About Us
We’re a high-performance, growth-driven ecommerce business with around 150 people and big ambitions. We move fast, set high standards, and give our people real ownership. If you’re excited by impact, accountability, and building things that scale, you’ll feel at home here.
The Role
We’re looking for a CRM & Lifecycle Marketing Manager to own and deliver our CRM and lifecycle marketing strategy across both D2C and B2B ecommerce channels.
Reporting into the Head of Ecommerce, this is a true player-coach role. You’ll set the strategy and direction, lead and develop a small CRM team, and stay hands-on with execution, optimisation, and performance analysis. Your mission: drive customer retention, engagement, and lifetime value, while ensuring CRM is tightly aligned to ecommerce trading and commercial objectives.
This role is ideal for someone who thrives in a high-performance environment and enjoys combining strategic thinking with hands-on delivery.
You will need to be able to attend our Tonbridge office in Kent 1-2 days a week.
What You’ll Be Responsible For
CRM & Lifecycle Strategy (B2C and B2B)
- Own the end-to-end CRM and lifecycle marketing strategy across D2C and B2B ecommerce.
- Design and optimise customer journeys across acquisition, onboarding, engagement, retention, reactivation, and loyalty.
- Develop distinct lifecycle strategies for B2C and B2B audiences, reflecting different buying behaviours and decision cycles.
- Ensure CRM activity is fully aligned with ecommerce trading plans and wider marketing initiatives.
Campaign Delivery & Execution
- Oversee planning and delivery of CRM campaigns across email and other owned channels (SMS, onsite messaging, push where relevant).
- Remain hands-on with segmentation, setup, QA, and deployment when needed.
- Champion best-practice personalisation, targeting, and frequency management.
- Maintain high standards of data hygiene, consent, and compliance.
Automation & Customer Journeys
- Lead the development and optimisation of automated journeys, including welcome, abandoned browse/cart, post-purchase, replenishment, and re-engagement.
- Identify opportunities to scale CRM impact through smarter automation and data usage.
- Continuously test, iterate, and improve journey performance.
Analysis, Insight & Optimisation
- Own CRM reporting and performance analysis, tracking engagement, conversion, repeat purchase, CLV, and revenue contribution.
- Use insights to inform segmentation, targeting, and lifecycle strategy.
- Lead A/B and multivariate testing across content, timing, offers, and journeys.
- Present clear, actionable insights to the Head of Ecommerce and senior stakeholders.
Team Leadership & Management
- Line manage two CRM Executives, setting clear objectives and supporting ongoing development.
- Establish efficient ways of working across campaign delivery, automation, and reporting.
- Act as a point of escalation and quality control for CRM output.
- Build a collaborative, high-performance team culture.
Technology & Capability Development
- Own and optimise our CRM and ESP setup (currently Klaviyo).
- Bring experience of other ESPs and CRM platforms, with the ability to evolve or scale tools as the business grows.
- Work closely with internal teams and external partners to improve integrations, data flows, and platform capability.
- Lead initiatives to increase CRM sophistication through better tooling, processes, and automation.
What Success Looks Like
- Improved retention and customer lifetime value across B2C and B2B.
- Strong, measurable revenue contribution from CRM campaigns and journeys.
- Scalable, well-structured automation and segmentation.
- Clear CRM insights shaping ecommerce and marketing decisions.
- A motivated, high-performing CRM team delivering consistently high-quality work.
If you’re excited by ownership, pace, and the opportunity to build CRM capability in a growing, high-performance business, we’d love to hear from you.
