Overview In this CRM Manager role, you own the customer lifecycle to boost engagement, retention and reactivation. You'll work within the Customer Experience and Product team to orchestrate multi-channel campaigns and use data to personalise and test strategies. The job focuses on reducing churn, increasing loyalty and customer lifetime value. It's a hands-on yet strategic position with cross-functional collaboration and impact on growth.
Responsibilities- Own automated customer journeys across onboarding, nurture, retention, loyalty and re-engagement
- Manage CRM activity across email, SMS, WhatsApp and direct mail with timely relevance
- Develop test-and-learn frameworks for messaging, content, timing and journeys
- Build segmentation and personalisation using behavioural and transactional data
- Create triggered campaigns from customer behaviour and identify new engagement opportunities
- Review campaign performance and drive improvements in CRM activity
- Produce monthly CRM reports and share insights with senior stakeholders
- Build email templates in the CRM and partner with the creative team to speed up campaigns
- Manage the CRM communications calendar balancing planned and new opportunities
- Develop retention and reactivation campaigns to reduce churn and win back lapsed customers
- Leverage CRM activity to increase engagement, repeat purchases, attachment rates and AOV
- Manage and mentor a CRM Executive to support day-to-day activity
Key requirements- Strong CRM and lifecycle marketing experience in a DTC or subscription-based business
- Experience building and optimising automated customer journeys
- Understanding of retention, reactivation and loyalty strategies
- Hands-on experience with CRM platforms such as Iterable, Klaviyo, Braze or similar
- Experience running campaigns across email, SMS and direct marketing channels
- Strong knowledge of segmentation, personalisation and behavioural triggers
- Experience with A/B testing and using campaign data to inform decisions
- Commercial mindset with understanding of metrics like CLV, churn, repeat purchase rate and AOV
- Ability to balance CRM strategy with hands-on campaign delivery
- Some knowledge of HTML and design software for email templates
- Strong communication skills and stakeholder management
- Experience mentoring or developing junior CRM team members
- 강한 커뮤니케이션 능력
- 협업 지향적
- 전략적 사고
- Iterable
- Klaviyo
- Braze
