CRM and Loyalty Manager

About the role

We are looking for a CRM and Loyalty Manager to lead the end‑to‑end CRM function for a fast‑growing premium British lifestyle brand. Reporting to the Head of Digital, you will own email, SMS, loyalty and customer‑lifecycle marketing, shaping strategy and execution to drive retention and lifetime value.

Key responsibilities

• Take complete ownership of the CRM function across email, SMS, loyalty and customer‑lifecycle marketing.
• Manage a small team and lead the strategy, planning, execution and optimisation of all CRM activity.
• Own the communications calendar, develop engaging customer journeys and oversee automated lifecycle campaigns.
• Ensure every communication delivers an excellent customer experience and strong commercial performance.
• Own the loyalty programme, VIP communications and overall customer‑retention strategy.
• Lead testing, segmentation and personalisation initiatives using customer insight.
• Collaborate closely with Ecommerce, Marketing, Creative and Digital teams, and occasionally with senior leadership on key campaigns.
• Balance strategic thinking with hands‑on delivery, analysis and continuous optimisation.

Required profile

• Previous experience in CRM, lifecycle, retention or loyalty marketing, preferably within ecommerce, retail or consumer brands.
• Strong hands‑on experience managing email marketing, SMS campaigns and automated customer journeys.
• Experience using a CRM/ESP platform such as Klaviyo or a similar solution.
• Solid understanding of customer retention, loyalty strategies and customer lifetime value.
• Comfortable analysing CRM performance and reporting results.

Required skills

• Klaviyo (or comparable CRM/ESP platform)