crm manager in DTC subscription

The company is a rapidly growing UK direct-to-consumer brand operating across ecommerce and subscription services. It has approximately 35,000–40,000 active subscribers and is investing in retention, customer lifetime value and CRM.

• Take end-to-end ownership of CRM within a rapidly scaling DTC subscription business;
• Build the CRM strategy and roadmap across retention, lifecycle, repeat purchase and customer LTV;
• Own a rapidly growing subscriber base of approximately 35,000–40,000 customers;
• Develop, optimise and scale automated lifecycle journeys;
• Identify customer behaviours and churn drivers and translate them into CRM opportunities;
• Build customer segmentation and personalisation strategies;
• Develop a structured experimentation roadmap across campaigns and lifecycle journeys;
• Create hypotheses, run tests, analyse results and use learnings to inform future activity;
• Measure CRM performance against commercial outcomes;
• Identify opportunities to increase CRM’s overall contribution to revenue;
• Remain hands-on across campaign creation, journey building, testing and optimisation;
• Explore opportunities across additional CRM channels including SMS and WhatsApp;
• Work cross-functionally to improve the wider customer experience and retention strategy;
• Work closely with Growth, Brand, Operations, Finance and the wider business.

• Strong experience across CRM, Lifecycle Marketing, Retention Marketing or a related discipline;
• Strong understanding of retention, churn, repeat purchase and customer lifetime value;
• Evidence of delivering measurable commercial impact through CRM;
• Experience building and optimising automated lifecycle journeys;
• Strong segmentation, personalisation and A/B testing capability;
• Comfortable using customer data and insight to identify opportunities and prioritise activity;
• Able to combine strategic thinking with genuinely hands-on CRM execution;
• Commercially minded and able to connect CRM activity to wider business performance;
• Comfortable operating autonomously within a fast-paced, high-growth environment;
• Able to build and scale initiatives with limited existing structure or guidance;
• Proactive, curious and comfortable adapting quickly as priorities change;
• Nice to have: Experience within a DTC, ecommerce or subscription-led consumer business, Klaviyo experience, experience with Braze or similar platforms.

• £60,000 - £65,000 + Equity/options;
• Central London;
• Hybrid schedule with 3 days in the office;
• Genuine autonomy, visibility and influence in a lean approximately 25-person company;
• Opportunity to grow the remit and career as CRM and the wider business scale.