High-Growth Beauty, Skin & Wellness Brand
Hybrid | UK & International Markets
Fella & Jones is partnering with a high-growth beauty, skin and wellness brand expanding rapidly across the UK and international markets. With an engaged customer base and an established subscription offering, the business is looking for a Head of CRM & Subscription to lead customer engagement, grow subscription revenue and increase customer lifetime value.
You’ll shape how customers build lasting relationships with the brand, turning first purchases into repeat orders and long-term subscriptions. Combining strategic leadership with hands-on delivery, you’ll create personalised experiences that help customers discover products, establish routines and stay engaged.
The opportunity
Reporting to the Digital Director, you’ll own the CRM and subscription strategy, with responsibility for customer retention, subscriber growth and lifetime value. Leading your own team, you’ll bring together customer insight, lifecycle marketing and subscription trading to deliver measurable commercial growth.
This is an opportunity to influence a significant growth channel within an ambitious brand, shaping everything from customer communications and product replenishment journeys to subscriber benefits and churn prevention.
Your remit
- Develop and deliver the CRM and subscription strategy across UK and international markets, increasing repeat purchase, subscription adoption and customer lifetime value.
- Own the subscriber lifecycle, from conversion and onboarding through to replenishment, renewal, retention and win-back.
- Lead CRM activity across email, SMS and automated journeys, using segmentation and personalisation to deliver relevant communications at the right time.
- Build customer journeys around product usage, replenishment cycles and beauty and wellness routines, supporting engagement and repeat purchase.
- Grow subscription revenue by improving conversion, increasing subscriber value and reducing voluntary and payment-related churn.
- Optimise the subscription experience, including delivery frequency, product swaps, pause and skip options, cancellation journeys and subscriber benefits.
- Establish a testing programme across messaging, offers, timing and customer journeys to improve performance.
- Own forecasting and reporting across CRM revenue, active subscribers, churn, repeat purchase and customer lifetime value, using cohort analysis to guide decisions.
- Partner with eCommerce, brand, customer service and technology teams to connect campaigns, product launches and subscription experiences.
- Optimise the CRM and subscription technology stack, working with platforms such as Klaviyo, Braze, Recharge, Skio or similar.
- Develop loyalty and membership initiatives that strengthen the subscriber proposition and encourage advocacy.
- Lead, coach and develop your team, setting clear priorities and accountability for commercial results.
About you
You’ll bring experience leading CRM and subscription growth within a DTC consumer brand, ideally across beauty, skincare or wellness. You’ll understand how to build customer habits and long-term product engagement, combining a strong commercial outlook with the ability to develop and optimise programmes yourself.
We’re looking for someone with:
- A track record of growing CRM revenue, improving retention and increasing customer lifetime value.
- Experience owning or significantly developing a subscription proposition, with measurable success in subscriber growth and churn reduction.
- Strong, hands-on knowledge of Klaviyo, Braze or a comparable CRM platform, including automation, segmentation, personalisation and deliverability.
- Experience with Recharge, Skio or similar subscription platforms, and an understanding of the operational and customer experience factors that influence retention.
- An understanding of replenishment-led customer journeys and how product education, routines and relevant communications encourage repeat purchase.
- Confidence using cohort analysis, forecasting and testing to identify opportunities and prioritise investment.
- Experience developing subscriber benefits, loyalty or membership programmes.
- The ability to turn customer insight and performance data into clear recommendations for senior stakeholders.
- Experience leading and developing a team, with the willingness to stay close to execution.
- A proactive approach and the ability to move comfortably between strategy and delivery in a growing business.
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Head of CRM & Subscription High-Growth Beauty, Skin & Wellness Brand employer: Fella and Jones
Fella & Jones is an exceptional employer, offering a dynamic work environment in the heart of London where creativity meets luxury. With a strong emphasis on employee growth and development, team members are encouraged to take ownership of their roles while collaborating with a diverse international network. The company promotes a culture of ethical sourcing and sustainability, ensuring that employees are not only part of a successful brand but also contribute to responsible practices in the industry.
