CRM Manager – Customer Lifecycle & Retention

About the role

We are seeking an experienced CRM Manager to own the customer lifecycle for a fast‑growing DTC business. Working within the Customer Experience and Product team, you will drive engagement, retention and re‑activation across email, SMS, WhatsApp and direct mail.

Key responsibilities

• Design, implement and optimise automated journeys for onboarding, nurture, loyalty and re‑engagement.
• Manage multi‑channel CRM campaigns, ensuring timely, relevant communications.
• Develop and test segmentation, personalisation and behavioural triggers.
• Analyse campaign performance, produce monthly reports and share insights with senior stakeholders.
• Build email templates in the CRM platform and collaborate with creative teams.
• Lead and mentor a CRM Executive, overseeing day‑to‑day activity.

Required profile

• Strong CRM and lifecycle marketing experience in a DTC or subscription business.
• Proven track record of building automated journeys and reducing churn.
• Commercial mindset with understanding of CLV, churn, repeat purchase rate and AOV.
• Ability to balance strategic thinking with hands‑on campaign delivery.
• Excellent communication skills and confidence working with senior stakeholders.

Required skills

• Hands‑on experience with CRM platforms such as Iterable, Klaviyo or Braze.
• Campaign execution across email, SMS, WhatsApp and direct‑mail channels.
• Customer segmentation, personalisation and behavioural trigger setup.
• A/B testing and data‑driven optimisation.
• Basic HTML for email template creation.