Responsibilities

• Customer Retention Strategy • Develop and own the customer retention strategy across all lifecycle stages.
• Identify opportunities to increase repeat purchase, customer engagement and lifetime value.
• Create retention initiatives aligned to key customer milestones and parenting journeys.
• CRM & Email Marketing • Own the CRM calendar and customer communication plan.
• Manage all email and SMS marketing activity.
• Develop automated customer journeys including welcome, nurture, post-purchase, replenishment, review, win-back and loyalty programmes.
• Ensure communications are personalised, relevant and commercially effective.
• Customer Segmentation & Personalisation • Develop customer segmentation strategies based on behaviour, purchase history, lifecycle stage and engagement.
• Create personalised customer experiences that improve conversion and retention.
• Continuously test and optimise messaging, content and targeting.
• Data & Customer Insights • Analyse customer behaviour and lifecycle performance.
• Generate actionable insights to improve retention and customer value.
• Build reporting dashboards and performance tracking frameworks.
• Work closely with Ecommerce and Performance Marketing teams to identify growth opportunities.
• Commercial Performance • Deliver revenue growth through CRM channels.
• Improve customer lifetime value, repeat purchase rate and customer engagement metrics.
• Optimise campaign performance through testing and continuous improvement.
• Manage CRM budgets and platform performance.
• Cross-Functional Collaboration • Partner with Ecommerce, Brand, Creative and Customer Service teams to deliver a consistent customer experience.
• Support product launches, seasonal campaigns and promotional activity.