CRM Manager in London

We offer Hybrid Working (featuring all the essentials - fancy drinks fridge, striped walls and furry friends in abundance) alongside remote working from home, depending on business requirements.

Our founders, Andy (Head Poncho) and Ben (Towel Wizard of Oz), started Dock & Bay back in 2015, after sharing the same struggle of standard towels being too bulky for their backpacks while travelling. Following some intense brainstorming, D&B’s quick dry, 100% recycled wonders were born. Fast forward 8 years and Dock & Bay have become a certified B Corp, with over 100 products in 8 categories, selling in the UK, Australia, the US, Canada and Europe. Our mission is to make the world brighter, and we need your help.

Reporting into the Head of Marketing & eCommerce, the CRM Manager owns Dock & Bay’s retention strategy and customer lifecycle, sitting at the heart of our commercial growth engine. This role is responsible for driving customer retention, increasing lifetime value, and building a best-in-class CRM function across email, SMS and WhatsApp. With a strong focus on data, modelling and performance, the CRM Manager will forecast returning customer behaviour to inform acquisition needs and support overall revenue planning.

Working closely with the Growth Manager, this role ensures our retention strategy is both commercially impactful and continuously evolving, balancing creativity with data-driven decision making.

KEY RESPONSIBILITIES

• Own key CRM and retention KPIs, including retention rate, LTV, 30 day repurchase rate, channel revenue performance, review uptake and subscriber growth.
• Work closely with creative/design to ensure the design and choice of imagery resonates to hit the goals of our email campaigns and flows.
• Develop and lead our retention strategy, including customer modelling to forecast returning customer behaviour and support revenue planning.
• Drive lifecycle marketing and LTV optimisation, with a strong focus on improving 30 day repurchase rate.
• Own segmentation and customer profiling, ensuring we are leveraging data effectively to improve performance and personalisation.
• Take full ownership of all retention channels including email, SMS and WhatsApp, with responsibility for forward planning and campaign strategy.
• Own and optimise our email and SMS automation programmes, ensuring best-in-class lifecycle journeys.
• Manage Klaviyo as our core CRM platform, acting as the main point of contact and staying at the forefront of new features and opportunities.
• Build and execute strategies to grow our subscriber base while improving conversion rates.
• Develop and manage referral and loyalty initiatives as part of our retention ecosystem.
• Own customer data collection strategy, identifying when and how to capture key data points (such as preferences, interests and birthdays).
• Drive our customer reviews strategy across both product and brand, ensuring strong integration into marketing channels.
• Manage and optimise our use of GoCertify, testing offers and driving re-engagement through targeted campaigns.
• Lead a structured test and learn approach, owning the AB testing roadmap across all retention channels.
• Own all CRM reporting, providing clear insights into performance, opportunities and areas for improvement.
• Represent CRM performance in weekly trade and performance meetings, with full accountability for your channel.
• Understand and manage the impact of promotions and discounts on margin and overall business performance.
• Collaborate cross-functionally with Growth, Marketing and Commercial teams to ensure alignment and maximise impact.
• Manage and develop our CRM & Retention Executive.

DESIRED EXPERIENCE

• 5+ years’ experience in CRM, retention or lifecycle marketing, ideally within ecommerce or DTC.
• Strong understanding of customer lifecycle, segmentation and LTV optimisation.
• Hands-on experience with CRM platforms, ideally Klaviyo.
• Highly analytical with a data-driven mindset and strong commercial awareness.
• Experience managing multi-channel retention strategies (email, SMS, WhatsApp).
• Confident owning KPIs and reporting, with the ability to translate data into action.
• Experience with AB testing and optimisation frameworks.
• Strong understanding of how CRM performance impacts wider business metrics, including revenue and margin.
• Proactive, curious and always looking to test, learn and improve.
• Experience managing or mentoring junior team members.

The perks

You’ll be joining a glorious team of towel traders, with a shared mission to make the world brighter through colour and saving the planet. You’ll be involved in intense discussions, like whether a burger is a sandwich or not. Plus, you’ll get other cool things like the Cycle to Work scheme, tech scheme, a wellbeing membership, private health insurance, regular team socials as well as some glorious Dock & Bay products to show off to all of your friends. We’re a certified Great Place to Work and London Living Wage employer.

Diversity Commitment

Dock & Bay is an equal opportunity employer and we are committed to creating a diverse & inclusive environment free from any kind of discrimination. We strive to provide all employees with a safe space to thrive, where they can share ideas & opinions regardless of their backgrounds or perspectives.