Database Manager

Overview

The Database Manager owns Corston’s customer and prospect data as a marketing asset and turns it into revenue. You are responsible for the CRM, segmentation, email and lifecycle marketing, and the health and compliance of the database across both consumer and trade audiences. You report into the Marketing Director.

Responsibilities

• Own the marketing database and CRM as the central tool for communicating with customer and prospect data across B2C and trade audiences.
• Develop and maintain a segmentation strategy reflecting audience behavior by lifecycle stage, value, channel, product affinity, and trade vs. consumer.
• Plan, build, and optimise email and lifecycle programmes: welcome and onboarding, nurture, browse/cart abandonment, post-purchase, replenishment/cross‑sell, win‑back, and trade‑specific journeys.
• Design and run marketing automation flows that move customers and trade prospects through the funnel, including lead nurturing for specification and showroom/sample requests.
• Own data hygiene and database growth: build a team to build data, fix deduplication, enrich data, ensure accurate suppression, maintain list health, and maintain excellent deliverability.
• Execute a data capture strategy across web, showroom, and events for remarketing and beyond.
• Lead retention and CRM strategy to grow repeat purchase, customer lifetime value, and reactivation.
• Ensure full compliance with UK GDPR/PECR, consent capture, preference management, data retention, and auditable processes.
• Report on CRM KPIs (open, click, conversion, retention, LTV, churn, list growth) and continuously test subject lines, content, timing, and segmentation.
• Partner closely with the Website Manager, content/brand teams, and the Marketing Analyst to align data, creative, and measurement.
• Work with the CRM Owner to ensure that HubSpot functions as per the company’s requirements.

Success

• A clean, well‑segmented, compliant database that grows in size and quality.
• Email and lifecycle programmes that deliver measurable incremental revenue and improved retention.
• Trade and consumer audiences each receiving relevant, well‑timed, on‑brand communications.

Qualifications

• Experience delivering database build and email marketing for an e-commerce brand.
• Strong CRM/database marketing experience, including hands‑on use of an ESP/marketing automation platform (e.g. HubSpot, Klaviyo, Salesforce/Marketing Cloud, Dotdigital, or similar).
• Demonstrable track record building segmentation and lifecycle/automation programmes that drive revenue and retention.
• Comfortable working with data, building queries/segments, interpreting performance, and structuring tests.
• Working knowledge of data policy programmes globally, including GDPR/PECR and email best practice (deliverability, consent, preference management).
• Strong copy and brief‑writing instincts, with an eye for premium tone and presentation.
• Organised, analytical, and commercially driven.

Desirable

• Experience marketing to both consumers and trade/B2B audiences.
• Experience in a premium retail, interiors, or considered‑purchase environment.

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