Emma Mountford
Crm Manager @Uk Tote Group
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WORK HISTORY
Crm Manager @Uk Tote Group
Wigan, GB
Leading the CRM function at the UK’s leading pool betting operator, reporting to the Head of Performance Marketing. Responsible for strategy, campaign planning, and team leadership for all lifecycle comms across owned channels.
EDUCATION
St Marys Catholic High School
High School
ABOUT EMMA MOUNTFORD
With over 8 years of experience in CRM and lifecycle marketing, I specialise in delivering data-driven, multichannel strategies that drive engagement, retention, and long-term customer value.Currently CRM Manager at UK Tote Group, I lead the full CRM function across Email, Push, SMS, In-App, and Direct Mail—owning the strategy, managing a team of CRM Executives, and delivering high-impact campaigns aligned to customer lifecycle stages. I thrive on collaboration, working cross-functionally with Product, BI, Creative, and Customer Care teams to build personalised, compliant, and effective communications.I recently completed my Level 5 Women in Leadership qualification with Raise the Bar, a 20-month programme that helped me strengthen my leadership approach, strategic thinking, and ability to drive change across teams.I have a strong track record with platforms including Iterable, Adobe Campaign, Movable Ink, Taxi for Email, and Twilio. I’m also passionate about continuously optimising journeys through A/B testing, segmentation, automation, and performance analytics.What motivates me most is putting the customer first—creating campaigns that are timely, relevant, and genuinely helpful. I’m especially drawn to businesses with a clear mission and modern approach to customer engagement.
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