CRM & Loyalty Manager (Maternity Cover FTC) in London

At Loaf we make insanely comfy sofas, beds and homewares that help people lead more comfortable lives. Founded in 2008, Loaf has steadily grown each year to become one of the leading premium furniture and homeware brands in the UK. We now have 12 Shacks (stores to everyone else!), with more on the way. It's an exciting time to join an ambitious business.

We are seeking a detail-oriented CRM & Loyalty Manager to cover a period of maternity leave. Reporting to the Chief Customer Marketing Officer, this role will take ownership of our Email, SMS and Direct Mail channels from both a strategic and hands‑on executional perspective, driving customer engagement, retention and loyalty through targeted, personalised communications.

Working cross-functionally with our Creative, Web, Product and Tech teams, you will play a key role in growing customer engagement, increasing lifetime value and delivering a best‑in‑class CRM experience across every stage of the customer journey. This role is based in our Head Office at Ladbroke Grove (3 days in the office, 2 days remote).

The Job

• Email
  • Own and execute the end-to-end email marketing strategy across BAU campaigns, automated journeys and lifecycle communications.
  • Build, test and optimise customer journeys including welcome, post-purchase, reactivation, browse abandonment and loyalty campaigns.
  • Work closely with the Creative team to deliver engaging, on‑brand campaigns that inspire customers and drive conversion.
  • Segment audiences using behavioural, transactional and demographic data to deliver highly personalised communications.
  • Monitor campaign performance and provide actionable insights to improve open rates, click‑through rates, conversion and retention.
  • Drive continuous A/B testing across messaging, design, timing and audience targeting.
• Sms
  • Develop and grow the SMS channel as part of the wider CRM strategy.
  • Create targeted SMS campaigns to support launches, promotions, events and customer retention initiatives.
  • Ensure SMS communications complement and enhance the wider customer journey.
  • Monitor channel performance and identify opportunities to improve engagement and ROI.
• Direct Mail
  • Plan and execute direct mail and door drop campaigns that support customer acquisition, retention and loyalty objectives.
  • Identify opportunities for personalised and data‑led direct mail activity.
  • Work with internal stakeholders and external suppliers to manage artwork, print production and delivery timelines.
  • Analyse campaign performance and measure effectiveness against commercial and engagement KPIs.
  • Explore innovative ways to integrate direct mail with digital CRM activity for a seamless customer experience.
• General
  • Own and evolve the CRM and loyalty strategy to increase customer lifetime value, repeat purchase and engagement.
  • Manage the retention and email/sms marketing calendar and ensure campaigns are delivered accurately and on time.
  • Manage the retention and direct mail budgets, tracking spend and forecasting effectively.
  • Manage and optimise CRM tools and platforms, ensuring best practice processes are followed.
  • Stay up to date with CRM, loyalty and customer engagement trends and bring fresh ideas to the business.
  • Support the business with wider data and reporting projects.

We're looking for

• Proven experience: 5+ years of experience in CRM, retention or loyalty marketing, ideally within retail, ecommerce or lifestyle brands.
• Strong understanding of customer lifecycle marketing and retention strategies.
• Hands‑on experience with email service providers and CRM platforms including Ometria and Attentive.
• Excellent analytical skills with the ability to interpret data and translate insights into action.
• Experience building customer segments, automated journeys and personalisation strategies.
• Commercially minded with a passion for delivering exceptional customer experiences.
• A collaborative approach and confidence working cross‑functionally with creative and technical teams.
• Budget management experience.
• Solid understanding of GDPR and data protection best practices in a CRM context.

Some Of Our Benefits

• 25 days holiday, increasing by 1 day each year for 3 years, plus 8 days for bank holidays.
• Enhanced family leave policy.
• Staff and friends and family discount scheme.
• Healthcare cash plan.
• EAP programme.
• Shopping discounts.
• Cycle to work scheme.
• Half a day for Christmas shopping.
• Life Assurance - 4 times annual salary.

What's it like working at Loaf?

We are a forward‑thinking, friendly bunch committed to building a fabulous company with brilliant people. The customer is at the heart of everything we do and we're always striving for better, more efficient ways to deliver to the highest standard. As a business, we're working really hard to be inclusive. No matter what identity or background, we want everyone to feel welcome in a place where we can all be ourselves. We'd love you to join us on our journey.