CRM & Retention Lead

LeMieux is the UK's leading equestrian and lifestyle brand, with an ambitious global growth agenda and a passionately engaged customer base. Retention and customer lifetime value are central to that growth and CRM is how we get there. This is a key, hands-on role for a CRM and retention specialist who wants to own a programme end to end: strategy, technology, execution, measurement, and the cross-functional partnerships that make it all land. You will be the most senior CRM voice in the business, with the autonomy to shape the function and the support to invest in it properly.

This is a role for someone who can do the strategic thinking and the practical work, someone equally at home defining a three-year retention strategy or building a Klaviyo flow. Retention has historically lived in the shadow of acquisition at most ecommerce businesses, and ours has been no different. We are deliberately rebalancing that. As acquisition costs continue to rise across paid channels, the brands that win are the ones with the best retention engines and we intend to be one of them.

We are looking for a leader who can build CRM into a genuine commercial driver. The successful candidate will inherit a strong foundation, modern tooling, and a clear mandate to take retention performance to a different level.

What You'll Do

• Strategy and ownership
  • Own the company's CRM and retention strategy end to end from first post-purchase touchpoint through to win back.
  • Define and deliver the retention plan against clear commercial targets: repeat rate, customer lifetime value, contribution from CRM channels, and retention-driven revenue.
  • Build the business case for CRM investment in tech, in resource, and in programme then stand behind it with credible numbers.
  • Set the testing and learning agenda, balancing quick wins with longer-term structural improvements.
  • Support the execution of BAU marketing email and push comms across channels in close collaboration with the Marketing team.
• Customer journeys and lifecycle
  • Design, build and continuously optimise the full lifecycle programme: welcome, onboarding, post-purchase, replenishment, cross-sell, win back, lapsed, VIP, and beyond.
  • Use behavioural, transactional and preference data to build genuinely personalised journeys not just generic segmented sends.
  • Deliver across channels: email, SMS, push, in-app, and on-site personalisation.
  • Work with the wider Experience team on the post-click experience to ensure CRM journeys land coherently across the whole customer journey.
• Tech stack ownership
  • Own the CRM tech stack ESP, CDP, personalisation, loyalty, and reviews tooling currently including Klaviyo, Sweet Analytics, and Antavo.
  • Drive the evaluation, selection and integration of additional tooling where appropriate.
  • Be a key stakeholder in adjacent parts of the ecommerce tech stack website front end, merchandising, A/B testing, and rewards ensuring CRM and on-site experience work as one.
  • Maintain a high standard of data hygiene, list health and deliverability the unglamorous foundations that everything else rests on.
• Loyalty and advocacy
  • Own the loyalty programme strategy and day-to-day performance, driving meaningful engagement, not just sign-ups.
  • Identify and grow our VIP and high-value customer segments, with bespoke programmes where it makes commercial sense.
  • Build advocacy mechanics (referral, reviews, UGC) into the lifecycle programme as retention multipliers.
• Measurement and reporting
  • Build clear, decision-useful reporting on CRM and retention performance, including CLV, repeat rate, cohort behaviour, channel contribution and programme ROI.
  • Track and report on core campaign metrics; deliverability, open rate, CTR, conversion, revenue per send and benchmark against industry standards.
  • Use cohort analysis and customer segmentation to identify retention risks and opportunities before they show up in the headline numbers.
  • Translate complex customer data into clear recommendations for senior stakeholders.
• Cross-functional collaboration
  • Partner with the Senior Ecommerce Experience Manager on the broader customer experience agenda.
  • Work closely with the Senior Ecommerce Commercial Manager and the trading function to align CRM activity with the trading calendar and commercial priorities.
  • Collaborate with the marketing, creative, and content teams to ensure CRM output is on-brand and creatively strong, retention is a brand-building channel, not just a revenue channel.
  • Brief and manage agency support where appropriate.

What You'll Bring

• Minimum 3 years' hands-on CRM, retention and email marketing experience, ideally at a D2C consumer brand.
• Deep, current expertise with at least one major ESP (Klaviyo strongly preferred). Comfortable building flows, segments and campaigns yourself, not just briefing them.
• Strong analytical skills and a genuine data-driven mindset. You can read a cohort report, find the story, and act on it.
• Demonstrable track record of delivering meaningful commercial uplift through CRM, measurable, attributable, and defensible.
• Excellent understanding of segmentation, lifecycle design, personalisation and customer journey optimisation.
• Strong copy and creative instincts. You know good from bad, and you can give clear creative direction because in CRM, the message matters as much as the mechanism.
• Commercial mindset. You understand that CRM is a means to an end; profitable, sustainable customer relationships, not an end in itself.

Desirable:

• Experience working in a premium or brand-led category where customer expectations are high (fashion, beauty, lifestyle, premium D2C).
• Experience evaluating, selecting or migrating CRM/ESP/CDP platforms.
• Exposure to loyalty programme design and management.
• Experience working across multiple markets (UK, US, EU).

Why Join LeMieux?

Founded in 2006, LeMieux is the UK's fastest-growing equestrian and lifestyle brand with a global presence. Driven by innovation and passion for horses and riders, we're expanding our 150-strong team based in our Romsey HQ and looking for exceptional people to join us on our journey. We're on a mission to be the most exciting equestrian brand on the planet. To get there, we need exceptional people who thrive in a fast-paced, creative environment and a culture that values innovation, collaboration, and problem-solving. Whether you ride or not, you'll share our energy, determination, and obsession with delivering excellence for our community.

From financial security to time with your loved ones (on two legs or four), we continually invest in our employees. We are committed to creating a diverse, inclusive, and equitable workplace where everyone feels valued and empowered to thrive. We believe that varied perspectives drive innovation and strengthen our team. We welcome applications from individuals of all backgrounds, experiences, and identities - including but not limited to race, ethnicity, gender, age, disability, sexual orientation, and neurodiversity. We are an equal opportunity employer and actively promote an environment of respect, support, and opportunity for all. Please let us know if you require any reasonable adjustments throughout the application process.