Director of CRM

About the role

The Director of CRM will own the relationship between Go City and its customers throughout the entire journey, from acquisition to post‑purchase. This role is the most strategically important growth lever beyond paid media, focusing on building genuine customer relationships and increasing lifetime value.

Key responsibilities

• Own the end‑to‑end customer lifecycle strategy, covering acquisition handover, onboarding, activation, repeat purchase, win‑back and lapsed reactivation across Go City’s web and city‑pass brands.
• Develop and execute segmentation and value‑based contact frameworks so high‑value cohorts receive tailored communications.
• Design, launch and measure loyalty and retention programmes that shift the organisation from a discount‑led to a value‑led model.
• Lead the CRM / lifecycle team, hiring and developing talent while acting as a strategic peer to acquisition leaders.
• Partner with data and analytics to build robust measurement, clean test designs and a commercial case for CRM investment.

Required profile

• Significant senior‑level experience leading CRM, lifecycle or retention in a consumer/e‑commerce business with proven impact on customer value and retention metrics.
• Track record of creating segmentation, value‑based contact strategies and loyalty programmes that moved commercial outcomes.
• Strong commercial and numerical literacy, comfortable with LTV, cohort and margin analysis and translating insights into strategy.
• Experience owning a CRM/lifecycle platform, managing data, consent and deliverability.
• Demonstrated ability to lead and develop a team and operate as a peer to other marketing leaders.

What we offer

• Annual Go City Explorer Pass allowance.
• Enhanced pension contributions (5% employer).
• Life assurance at 4× base salary.
• 25 days annual leave plus bank holidays, with option to purchase 5 extra days.
• Work from Anywhere for up to 4 weeks per year.
• Health care cash plan and personal learning budget with dedicated development time.
• Employee Assistance Programme, Cycle to Work Scheme, and community day.