Lifecycle & CRM Growth Lead

The Opportunity

It's an exciting time at the ATR House of Brands. With three independent travel brands under one group, Antler is the modern British travel brand with over 110 years of expertise, accelerating our global growth journey. Alongside Antler, our portfolio includes Nere (Australian) and Paravel (American), each with a distinct positioning within the travel and luggage category. As a house of brands, we are building momentum across multiple international markets with ambitious expansion plans. We're looking for a CRM & Lifecycle Manager to take ownership of customer engagement, retention, and repeat purchase across our House of Brands. This is a hands‑on, high‑impact role at the centre of how we communicate with our customers, building the campaigns, flows, and programmes that keep our audiences engaged and coming back.

About You

You're a hands‑on CRM professional who takes genuine ownership of the channel. You're as comfortable building a complex automated flow as you are analysing a campaign's revenue contribution or briefing a creative team on email design. You think in customer journeys, not just sends, and you understand that the best CRM programmes are built on a foundation of clean data, smart segmentation, and disciplined testing. You're commercially minded and naturally curious, you want to understand not just how a campaign performed, but why, and what you'd do differently next time. You're organised enough to manage multiple brand calendars without dropping the ball, and confident enough to bring ideas, push back when something isn't right, and present performance to senior stakeholders clearly. You'll thrive here if you're energised by variety, care about premium brands, and want the autonomy to genuinely own a channel.

Day‑to‑Day Responsibilities

• Plan, build, and execute email marketing campaigns in Klaviyo across Antler, Nere, and Paravel, managing each brand's calendar in collaboration with the e‑commerce and marketing teams.
• Ensure all campaigns are delivered on time, on‑brand, and aligned with each brand's commercial and promotional plans.
• Own the multi‑brand communications challenge, adapting tone of voice, visual identity, segmentation strategy, and messaging to suit each brand's distinct audience and positioning.
• Work closely with brand and creative teams to ensure CRM output consistently reflects each brand's identity.
• Own and evolve a structured A/B testing programme across campaigns, subject lines, send times, content formats, CTAs, and segmentation, using results to drive continuous improvement.
• Build, manage, and optimise automated lifecycle flows across all three brands, including welcome, post‑purchase, winback, abandoned cart, browse abandonment, and replenishment journeys.
• Continuously test and improve lifecycle communications to drive engagement, conversion, and repeat purchase.
• Develop and expand Paravel's CRM and lifecycle programme through 2026 and beyond, building on its foundations and growing sophistication as the brand scales.
• Build and maintain customer segments across all three brands based on purchase behaviour, lifecycle stage, RFM (recency, frequency, monetary value), and engagement level.
• Use segmentation to ensure the right message reaches the right audience at the right time, reducing unsubscribes, improving engagement, and driving conversion.
• Identify high‑value customer cohorts and develop targeted communications to grow their lifetime value.
• Collaborate with the e‑commerce team to ensure Shopify customer and order data is flowing correctly into Klaviyo and informing segmentation accurately.
• Own and develop initiatives designed to increase repeat purchase rate and customer lifetime value across the House of Brands.
• Lead the development and ongoing optimisation of loyalty and VIP customer programmes, building the strategy, executing the communications, and measuring impact.
• Manage post‑purchase communications including product care, review requests, and customer education content.
• Identify retention risks, lapsing customers, declining engagement, and build proactive programmes to address them.
• Own list health across all three brands; managing suppression lists, re‑engagement campaigns, and regular database hygiene to maintain deliverability and sender reputation.
• Ensure compliance with GDPR and PECR requirements across all CRM communications, managing consent, opt‑out processes, and data handling in line with legal obligations.
• Monitor and report on CRM performance across all brands, including revenue contribution, open rates, click rates, flow conversion rates, repeat purchase rate, and list health, reporting regularly to the Head of E‑commerce.
• Connect CRM performance to broader commercial metrics using Google Analytics alongside Klaviyo and Shopify data, providing a clear picture of CRM's contribution to overall business performance.
• Work closely with the e‑commerce, marketing, and customer service teams to deliver a strong and consistent end‑to‑end customer experience.
• Collaborate with the creative team to brief and deliver on‑brand email design and copy across all three brands.
• Contribute to broader digital and commercial planning — bringing the CRM lens to trading calendar conversations, campaign planning, and product launches.

What Success Looks Like In This Role

You will be measured against CRM revenue contribution, email engagement metrics (open rate, click rate, flow conversion rates), and customer retention indicators such as repeat purchase rate and list health. Performance will be reviewed regularly with the Head of E‑commerce.

The Requirements

• 3–5 years' hands‑on experience in a CRM, email marketing, or lifecycle marketing role, ideally in‑house within a DTC, e‑commerce, or retail brand.
• Hands‑on experience building and sending campaigns and automated flows in Klaviyo, or a comparable platform (e.g. Braze, Dotdigital, Emarsys) with the ability to transfer skills quickly.
• Familiarity with Shopify or a similar DTC e‑commerce platform, comfortable understanding how customer and order data feeds into CRM and informs segmentation.
• Strong grasp of segmentation principles, RFM, lifecycle stage, behavioural triggers, and experience applying them to improve targeting and relevance.
• Comfortable working with campaign data and reporting on performance: revenue contribution, open rates, click rates, conversion, and list health.
• Familiarity with Google Analytics and the ability to connect CRM performance to broader site and commercial metrics.
• Experience managing a structured A/B testing programme and using results to drive improvement.
• Solid understanding of GDPR and PECR compliance as it relates to email marketing, consent management, opt‑out handling, and data hygiene.
• Confident managing multiple brand calendars simultaneously, organised, detail‑oriented, and able to prioritise effectively under pressure.
• Comfortable working in a fast‑paced, lean team where collaboration, initiative, and adaptability are essential.

Nice to Have

• Experience working across multiple brands or in a multi‑brand / house of brands environment.
• Familiarity with SMS marketing as a CRM channel.
• Experience building or managing a loyalty or VIP programme.
• Basic HTML/CSS knowledge for email template editing.
• An interest in travel, lifestyle, or premium consumer brands.

The Perks

• 33 days annual leave inclusive of Bank Holidays.
• Hybrid working – typical office days Monday, Tuesday & Thursday.
• Health cash plan provided by Medicash.
• Pension + pension advice, life insurance & discretionary company bonus.
• Enhanced family leave for both primary and secondary carers.
• Antler allowance & discount, Charlie HR perks, local partner discounts.