CRM & Retention Lead

About the Role

The CRM & Retention Manager is responsible for developing and executing Tutti Bambini's customer retention strategy, driving customer lifetime value, repeat purchase, engagement and loyalty across all customer touchpoints. The role owns the customer relationship beyond the first purchase, ensuring that every customer receives relevant, personalised communications throughout their parenting journey. Through the effective use of customer data, segmentation, automation and insight, the CRM & Retention Manager will increase customer retention, improve repeat purchase rates, and maximise the long‑term value of our customer base. Working closely with Ecommerce, Brand, Performance Marketing and Customer Service teams, the role will develop a best‑in‑class CRM programme that strengthens customer relationships, improves customer experience and contributes directly to revenue and profitability growth.

Responsibilities

• Develop and own the customer retention strategy across all lifecycle stages.
• Identify opportunities to increase repeat purchase, customer engagement and lifetime value.
• Create retention initiatives aligned to key customer milestones and parenting journeys.
• Own the CRM calendar and customer communication plan.
• Manage all email and SMS marketing activity.
• Develop automated customer journeys including welcome, nurture, post‑purchase, replenishment, review, win‑back and loyalty programmes.
• Ensure communications are personalised, relevant and commercially effective.
• Develop customer segmentation strategies based on behaviour, purchase history, lifecycle stage and engagement.
• Create personalised customer experiences that improve conversion and retention.
• Continuously test and optimise messaging, content and targeting.
• Analyse customer behaviour and lifecycle performance.
• Generate actionable insights to improve retention and customer value.
• Build reporting dashboards and performance tracking frameworks.
• Work closely with Ecommerce and Performance Marketing teams to identify growth opportunities.
• Deliver revenue growth through CRM channels.
• Improve customer lifetime value, repeat purchase rate and customer engagement metrics.
• Optimise campaign performance through testing and continuous improvement.
• Manage CRM budgets and platform performance.
• Partner with Ecommerce, Brand, Creative and Customer Service teams to deliver a consistent customer experience.
• Support product launches, seasonal campaigns and promotional activity.
• Ensure CRM activity aligns with wider commercial and brand objectives.

Success in This Role

• Increase CRM‑attributed revenue contribution.
• Increase customer lifetime value (LTV).
• Increase repeat purchase rate.
• Increase average order value from returning customers.
• Reduce customer churn.
• Increase active customer database size.
• Improve email engagement metrics including open rates, click‑through rates and conversion rates.
• Increase SMS subscriber growth and engagement.
• Improve customer review generation and advocacy.
• Deliver automated lifecycle programmes across all key customer journeys.
• Improve post‑purchase engagement and customer satisfaction.
• Develop highly personalised communications based on customer lifecycle stage.
• Establish clear customer segmentation frameworks.
• Deliver regular customer insight reporting to support business decision‑making.
• Use testing and analysis to continuously improve CRM performance.
• Build strong collaboration between CRM, Ecommerce, Brand and Customer Service teams.
• Ensure CRM activity supports wider business objectives and commercial priorities.

About You

• 5+ years' experience in CRM, retention, lifecycle marketing, or customer marketing, preferably within ecommerce, DTC, or consumer brands.
• Proven track record of driving customer retention, repeat purchase rate, customer lifetime value (LTV), and revenue through CRM programmes.
• Hands‑on experience with email, SMS, loyalty, customer segmentation, automation, and customer journey development.
• Experience using CRM platforms such as Klaviyo, Salesforce Marketing Cloud, Braze, HubSpot, or similar.
• Strong analytical capability with experience interpreting customer and campaign data to identify opportunities and measure performance.
• Customer‑centric mindset with a deep understanding of customer lifecycle marketing.
• Strong commercial awareness and ability to link CRM activity to business performance.
• Data‑driven decision maker with excellent attention to detail.
• Strong project management and organisational skills.
• Excellent communication and stakeholder management abilities.
• Comfortable balancing strategic planning with hands‑on campaign execution.

Location: Tutti Bambini's Head Office, 1068 High Road, London, England, N20 0QP, with work from home every Friday.