About This Role
This role is for an ambitious, commercially minded CRM Manager to take ownership of the customer retention strategy, strengthen customer relationships, and maximise customer lifetime value for a fast-growing British accessories brand. You will develop and deliver the customer relationship and retention strategy across email, SMS, and loyalty, working closely with Ecommerce, Performance Marketing, and Creative teams.
Responsibilities
- Develop and execute a comprehensive CRM strategy focused on increasing repeat purchase rates, customer lifetime value, and retention
- Identify opportunities to increase revenue from the existing customer base across the UK and USA
- Build targeted customer journeys designed to encourage second, third, and subsequent purchases
- Develop customer segmentation strategies based on purchase history, engagement, customer value, and shopping behaviour
- Identify and implement opportunities to reactivate lapsed customers
- Take ownership of email marketing through Klaviyo and SMS marketing through Attentive
- Plan, build, and execute engaging email and SMS campaigns aligned with product launches, seasonal promotions, and wider marketing activity
- Manage the CRM campaign calendar, ensuring communications are timely, relevant, and commercially effective
- Continuously test and optimise subject lines, messaging, content, offers, frequency, and send times
- Work with the Creative team to develop compelling, on-brand customer communications
- Ensure campaigns are appropriately tailored to different international markets
- Build, manage, and optimise automated customer journeys, including welcome and new subscriber sequences, abandoned browse and abandoned checkout journeys, post-purchase engagement and cross-selling, second-purchase conversion campaigns, customer win-back and reactivation, and VIP and loyalty communications
- Continuously identify opportunities to improve automation performance and introduce new customer journeys
- Use customer behaviour and purchase data to deliver increasingly personalised communications
- Take ownership of the CRM strategy for Pom Pom Perks, the customer loyalty programme
- Develop initiatives that encourage loyalty programme engagement, repeat purchasing, and customer advocacy
- Create targeted communications for VIP customers and high-value customer segments
- Identify opportunities to improve customer engagement and strengthen long-term brand loyalty
- Monitor and report on key CRM performance metrics, including repeat purchase rate, customer lifetime value, email and SMS revenue, automated flow performance, customer retention and reactivation, and campaign conversion rates
- Analyse customer data to identify trends, opportunities, and areas for improvement
