CRM & Retention Manager in City of Westminster

Responsibilities

• Own the CRM channel as a core revenue driver, with responsibility for retention, LTV, and repeat purchase rate.
• Build and optimise lifecycle journeys (welcome, post‑purchase, winback, replenishment, browse abandon, etc.) with a clear testing roadmap.
• Develop advanced segmentation and personalisation strategies to ensure the right message reaches the right customer at the right time.
• Own the campaign calendar across email and SMS, aligning with trading and product launches.
• Continuously test messaging, offers, creative, and send‑time to drive incremental revenue.
• Own list growth strategy – including on‑site opt‑in optimisation, acquisition flows, and subscriber health – to grow and maintain a high‑quality CRM audience.
• Manage email deliverability: monitor sender reputation, list hygiene, bounce and suppression management, and inbox placement rates.
• Own QA and deployment processes to ensure every send is error‑free and correctly tracked before going live.
• Report on CRM performance and proactively identify growth opportunities.

SMS

• Own SMS as a first‑class owned channel alongside email, with its own strategy, automation flows, and performance targets.
• Build and optimise SMS subscriber acquisition and consent flows.
• Develop channel‑specific content and cadence strategies, balancing frequency with engagement.
• Monitor SMS performance and manage platform relationships.

Loyalty & Retention Programmes

• Own and develop the loyalty programme strategy in partnership with ecommerce & marketing teams, including points, VIP tiers, and referral mechanics.
• Design and optimise win‑back and re‑engagement programmes.
• Use customer data to inform personalised loyalty communications.
• Track and report on loyalty programme performance, identifying opportunities to improve retention and LTV.

Data, Insights & Tech

• Own the CRM and marketing tech stack – including platform evaluation, implementation oversight, and ongoing optimisation.
• Conduct cohort analysis and LTV modelling to understand how customer groups retain and monetise over time, and use this to inform strategy.
• Build and maintain CRM dashboards and performance reports; translate data into clear, actionable growth opportunities.
• Track key retention metrics: LTV, repeat purchase rate, churn, engagement, list growth, and deliverability.
• Collaborate with the ecommerce and performance teams to build and share CRM audiences that support paid acquisition strategies.

Agency & Vendor Management

• Manage relationships with external agencies, freelancers, and platform vendors where relevant.
• Own scope‑of‑work definitions, briefing, and QA to ensure accountability and performance.
• Evaluate and recommend new tools or partners as the business scales.

Collaboration

• Partner closely with Ecommerce, Creative, marketing and Merchandising teams.
• Ensure a consistent and compelling customer journey across all touchpoints.
• Feed customer insights back into brand and product decisions.

Benefits

• 25 days of holidays, plus bank holidays.
• Pension, with 4% employer contribution.
• Private medical insurance with Bupa.
• Select life insurance.
• Salary sacrifice dental insurance.
• Quarterly product allowance.
• Monthly team lunches.

Qualifications

• Demonstrable experience with a strong foundation in CRM and lifecycle marketing.
• Proven experience owning CRM as a revenue channel, not just executing campaigns.
• Hands‑on experience with email and SMS platforms such as Klaviyo.
• Solid understanding of email deliverability best practices and list health management.
• Experience growing a CRM subscriber base, not just managing an existing one.
• Confident working with data – comfortable with cohort analysis, LTV modelling, and building reports that inform strategic decisions.
• Familiarity with martech evaluation and platform management; you know what good looks like and can advocate for the right stack.
• Experience with loyalty and retention programme management.
• Strong understanding of ecommerce retention metrics (LTV, repeat purchase rate, churn, deliverability).
• Commercially minded, with a focus on driving measurable growth.
• Proactive, organised, and comfortable taking ownership in a fast‑moving, small team environment.

Equal Opportunity Employer

We are an equal opportunity employer and believe in an equitable and inclusive work environment, and a diverse, empowered team are key to achieving our mission. We are committed to ensuring that all employees and candidates have the opportunity to perform at their best. If you require any reasonable adjustments during the recruitment process or once employed, please let us know.