At a Glance
- Tasks: Lead customer retention strategies and enhance engagement through innovative CRM initiatives.
- Company: Join a family-owned nursery furniture brand with over 30 years of experience.
- Benefits: Flexible work options, competitive salary, and a supportive team environment.
- Other info: Collaborative culture with opportunities for professional growth and development.
- Why this job: Make a real impact on customer experiences while working with a passionate team.
- Qualifications: 5+ years in CRM or customer marketing, with strong analytical and project management skills.
The predicted salary is between 32000 - 40000 £ per year.
About Tutti Bambini
Tutti Bambini is a family-owned nursery furniture company founded over 30 years ago by Michael and Debra Samuel with the goal of supporting new mothers and fathers during their first steps into parenthood. After years working in nursery retail, and as parents themselves, Michael and Debra realised that nursery furniture available on the market often didn’t offer the versatility, value, and safety that new parents needed for their little ones. Drawing on a background in technical design, and on their own parenting experiences, Michael and Debra created Tutti Bambini: a nursery furniture range combining elegance and beauty with innovation and practicality. From its beginnings in a little London store, the Tutti Bambini brand has grown to become a feature in nurseries across the UK, and includes ranges of cots, cot beds, nursing chairs, highchairs, and more. Crafted to the highest standards of quality and safety, every piece of Tutti Bambini furniture is designed to be loved, and used, by families for years to come. Tutti Bambini has been acquired by Heroes in 2023, and is now part of Heroes' family of brands.
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
- Customer Retention Strategy: 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.
- CRM & Email Marketing: 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.
- Customer Segmentation & Personalisation: 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.
- Data & Customer Insights: 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.
- Commercial Performance: 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.
- Cross-Functional Collaboration: 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.
What success in the role looks like
- Commercial Impact: Increase CRM-attributed revenue contribution. Increase customer lifetime value (LTV). Increase repeat purchase rate. Increase average order value from returning customers. Reduce customer churn.
- Customer Engagement: 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.
- Customer Journey Excellence: 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.
- Data & Insight: Establish clear customer segmentation frameworks. Deliver regular customer insight reporting to support business decision-making. Use testing and analysis to continuously improve CRM performance.
- Team & Ways of Working: 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.
CRM & Retention Lead employer: Makeheroes
Tutti Bambini is an exceptional employer that values its employees and fosters a supportive work culture, particularly for those in the CRM & Retention Lead role. With a focus on personal and professional growth, employees benefit from collaborative cross-functional teams and innovative projects that directly impact customer experiences. Located in London, the company offers a flexible work environment, including remote work options, making it an attractive place for individuals seeking meaningful and rewarding employment in the nursery furniture industry.
StudySmarter Expert Advice🤫
We think this is how you could land CRM & Retention Lead
✨Show Your Creative Side
In marketing communications, standing out is key. Get creative with your application! Consider designing a mini-campaign or pitch that highlights your skills and understanding of the brand. Tailor it for Makeheroes and show them what you can bring to the table.
✨Engage in Marketing Communities
Get involved in local or online marketing communications groups. Check out platforms like Meetup for events and workshops. Networking here can lead to hidden job openings and valuable insights into the industry trends—this is where we often discover what companies like Makeheroes are looking for.
✨Leverage Social Media
Use platforms like LinkedIn and Twitter to showcase your passion for marketing communications. Share insights, articles, and your own content that resonates with the industry. Tagging or interacting with Makeheroes on these platforms can catch the eye of recruiters and show you're genuinely interested in them.
✨Attend Industry Events
Keep an eye out for marketing conferences and workshops. These are great places to meet potential employers face-to-face and make connections that could land you a full-time role at Makeheroes. Bring your business cards and be prepared to chat about how you can contribute!
We think you need these skills to ace CRM & Retention Lead
Some tips for your application 🫡
Craft an Impactful Cover Letter:Your cover letter is your chance to shine! Focus on your passion for marketing communications and how your previous experiences can benefit Makeheroes. Make sure to mention specific campaigns or projects you’ve worked on that showcase your creativity and strategic thinking.
Showcase Your Writing Skills:As you're diving into a marketing communications role, your writing ability is crucial. Include samples of your work, like blog posts, press releases, or social media campaigns in your application. This lets us see your style and how you engage with different audiences.
Tailor Your CV to Marketing:Your CV should highlight relevant marketing skills and experiences! Include specific tools or platforms you’ve used, like Google Analytics or social media management software. Mention any certifications or workshops related to marketing that you've completed – they can give you an edge!
Demonstrate Your Understanding of Makeheroes:Show us that you’ve done your homework! In your application, briefly mention what you admire about Makeheroes’s marketing approach or any recent campaigns that caught your attention. This can reveal your enthusiasm for the role and your genuine interest in joining our team!
How to prepare for a job interview at Makeheroes
✨Showcase Your Creative Campaigns
Get ready to flaunt your portfolio! Include examples of previous marketing campaigns you've worked on, especially those that showcase your creativity and strategy. Recruiters at Makeheroes will be keen to see how you conceptualise and execute campaigns, so highlight any measurable outcomes to back up your claims.
✨Know Your Digital Tools Inside Out
If you’re heading into a marketing-communications role, make sure you're comfortable discussing key digital marketing tools like Google Analytics, HubSpot, or Hootsuite. Expect some technical questions about how you've used these tools in the past, as they'll want to gauge your hands-on experience and how you analyse data to drive marketing decisions.
✨Be Ready for Scenario-Based Questions
At Makeheroes, they may throw some scenario-based questions your way, aimed at testing your problem-solving skills in real-life marketing situations. Think through potential challenges you’ve faced, how you navigated them, and be prepared to discuss your thought process and outcome.
✨Demonstrate Your Passion for Marketing
As you’re applying for a full-time position, show that you're not just looking for a job, but a career in marketing. Talk about the latest trends in marketing communications, your favourite campaigns, and why they inspire you. Your enthusiasm can really make you stand out and demonstrate that you’re committed to growing within the field.
