CRM & Lifecycle Manager

About the role

The role is focused on managing the customer relationship beyond acquisition, using data‑driven insights and targeted communications to boost retention, repeat purchasing and long‑term value. You will own the end‑to‑end customer journey from welcome through post‑purchase and re‑engagement, while shaping the Garden Rewards loyalty programme.

Key responsibilities

• Develop and lead the CRM and lifecycle strategy, tailoring communications to customer behaviour and journey stage.
• Design, implement and continuously optimise automated journeys such as welcome, browse abandonment, basket abandonment, post‑purchase and re‑activation.
• Own the commercial email strategy, including audience selection, segmentation, testing and performance optimisation.
• Lead the evolution of Garden Rewards into a compelling loyalty and membership proposition.
• Analyse cohorts, sentiment and lifetime value to inform cross‑functional decisions and drive revenue.

Required profile

• Proven hands‑on experience developing and optimising automated customer journeys.
• Strong knowledge of segmentation, retention, repeat purchasing and customer lifetime value.
• Ability to translate behavioural data into commercial outcomes and revenue impact.
• Experience working in a consumer‑facing or e‑commerce environment, preferably within premium lifestyle or garden sectors.

Required skills

• CRM platforms (e.g., Salesforce, HubSpot)
• Email automation systems
• Customer data platforms