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- Tasks: Lead and grow the CRM team, driving email and SMS marketing strategies for top DTC brands.
- Company: Join ElliotDigital, a multi-award-winning agency known for innovative retention marketing.
- Benefits: Enjoy hybrid working, unlimited coffee, team lunches, and a yearly training budget.
- Why this job: Be part of a dynamic team that values creativity and collaboration in a fast-paced environment.
- Qualifications: 4+ years in CRM with hands-on experience in Klaviyo and Shopify; strong analytical skills required.
- Other info: Work in a dog-friendly office with plenty of snacks and the option to work abroad for 3 weeks.
The predicted salary is between 42000 - 60000 £ per year.
Hybrid working – 3 days in office – Hackney (London Fields)
Role type – Permanent / Full Time
Compensation: Up to £60,000 DOE
The role
We’re on the hunt for a strategic and hands-on Head of CRM to join our multi-award-winning retention marketing agency. In this senior role, you’ll lead and grow our CRM team (currently 3+), working closely with our in-house copy and design functions to deliver world-class Email & SMS marketing for a roster of industry-leading DTC brands.
You’ll bring deep experience with Klaviyo and a proven ability to drive customer engagement, loyalty, and LTV through lifecycle marketing. From high-performing flows to sharp segmentation strategies, you’ll set the standard for best-in-class retention – across industries like snacks, beverages, supplements, apparel, and more.
Key responsibilities
- Own the lifecycle marketing strategy across email and SMS for all clients — driving engagement, repeat purchases, retention, and LTV.
- Regularly liaise with priority clients to deliver monthly and quarterly strategies tailored to their goals and growth stage.
- Act as point of contact for escalations or strategic conversations not resolved at the Account Manager or Executive level.
- Oversee and optimise CRM campaign briefs and flows, ensuring all work aligns with client objectives and brand tone.
- Stay ahead of industry trends, platform updates (e.g. Klaviyo, Postscript, WhatsApp), and emerging best practices — bringing innovation into our client work.
- Manage and mentor the CRM team — overseeing onboarding, training, weekly 1:1s, and bi-annual performance reviews.
- Maintain high team satisfaction and wellbeing, while building a culture of feedback, performance, and personal development.
- Effectively prioritise CRM team resource allocation across clients based on profitability, churn risk, and strategic value.
Operations & Performance
- Own quarterly KPIs for the CRM team and drive performance across the portfolio of brands.
- Set and refine internal workflows and processes to streamline execution and improve output quality.
- Lead team capacity planning and resource management to ensure delivery across all accounts.
- Leverage data to continuously test, measure, and optimise CRM strategy and execution.
- Develop and maintain high-quality reporting templates and strategic decks used across clients.
- Lead segmentation, deliverability, and audience logic best practices — ensuring every campaign and flow hits the right inbox, at the right time.
- Provide clear reporting and actionable recommendations to internal teams and clients, with confidence in forecasting, revenue attribution, and growth metrics.
Cross-Functional Collaboration
- Work closely with Account Managers, Designers, Copywriters, and Executives to deliver best-in-class retention campaigns.
- Build relationships with tech vendors (Klaviyo, Attentive, Recharge, etc.) to ensure our clients are getting the most from the platforms we use.
- Help shape the onboarding and CRM strategy for new brand launches, ensuring alignment with our standards and playbooks.
Requirements
- 4+ years of experience in CRM, retention marketing, or lifecycle strategy — ideally within a fast-paced agency or high-growth DTC brand
- Deep hands-on knowledge of platforms like Klaviyo, Skio & Attentive etc, and Shopify
- 3+ years experience working with Shopify & in the DTC space (CPG/FMCG experience is a bonus)
- Proven track record of driving measurable growth through email and SMS marketing
- Expertise in email best practices, including segmentation, deliverability, copy and design approaches
- Strong analytical and strategic skills, understanding of A/B testing practices, ability to draw conclusions from data and take action accordingly
- Experience managing and mentoring high-performing teams
- Excellent communication skills — able to present strategies clearly to clients and team, and back decisions with data
- Confident handling multiple stakeholders, shifting priorities, and fast turnarounds without sacrificing quality
- Highly organised and systems-oriented – comfortable building workflows, managing team capacity, and setting standards
- Commercial mindset – able to balance retention strategy with business outcomes and client growth goals
- Self-motivated with a client-first mentality, consistently taking the initiative to deliver exceptional results.
- Comfortable with reporting, forecasting, and performance reviews at both tactical and strategic levels
About us
ElliotDigital is a multi-award winning, highly-collaborative, and fast-growing retention marketing agency in London, working with the most exciting and disruptive DTC brands in their respective industries.
Our expertise in email and SMS marketing allows our clients to cultivate relationships with potential customers and build lasting relationships with current customers to create lifetime value.
We are looking for someone to bring unmatched creativity, curiosity and good energy to our small and dynamic team.
- EMI Share options
- Hybrid working (3 days in Hackney-based office, 2 WFH)
- Provided MacBook laptop to work from
- Get your birthdays off
- Unlimited free coffee
- Dog-friendly office
- Tons of office snacks (and discounts to ElliotDigital brands)
- Team lunches and social activities
- Work from abroad for up to 3 weeks a year
- Agency culture is important – you’ll be working in a team environment
- Access to a yearly training budget to spend on developing your role in the agency
Hybrid working – 3 days in office – Hackney (London Fields)
Role type – Permanent / Full Time
Compensation: Up to £60,000 DOE
Seniority level
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Head of CRM (DTC/Ecommerce) employer: ElliotDigital | Retention Marketing Agency
Contact Detail:
ElliotDigital | Retention Marketing Agency Recruiting Team
StudySmarter Expert Advice 🤫
We think this is how you could land Head of CRM (DTC/Ecommerce)
✨Tip Number 1
Familiarise yourself with Klaviyo and other CRM platforms mentioned in the job description. Having hands-on experience or even a solid understanding of these tools will set you apart during discussions and demonstrate your readiness for the role.
✨Tip Number 2
Showcase your ability to drive customer engagement and loyalty through specific examples from your past work. Prepare to discuss how you've successfully implemented lifecycle marketing strategies that resulted in measurable growth.
✨Tip Number 3
Network with professionals in the DTC space, especially those who have experience with retention marketing. Engaging with industry peers can provide insights and potentially lead to referrals, increasing your chances of landing an interview.
✨Tip Number 4
Stay updated on the latest trends in email and SMS marketing. Being able to discuss recent innovations or best practices during your conversations will show your passion for the field and your commitment to bringing fresh ideas to the team.
We think you need these skills to ace Head of CRM (DTC/Ecommerce)
Some tips for your application 🫡
Tailor Your CV: Make sure your CV highlights relevant experience in CRM, retention marketing, and lifecycle strategy. Emphasise your hands-on knowledge of platforms like Klaviyo and Shopify, as well as any measurable growth you've driven through email and SMS marketing.
Craft a Compelling Cover Letter: In your cover letter, showcase your strategic mindset and ability to lead a team. Mention specific examples of how you've successfully managed CRM campaigns and improved customer engagement. Make it clear why you're excited about the opportunity at ElliotDigital.
Highlight Team Management Experience: Since the role involves managing and mentoring a CRM team, be sure to include details about your experience in team leadership. Discuss how you've fostered a culture of feedback and performance, and any successful training initiatives you've implemented.
Showcase Analytical Skills: Demonstrate your strong analytical skills by providing examples of how you've used data to optimise CRM strategies. Mention your familiarity with A/B testing practices and how you've drawn actionable insights from data to drive results.
How to prepare for a job interview at ElliotDigital | Retention Marketing Agency
✨Showcase Your CRM Expertise
Make sure to highlight your experience with CRM platforms, especially Klaviyo, during the interview. Be prepared to discuss specific campaigns you've managed and the results achieved, as this will demonstrate your hands-on knowledge and strategic thinking.
✨Prepare for Scenario-Based Questions
Expect questions that ask how you would handle specific client scenarios or challenges in CRM strategy. Think about past experiences where you successfully navigated similar situations and be ready to share those stories.
✨Demonstrate Leadership Skills
As a Head of CRM, you'll be managing a team. Be prepared to discuss your leadership style, how you mentor team members, and how you foster a positive team culture. Share examples of how you've previously led teams to success.
✨Stay Updated on Industry Trends
Research the latest trends in CRM and retention marketing, particularly in the DTC space. Being able to discuss recent developments or innovations will show your passion for the industry and your commitment to bringing fresh ideas to the role.
