Senior CRM Manager | DTC Consumer Scaleup | London

Senior CRM Manager | DTC Consumer Scaleup | London

The Client

A fast-growing DTC consumer health and wellness business, built around high-quality, science-led products and a customer base that has grown quickly through a strong product proposition and word of mouth. The business is now around £5m and has its sights firmly set on £10m+, with significant investment behind the brand and the infrastructure needed to support the next stage of growth. They are also expanding internationally, giving the team the opportunity to build a genuinely global consumer business from its UK base.

There is a lot of momentum behind the business, but it is still at a stage where the right people can have a real impact. As the customer base grows and the business enters new markets, there is a clear opportunity to become much more sophisticated in how customers are acquired, engaged and retained — particularly across subscription, repeat purchase and the wider customer lifecycle.

A new Director of Marketing is joining to lead this next phase, and this role will be an important part of building out the function around them. For the Senior CRM Manager, it’s an opportunity to take ownership of CRM at a point where there is already a strong customer base and product, but plenty of scope to shape the strategy, build the retention engine and grow the function alongside the wider business. You’ll also manage and develop a junior member of the team.

The Role

As Senior CRM Manager, you’ll own the CRM and retention strategy across the full customer lifecycle, with a focus on customer engagement, repeat purchase, subscription, retention and LTV.

You’ll develop and optimise the CRM roadmap across email, lifecycle marketing, segmentation, personalisation, automation and customer journeys, working closely with Ecommerce, Performance and Brand. You’ll also manage and develop a junior member of the CRM team, combining hands-on execution with ownership of the wider function.

Key Duties

• Own the CRM, lifecycle and retention strategy across acquisition, onboarding, engagement, conversion, repeat purchase, subscription and reactivation.
• Develop and optimise automated customer journeys across the full lifecycle, including welcome, abandoned basket, post-purchase, replenishment, subscription, cross-sell, upsell, win-back and lapsed customer flows.
• Own CRM campaign planning across email, SMS and other relevant channels.
• Develop customer segmentation and personalisation strategies using behavioural, transactional and engagement data.
• Drive subscription growth, customer retention, repeat purchase and customer lifetime value.
• Analyse customer cohorts, purchasing behaviour and CRM performance to identify commercial opportunities.
• Lead A/B testing across messaging, creative, offers, frequency, segmentation and customer journeys.
• Own CRM reporting, KPIs and performance analysis across revenue, engagement, retention, repeat rate, churn and LTV.
• Work closely with Ecommerce and Performance Marketing to improve the value of acquired customers and understand the relationship between CAC, retention and LTV.
• Partner with Brand and Creative to develop relevant, engaging and on-brand customer communications.
• Manage, mentor and develop a junior member of the CRM team.
• Develop the CRM roadmap as the business scales, identifying opportunities across automation, personalisation, data and technology.

What the Client Would Like to See

• Strong CRM, lifecycle, retention or customer marketing experience within a DTC, ecommerce or consumer scaleup.
• Hands-on experience with platforms such as Klaviyo, including flows, campaigns, segmentation, automation and reporting.
• Strong understanding of retention, repeat purchase, subscription, churn and customer lifetime value.
• Experience building and optimising customer journeys across the lifecycle.
• Strong analytical and commercial mindset, with the ability to turn customer data into actionable growth opportunities.
• Experience working closely with Ecommerce, Performance and Brand teams.
• Comfortable operating strategically while remaining hands-on with execution.
• Experience managing or mentoring more junior CRM talent.

What We Would Like to See

• Experience in a fast-growth DTC consumer business where CRM is a key part of the growth strategy.
• Subscription or replenishment-led business experience.
• Experience improving retention and LTV through segmentation, personalisation and lifecycle marketing.
• Experience scaling CRM from an established customer base rather than simply managing an established programme.
• Shopify and wider ecommerce ecosystem experience.
• Experience across both acquisition and retention.
• Health, wellness, nutrition or other repeat-purchase consumer experience.

Location

London (Hybrid)

At Harmonic, we are dedicated to fostering an inclusive and equitable workplace. We actively welcome applications from individuals of all backgrounds and assure that every candidate will be thoughtfully considered for the roles we represent, without regard to race, religion, gender expression, disability, or sexual orientation.