Retention Manager, CRM & Lifecycle

This is a fully remote position, open to applicants in United Kingdom.

📋 Description

• Create the retention strategy, sequencing, and business case for prioritizing developments.

• Oversee the complete lifecycle flow architecture, encompassing welcome, browsing and basket recovery, post-purchase, fitting and care, upgrades, replenishment, and back-in-stock flows.

• Manage the campaign calendar and align it with the trading year and product launches.

• Establish behavioral and value-driven customer segmentation.

• Identify high-value customers and customize programs to meet different customer motivations.

• Oversee list growth, engagement, suppression, and consent management across various markets.

• Lead strategy, calendar, briefing, and final approval processes for email, SMS, and other owned channels.

• Manage campaign programming, deliverability, sender reputation, testing, and platform configuration.

• Develop reactivation and win-back programs, including holdouts, sunset policies, and cost assessments.

• Manage customer feedback loops and transform support themes into briefs for site enhancements, product pages, lifecycle programs, and product roadmaps.

• Represent the customer’s voice in trading and planning discussions.

• Direct the CRM agency partnership, including briefs, targets, reviews, quality control, reporting, and roadmapping.

• Establish promotion and lifecycle offer policies while safeguarding margins.

• Design, assess, launch, and manage a loyalty program.

• Increase cross-selling and multi-product purchases through lifecycle merchandising.

• Oversee the post-purchase sequence from confirmation to follow-on engagement.

• Ensure reliable integrations among ecommerce, CRM, advertising platforms, and support desk systems.

• Collaborate with the Acquisition Manager, customer support, brand, product, operations, and agency partners.

• Report on quarterly retention, repeat revenue, gross profit, channel performance, reactivation, discounting, cross-selling, purchase timing, list health, loyalty, and customer insight metrics.

⛳️ Requirements

• Direct experience with a CRM platform, including personal development of flows and segments.

• Proven experience in developing a retention program from the ground up.

• Proficient in cohort and lifetime value analysis.

• Ability to interpret a repeat purchase curve, assess opportunity sizes, and advocate for investment.

• Strong commercial acumen regarding promotions and incentive costs.

• Self-motivated individual capable of creating processes within a small, dynamic team.

• Beneficial but not mandatory: experience with loyalty programs.

• Beneficial but not mandatory: knowledge of SMS alongside email, or offline channels like direct mail.

• Beneficial but not mandatory: experience in premium or considered purchase categories.

• Beneficial but not mandatory: familiarity with products linked to a replacement or upgrade cycle.

• Beneficial but not mandatory: experience with customer research, surveys, or structured feedback initiatives.

• Beneficial but not mandatory: CRM platform migration experience.

🏝️ Benefits

• Remote-first work environment.

• Quarterly in-person meetings.

• Clear pathway to Head of as the channel and team expand.

• Additional headcount planned as the channel evolves.