong return on marketing investment. Leading the Book Direct programme, working cross-functionally to grow direct channel share, support significant revenue delivery and strengthen customer data capture. Setting and governing our digital content strategy across web, app and onboard platforms, encouraging fresh, relevant and engaging content ideas. Overseeing the delivery of campaigns and customer engagement activity across our multi-channel ecosystem to drive brand engagement and incremental revenue. Leading the strategy and day-to-day performance of the LNER Perks loyalty scheme, ensuring continued growth, member engagement and value for the business. Ensuring a best-in-class digital customer experience across website, mobile app and onboard platforms, working collaboratively on shared product roadmaps. Managing agency relationships and contracts, ensuring strong performance, clear accountability and value for money. Owning a multi-million-pound customer marketing budget, working closely with Finance to manage spend and deliver revenue targets. Building strong relationships across the business to ensure joined-up delivery and consistent messaging. Coaching, developing and supporting a large customer marketing team, ensuring the right skills, resilience and capability are in place.

What you'll need:

Solid experience in customer marketing, with a strong track record of managing customers effectively across the full customer lifecycle. Experience managing agencies and contracts, with a focus on performance, value and strong partnerships. A good understanding of customer data, data protection legislation (including GDPR) and how to apply this responsibly across multiple channels. Proven people leadership skills, with a genuine passion for coaching, developing and motivating teams. Strong stakeholder management skills, with the ability to influence, collaborate and bring people with you. Excellent communication skills, including presenting ideas clearly and confidently to a range of audiences. A collaborative mindset and the ability to work effectively across teams and functions. Strong commercial and numerical skills, with experience building business cases and identifying opportunities to improve customer acquisition and retention. Well-developed project management skills, with the ability to juggle priorities, delegate effectively and deliver at pace. A keen eye for detail, alongside the ability to think strategically. Experience developing and delivering digital content strategies. Good knowledge of paid and organic search and the wider digital marketing landscape. Experience bringing brands to life through digital channels and customer experiences. A proactive, delivery-focused approach, with the drive to make things happen efficiently and effectively. A strong balance of creative thinking and analytical decision-making. A determined, results-driven attitude and a genuine passion for delivering standout outcomes. A natural alignment with LNER's values and ways of working.

What you'll get:

Free travel on LNER + 75% off other companies' tickets (for you & dependents) Discounted international train tickets (after one year's service) 50% discount on LNER tickets for friends & family Generous pension scheme Annual cycle to work schemes Discount, savings and cashback scheme from top retailers Health & wellbeing schemes and discounts Host of training opportunities to help further your career Rewards & awards to recognise when you shine

What we believe:

To be the most loved, progressive and responsible train operating company, we must make a meaningful difference - always doing what's right for our customers, our people, the communities and destinations we serve, the future of the industry we lead and the environment we cherish.



We know that our people are the beating heart of everything we do. We are committed to creating an inclusive, engaged culture that supports everyone at every stage of their journey - and ensures that when you're at LNER, you can always be you. No wonder most people never want to leave!

Diversity and inclusion

We are passionate about creating a diverse and inclusive workforce, representative of the communities we serve, and are creating ways to inspire diverse talent to join LNER.

Developing our people

We are focused on creating a learning culture, to support our people to be the best they can be at work by providing them with the tools and resources to navigate their development and career journey.

Health & wellbeing

To create a culture where our people can perform at their best, the physical health and mental wellbeing of our people is of paramount importance to us.

Disclosure and Barring Service (DBS) Check

If you are successful in your application and are new to the business, we will undertake a basic DBS check as part of our pre-employment checks. This only happens once we have conditionally offered you the job. Here we check for any unspent convictions and conditional cautions under the Rehabilitation of Offenders Act (ROA) 1974. If there is evidence of an unspent conviction or conditional caution, the details of these are reviewed internally by a cross functional panel on a case by case basis before a final offer of employment is issued. This however may result in any offer being withdrawn. Further information on how we collect and use this data is available on our privacy notice.

Medical screening

We're a safety conscious business so for all roles you'll need to pass a medical screening and a drugs and alcohol test before we send you an unconditional job offer. For our safety critical roles, you'll also need to have a safety critical medical. Our friendly, in-house Health and Wellbeing team will book a time and place to suit you. The sooner, the better, so please be flexible with your availability. Once your medical gets the thumbs up, we'll finalise any last details and look forward to you joining our team.