Heidi | CRM & Retention Lead

Heidi intro Making sure you fit the guidelines as an applicant for this role is essential, please read the below carefully. Heidi was founded in 2018 (formerly Ski Zoom) to make the magic of the mountains available to more people. We’ve grown by disrupting the traditional ski holiday industry with flexible options and innovative tech that helps skiers discover both hidden gems and classic resorts. As an ambitious challenger brand, we grew by 64% in 2024 and anticipate even greater growth in 2025. Ranked 63rd in the Times Top 100 fastest-growing UK companies and backed by £5.6 million in investment, we’re well-positioned to achieve our goals. To get there, we need brilliant people like you to help drive our vision forward. We have huge ambitions for growth, and we are looking for someone who will be fundamental to the success of our vision and is excited to help us drive that forward The role Our lean but dynamic Growth team thrives on innovation, creativity, and a drive for constant improvement. We are looking for a strategic and data-driven CRM & Retention Lead to own our customer engagement and retention initiatives. You will have responsibility for CRM, Marketing Automation and Retention at Heidi. What will I be doing? Own the CRM function at Heidi – with a view of understanding and enhancing the customer experience and driving retention through personalised communications. Lead our retention strategy to increase customer loyalty and lifetime value. Understanding the levers for driving up LTV and its impact on acquisition decisions. Utilise data to identify how key customer segments behave. Develop campaigns and personalised communication based on insights to meet individual segment needs. Map out the customer journey from initial contact to post-purchase engagement, using NPS and other signals to improve future communications. Work closely with the sales team to implement marketing automation flows and identify customer contact opportunities to help improve enquiry efficiency. Lead on requirements for the tech stack and guide the choice of platform we adopt – helping to choose the right CDP or CRM tech stack. Identify key areas of opportunity using cohort analysis to understand the sources of our most profitable customers, with a view to sizing various opportunities for experimentation and testing Devise the loyalty strategy – with a view of pricing incentives for various segments and the testing of other benefits Own and optimise our marketing opt in strategy maximising growth in our addressable database, staying abreast of the latest industry changes and best practices Collaborate with the data team to ensure the KPIs and performance dashboards are maintained and updated to easily understand the impact on overall business objectives The role reports into the Head of Growth and will need to be comfortable working independently and lead the function What skills do I need? Essential This role is suited to a data-driven marketer. The work is analytical and being comfortable interpreting and managing complex data analysis tasks is a must. Hands on experience implementing lifecycle marketing and CRM best practice, for a DTC or ecommerce brand is preferable. You’re able to identify quick wins and make trade-offs, while maintaining analytical best practice You take an experimentation-first approach, to set up campaigns to help prove or disprove hypotheses Desirable You stay ahead of the curve and are aware of the latest developments in CRM and keen to implement the very latest thinking at Heidi Have worked and implemented strategies with a CDP You’re comfortable working in a fast-paced dynamic environment, often challenged with ambiguity on the requirements – you have a problem solving mentality Ambitious leader who wants a career-defining role at one of the UK’s fastest growing companies – with the opportunity to eventually build out a first-class team Excellent written and verbal communication skills How big is the team? 1x Head of Growth 1x Performance Marketing Manager 1x Creative Strategist 1x Growth Marketing Executive Who’s going to be your manager? You’ll be reporting to Glyn, our Head of Growth Why work with us? £70-£80K (based on experience) salary 25 days annual leave + bank holidays + 4 “me/wellbeing” days Flexible working: we’re open to hybrid (min 2 days in the office) as this role benefits from the in-person collaboration between various teams. £1,000 Heidi holiday credit + additional holiday discounts. Vitality health insurance. Enhanced parental leave A chance to build something great and work with a fantastic bunch of people. Our commitment to inclusive hiring: We want to create an inclusive environment that celebrates the diversity of our people whilst enabling them to do the best work of their careers. We are committed to ensuring that all our people processes are equitable. All applicants will be considered for employment without attention to ethnicity, religion, sexual orientation, gender identity, family or parental status, national origin, veteran, neurodiversity status or disability status.