Responsibilities

• Lead the CRM, retention, subscription and loyalty strategy across the UK and international markets.
• Own and optimise customer lifecycle journeys, including welcome, onboarding, replenishment, winback, reactivation, loyalty and VIP programmes.
• Drive repeat purchase, customer lifetime value, subscription growth and retention rate improvements.
• Lead the email and SMS trading calendar, balancing commercial performance with customer experience.
• Develop segmentation and personalisation strategies based on cohort analysis, customer behaviour, product interest, purchase frequency and lifecycle stage.
• Work with Data and Insight teams to understand customer cohorts, churn, purchase patterns and retention opportunities.
• Build and optimise automated CRM flows across email, SMS and other owned channels.
• Partner with Trading and Product teams to support product launches, seasonal campaigns, promotional moments and category growth.
• Own loyalty and rewards initiatives, identifying ways to increase engagement, advocacy and repeat purchase.
• Lead reporting across CRM, retention and loyalty, turning performance data into clear actions.

Requirements

• 5+ years in a retention, CRM, or lifecycle marketing role - ideally in DTC ecommerce or subscription
• Proven track record of improving LTV, reducing churn, and growing a subscription base commercially
• Strong CRM platform proficiency
• Data-literate: comfortable owning cohort analysis, building retention dashboards, and presenting commercial impact
• Experience working with multiple customer segments, not just a single persona

Preferred

• Experience marketing in health, nutrition, wellness, or FMCG DTC
• Familiarity with health and wellness consumer trends and how they're reshaping acquisition strategies
• Experience with TikTok Shop or affiliate/influencer performance channels
• Background in building or scaling a paid media team