CRM Manager

About This Role

This CRM Manager role involves owning and delivering the CRM strategy for a fine jewellery brand, focusing on strengthening customer relationships, increasing engagement and retention, and driving incremental revenue and customer lifetime value. It is a hands-on position that combines strategic ownership with daily execution, using customer data and behavioural trends to develop personalised communications across various channels.

Responsibilities

• Own and develop the Austen & Blake CRM strategy and roadmap, aligned to commercial, customer, and brand objectives
• Develop and manage customer lifecycle programmes across acquisition, engagement, retention, repeat purchase, and reactivation
• Identify opportunities to increase CRM revenue, customer engagement, retention, and lifetime value through segmentation, personalisation, and targeted communications
• Ensure CRM activity is aligned with wider marketing, trading, promotional, and product activity
• Plan, execute, and manage CRM campaigns across email, SMS, and automated customer journeys
• Develop customer segmentation and targeting strategies using behavioural, transactional, and engagement data
• Continuously test and optimise campaigns, journeys, messaging, targeting, and timing to improve performance
• Manage and optimise CRM platforms and tools, ensuring effective use of automation and personalisation capabilities
• Own CRM performance reporting, monitoring key metrics including revenue, engagement, conversion, retention, repeat purchase, customer lifetime value, and database growth
• Analyse customer and campaign data to identify trends, opportunities, and areas for improvement
• Translate insights into clear, actionable recommendations and confidently communicate performance and opportunities to senior stakeholders
• Work with Data & Analytics teams to improve customer data, reporting, and insight
• Work closely with E-Commerce, B&M, Marketing, Creative, Customer Service, and Retail to deliver a consistent customer experience across digital and physical touchpoints
• Support the development of clientelling and customer relationship strategies, using CRM data to enable more personalised in-store experiences
• Act as the CRM subject matter expert, providing insight and recommendations across the business
• Manage relevant external partners, agencies, and technology providers where required

Requirements

• 3–5 years of CRM experience, preferably in a multi-channel retail environment
• Proven experience owning and delivering CRM strategy, with a strong understanding of customer lifecycle marketing, segmentation, personalisation, retention, and re-engagement
• Experience planning and managing CRM campaigns across email, SMS, and automated customer journeys