CRM Manager

Reporting Line: Head of Ecommerce (D2C) Lily’s Headquarters Goodge Street, Fitzrovia (with hybrid working between the office and working from home).

Equality and Inclusiveness at Lily’s Kitchen: At Lily’s Kitchen, we want to build and maintain a values-driven culture of trust and inclusion, one that empowers people safely and comfortably to express every characteristic of their personal identity and experience. We’re committed to supporting and encouraging a diverse and inclusive workforce. That means that whatever your ethnic origin, religion, gender, sexual orientation, gender identity, gender expression, age or status as an individual with a disability, you’ll get all the opportunities, respect and support you’d expect from a passionate business that cares about its people (as well as its pets). We strongly encourage people of colour, lesbian, gay, bisexual, transgender, queer and non‑binary people, veterans, parents, individuals with disabilities and/or other people from under‑represented groups to apply. Lily’s Kitchen is an equal opportunities employer and welcomes everyone to our team. If you need reasonable accommodation at any point in the application or interview process, please let us know. In your application, please feel free to note which pronouns you use.

Location: This is a hybrid role, with a mix between working approximately 1‑2 days a week (or more if you prefer) in our beautiful central London office (Goodge Street) and working from home.

Every single member of the Lily’s Kitchen team pledges to uphold our B Corp and broader sustainability strategy personally, within their respective departments, and across the entire company. This commitment is demonstrated through actively advancing areas of responsibility within their teams, adhering to sustainability targets set by the company and departments, actively participating in sustainability discussions and decision‑making processes, and fostering a team culture that is deeply passionate about the overall wellbeing of people, the planet and of course, pets.

Aligned with our commitment to being a force for good and championing ESG initiatives, financial compensation and reward is driven by annual objectives and performance, including the successful achievement of a social and environmental objective.

Your place at the Lily’s Kitchen Table: As CRM Manager you will be responsible for building meaningful, long‑term relationships with pet parents through data‑led, personalised communication. The role drives customer retention, lifetime value, and brand loyalty by delivering best‑in‑class CRM strategies that reflect Lily’s Kitchen’s values of care, quality, and transparency. This role is at the heart of our D2C growth strategy, through connecting customer insight, commercial performance, and brand storytelling. With a passion for CRM, you will bring innovation and a knowledge of customer engagement techniques which will inspire and support our business goals.

How will I make a difference: You will as an omni‑channel brand our D2C channel plays an important role in helping us build a direct conversation with pet parents, supporting them through their pets life stages. The role is largely focused on the following categories:

• Own and evolve the D2C CRM strategy, aligning with commercial and brand objectives through defined lifecycle journeys across acquisition, onboarding, retention, reactivation and loyalty.
• Campaign Execution: Plan, build, and optimise CRM campaigns using email which integrate always‑on and seasonal campaigns driving repeat purchase and increasing adoption and retention of subscription customers.
• Customer Insight & Data: Translating customer and pet data into actionable insights, monitoring and reporting on key CRM KPIs including; retention & churn, Customer Lifetime Value (CLV), repeat purchase rate and engagement metrics.
• Ownership of the CRM technology ecosystem (Dotdigital, Rais, Recharge), building test and learn roadmap to ensure continuous improvement of performance.
• Working closely with Performance and Trading teams to improve data quality and automation whilst championing GDPR‑compliant, ethical use of customer data.
• Commercial Impact: Support delivery of D2C revenue targets through incremental sales, subscription retention, and reduced churn ensuring there is balance between commercial effectiveness with customer trust and brand integrity.

Further role responsibilities:

• Collaborate with wider team on digital marketing campaigns, mapping customer journey across touchpoints and build communications which maximise commercial opportunities and drive loyalty and retention goals.
• Build and manage campaign schedules and support the improvement of processes and communication of best practices.
• Line manage CRM Executive supporting them to learn and grow in role.
• Be an ambassador for our social and environmental credentials – seeking opportunities to drive our ‘proper goodness’ content to consumers about our hard work in this area and working with like‑minded partners/suppliers.

How will I contribute to the team:

• 3 or 4 years experience working in D2C brand.
• Knowledge of technology solutions and CRM platforms including Dotdigital and Shopify Plus essential.
• Highly proficient in process of building automated campaigns and contact programs with workflows including service/transactional emails and trigger, behaviour based.
• Knowledge of database segmentation techniques and understanding of writing data queries.
• Able to combine commercial and analytical skills to drive business goals.
• GDPR and data privacy legislation fluency.
• Proven experience of subscription program management essential.
• Confident, clear communicator who is able to effectively translate analytical and strategic perspective.
• Strong ability to multitask in a fast‑moving entrepreneurial environment.
• And it goes without saying, you should have a real passion for pets!

At Lily’s Kitchen we believe that everyone should enjoy their time at work. We reward the care our people put into their job, by caring for them in return. Our benefits are designed to make our people smile, save for the future, stay healthy and give back where they can and include:

• Dogs at work; what better way to put a smile on your face!
• Flexible Working: flexitime, working from home, part‑time working, flexible support, faith based public holidays.
• Save for the Future and Protect Loved ones: a pension plan that goes beyond, the option for salary exchange and an option of an ethical pension fund reflecting our team’s attitudes and needs. Plus, a life assurance scheme to look after those that depend on you.
• Staying healthy and well: Our team’s health and wellbeing is very important to us and we offer private medical, private dental, employee assistance programme, mental first aiders and a cycle to work scheme (and an electric car salary sacrifice scheme).
• Supporting our community: with a volunteering allowance we can give back to causes we are passionate about. Plus supporting and having fun together as a team.
• And more …

At Lily’s Kitchen we are pet food pioneers. We are changing the game with our mission to provide proper food for cats and dogs all over the world. Lily’s Kitchen was founded in London in 2009, by Henrietta Morrison who set out to feed her beloved dog, Lily, food she could trust. Lily’s Kitchen is now the No1 Brand in premium natural pet food, still focusing on the mission to inspire pet parents to feed their four‑legged friends natural, proper food for pets. Lily’s Kitchen was a founding member of the UK B Corp movement and the first pet food brand in the world to achieve B Corp status. Determined to use business as a force for good, Lily’s Kitchen has recently partnered with Dogs Trust to support dogs in need and are proud to lend a paw to charitable causes. We sell our nutritious natural recipes for cats and dogs in over 1,000 stockists, like Waitrose, Tesco, Ocado, organic food shops, vets, independent pet shops and garden centres all over the UK. We also sell internationally and are now sold in more than 30 countries worldwide.

Our Vision: We’re all about warming hearts, feeding souls and enriching lives, for both our customers and employees.

Our Values: We recruit to our values at Lily’s Kitchen: Respectful. Dedicated. Audacious. Passionate. Responsible.

Our People: We seek out and develop talented people who love to succeed and make a positive difference in everything they do.