Responsibilities

• Own the company’s CRM and retention strategy end to end from first post-purchase touchpoint through to win back.
• Define and deliver the retention plan against clear commercial targets: repeat rate, customer lifetime value, contribution from CRM channels, and retention-driven revenue.
• Build the business case for CRM investment in tech, in resource, and in programme then stand behind it with credible numbers.
• Set the testing and learning agenda, balancing quick wins with longer-term structural improvements.
• Support the execution of BAU marketing email and push comms across channels in close collaboration with the Marketing team.
• Design, build and continuously optimise the full lifecycle programme: welcome, onboarding, post-purchase, replenishment, cross-sell, win back, lapsed, VIP, and beyond.
• Use behavioural, transactional and preference data to build genuinely personalised journeys not just generic segmented sends.
• Deliver across channels: email, SMS, push, in-app, and on-site personalisation.
• Work with the wider Experience team on the post-click experience to ensure CRM journeys land coherently across the whole customer journey.
• Own the CRM tech stack ESP, CDP, personalisation, loyalty, and reviews tooling currently including Klaviyo, Sweet Analytics, and Antavo. Drive the evaluation, selection and integration of additional tooling where appropriate.

Requirements

• Minimum 3 years’ hands-on CRM, retention and email marketing experience, ideally at a D2C consumer brand.
• Deep, current expertise with at least one major ESP (Klaviyo strongly preferred). Comfortable building flows, segments and campaigns yourself, not just briefing them.
• Strong analytical skills and a genuine data-driven mindset. You can read a cohort report, find the story, and act on it.
• Demonstrable track record of delivering meaningful commercial uplift through CRM, measurable, attributable, and defensible.
• Excellent understanding of segmentation, lifecycle design, personalisation and customer journey optimisation.
• Strong copy and creative instincts. You know good from bad, and you can give clear creative direction because in CRM, the message matters as much as the mechanism.
• Commercial mindset. You understand that CRM is a means to an end; profitable, sustainable customer relationships, not an end in itself.

Preferred

• Experience working in a premium or brand-led category where customer expectations are high (fashion, beauty, lifestyle, premium D2C).
• Experience evaluating, selecting or migrating CRM/ESP/CDP platforms.
• Exposure to loyalty programme design and management.
• Experience working across multiple markets (UK, US, EU).

Benefits

• From financial security to time with your loved ones (on two legs or four), we continually invest in our employees.
• We are committed to creating a diverse, inclusive, and equitable workplace where everyone feels valued and empowered to thrive. We believe that varied perspectives drive innovation and strengthen our team. We welcome applications from individuals of all backgrounds, experiences, and identities - including but not limited to race, ethnicity, gender, age, disability, sexual orientation, and neurodiversity. We are an equal opportunity employer and actively promote an environment of respect, support, and opportunity for all.
• Please let us know if you require any reasonable adjustments throughout the application process.