Retention Manager (CRM & Lifecycle)

Responsibilities

• Developing customers beyond a first purchase: growing the proportion who return, and the value they bring when they do.
• Revenue generated through owned channels: email, SMS, loyalty and any channel added over time, and their contribution to the overall number.
• The customer database as a commercial asset: its structure, accuracy, health and usefulness to the wider team.
• The lifecycle experience after purchase: everything between the order confirmation and the next purchase.
• Customer understanding: being the person who understands the customer best, and making sure the rest of the business benefits from it.
• The contribution of our CRM partner: the output we get, the value we receive, and how the relationship develops.
• Lifecycle strategy and roadmap
• The retention plan, its sequencing, and the case for what gets built first
• The flow architecture end to end: welcome, browse and basket recovery, post purchase, fitting and care, upgrade moments, replenishment and back in stock
• The campaign calendar, and how it maps to the trading year and to product launches

Requirements

• Has owned a CRM platform hands on, personally building flows and segments rather than briefing others to do it
• Has developed a retention programme from an early stage rather than only maintaining a mature one. The first year here is about building
• Comfortable with cohort and lifetime value analysis. Can read a repeat purchase curve, size the opportunity and argue for the investment
• Commercially minded about promotions, and able to judge when an incentive is genuinely earning its cost
• A self starter who is comfortable building process in a small, fast moving team

Preferred

• Launched a loyalty programme
• SMS as well as email, or offline channels such as direct mail
• Premium or considered purchase categories
• Products tied to a replacement or upgrade cycle
• Running customer research, surveys or structured feedback programmes
• Experience of a CRM platform migration