CRM Manager (Loyalty & Retention)

Location: Hybrid (London)
Salary: £55,000-£65,000 + Bonus + Equity

About the Business

We're partnering with a fast-growing subscription-led consumer brand that has built a loyal customer base through a strong direct-to-consumer model.

Customer retention sits at the heart of the commercial strategy, making lifecycle management, subscription growth and customer loyalty critical drivers of success. The business is entering an exciting new phase of growth and is looking for a commercially minded Retention & CRM Manager to take ownership of customer lifecycle performance and help shape the next stage of its CRM capability.

The Opportunity

This is a highly visible role with significant ownership and impact.

As Retention & CRM Manager, you'll be responsible for developing and executing a best-in-class CRM and retention strategy, focused on increasing customer lifetime value, improving repeat purchase behaviour and growing subscription revenues.

You'll own the end-to-end customer journey, working across email, SMS and personalisation channels to deliver data-driven lifecycle programmes that drive engagement, loyalty and revenue growth.

This role would suit someone who enjoys combining strategic thinking with hands-on execution and is comfortable operating within a fast-moving, entrepreneurial environment.

Key Responsibilities

• Own and deliver the CRM and customer retention strategy across email, SMS and customer lifecycle programmes.
• Build, optimise and manage automated customer journeys including welcome, onboarding, post-purchase, replenishment, win-back and reactivation campaigns.
• Develop sophisticated customer segmentation strategies to improve relevance and engagement.
• Drive subscription growth through targeted lifecycle initiatives, testing and optimisation.
• Create and manage high-performing email templates and campaign assets.
• Analyse customer cohorts, retention trends and lifetime value data to identify opportunities for growth.
• Lead cross-sell and upsell initiatives to increase average order value and customer spend.
• Work closely with internal stakeholders to ensure CRM activity supports broader commercial and acquisition objectives.
• Deliver regular performance reporting, insights and recommendations.
• Monitor deliverability, compliance and customer database health.

What Success Looks Like

• Increased subscription revenue and subscriber growth.
• Improved repeat purchase rates and customer lifetime value.
• Enhanced customer segmentation and personalisation.
• Strong CRM automation framework with measurable commercial impact.
• Consistent optimisation through testing, insight generation and data-driven decision making.
• Increased revenue generated through cross-sell, upsell and retention initiatives.

About You

• 4+ years' experience in CRM, retention, lifecycle marketing or customer engagement.
• Strong hands-on experience with Klaviyo or a comparable CRM platform.
• Experience within a DTC, ecommerce or subscription-led business.
• Commercially minded with a strong understanding of LTV, CAC, retention and subscription economics.
• Comfortable working with customer data, segmentation and cohort analysis.
• Proven ability to independently manage and optimise CRM programmes.
• Strong copywriting and customer communication skills.
• Experience leveraging AI tools to improve workflow efficiency and campaign performance.
• Proactive, analytical and comfortable taking ownership in a high-growth environment.