CRM Manager

Job Title: CRM Manager

Location:London – Hybrid (Head Office)

Reporting to: Head of Marketing

Brands: Austen and Blake, The Diamond Factory

About the Role

We are seeking a data-driven and relationship-focused CRM Manager to lead the customer relationship strategy for both Austen and Blake and The Diamond Factory. This pivotal role is responsible for developing and executing CRM strategies that enhance customer retention, drive loyalty, and increase customer lifetime value across both digital and in-store touchpoints.

A core focus of this role is the development and execution of in-store relationship and clientelling strategies—ensuring retail teams are empowered with tools, data, and insights to deliver personalised, high-impact customer experiences.

Key Responsibilities

CRM Strategy & Execution

• Develop and lead the end-to-end CRM strategy for both brands, ensuring alignment with commercial and brand goals

• Design lifecycle marketing programs across email, SMS, and other owned channels to support acquisition, retention, and re-engagement

• Segment and analyse customer data to develop targeted campaigns that improve engagement and conversion

In-Store Clientelling & Relationship Building

• Collaborate with retail leaders to implement effective clienteling strategies in-store, driving loyalty and increasing repeat visits

• Develop customer profiling systems and tools to support personalised service in-store

• Monitor and enhance customer experience touchpoints, ensuring continuity between online and offline channels

Data & Insights

• Work with the Data and Analytics team to track and report on key CRM KPIs (retention rates, repeat purchase behaviour, CLTV)

• Translate customer insights into actionable plans for retail and digital teams

• Continuously optimise CRM initiatives through A/B testing and performance analysis

Technology & Tools

• Oversee the CRM platform(s), ensuring data integrity and optimising automation flows

• Evaluate and implement new tools or enhancements to support personalisation and campaign efficiency

Cross-Functional Collaboration

• Work closely with Marketing, Retail, E-Commerce, and Product teams to ensure cohesive messaging and brand experience across all channels

• Act as the CRM champion within the business, advocating for customer-first thinking in all strategic decisions

Requirements

• 3–5 years of CRM experience, preferably in a multi-channel retail environment

• Proven success in developing and managing CRM programs, with a strong grasp of lifecycle marketing and retention strategies

• Strong analytical mindset; comfortable interpreting customer data and turning insights into action

• Experience with CRM platforms (e.g., Salesforce, Klaviyo, Attentive) and customer data platforms (CDPs)

• Excellent communication and stakeholder management skills

• Passion for luxury or premium retail is a plus

Why Join Us?

At Austen and Blake and The Diamond Factory, we’re redefining customer experience in the fine jewellery space. This is an exciting opportunity to lead CRM across two distinctive and growing brands, shaping how we connect with customers both online and in person. If you\’re passionate about customer engagement, personalisation, and building meaningful relationships, we want to hear from you.