Director of CRM

Responsibilities

• Lifecycle & Retention Strategy - Own the end-to-end customer lifecycle strategy - acquisition handover, onboarding, activation, repeat purchase, win-back and lapsed reactivation - across gocity.com and our city pass brands.
• Treat the customer journey as one product rather than a series of disconnected campaigns; design the nurture, trigger and lifecycle flows that move customers between stages.
• Move the organisation away from a discount-led, signup-volume mindset toward a value-led model, and build the evidence and the case to do so.
• Customer Value & Commercial Ownership - Own customer lifetime value as a metric you understand, can decompose and can move - including the LTV difference between discount-acquired and full-price customers, and what that means for how we market.
• Define success for the CRM channel in outcome terms (retention, repeat rate, margin, LTV) rather than activity or input metrics (sends, signups, open rates).
• Build the commercial case for CRM investment and defend it with data in front of finance and the executive team.
• Develop a segmentation and value framework so the right customers receive the right contact, rather than everyone receiving the same offer.
• Programme & Loyalty - Design and run the loyalty and retention programmes that reduce our dependency on paid acquisition over time.
• Own the email, push and lifecycle channels operationally - deliverability, data capture, consent and the underlying CRM platform - while keeping the focus on relationship and value, not volume.
• Partner with the data and analytics team to build the measurement that tells us whether the channel is genuinely creating value, including clean before/after reads and defined kill criteria for tests.

Requirements

• Significant experience leading CRM, lifecycle or retention at a senior level in a consumer / ecommerce business, with demonstrable ownership of customer value and retention outcomes (not just campaign delivery).
• A track record of building genuine lifecycle programmes - segmentation, value-based contact strategy, loyalty or retention - that moved a commercial metric.
• Strong commercial and numerical literacy: comfortable with LTV, cohort and margin analysis, and able to translate them into strategy.
• Experience owning a CRM / lifecycle platform and the data, consent and deliverability that underpin it.
• Experience leading and developing a team, and operating as a peer to other marketing leaders.

Preferred

• Bonus, not essential
• Experience in travel, attractions, ticketing or another considered-purchase consumer category.
• Experience shifting an organisation away from a discount-led model toward a value-led one, including managing the short-term trade-offs that involves.
• Familiarity with experimentation discipline - clean test design, before/after reads, pre-agreed kill criteria.

Benefits

• Annual Go City Explorer Pass allowance
• Enhanced pension contributions. (5% employer)
• Life assurance: 4x your base salary
• Time off: - Annual leave: 25 days + bank holidays - Option to buy additional 5 days annual leave per year - Upgraded Family Leave - 1x Community day. Take a day off to give back to the community - Work from Anywhere for up to 4 weeks per year
• Health care cash plan
• Personal Learning Budget & dedicated time for development
• EAP providing access to counselling, finance support, etc.
• Cycle to Work Scheme