At a Glance
- Tasks: Lead customer retention strategies and create engaging communication for parents.
- 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 development.
- Why this job: Make a real difference in the lives of new parents while driving business growth.
- Qualifications: 5+ years in CRM or customer marketing, with strong analytical skills.
The predicted salary is between 50000 - 60000 £ 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 Manager 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 Manager role. With a focus on personal and professional growth, employees benefit from collaborative cross-functional teams and the opportunity to make a meaningful impact on customer experiences. Located in London, the company offers a flexible work environment, including remote work options, ensuring a healthy work-life balance while contributing to a brand dedicated to enhancing the parenting journey.
StudySmarter Expert Advice🤫
We think this is how you could land CRM & Retention Manager
✨Tip Number 1
Network like a pro! Reach out to your connections in the industry, attend events, and join relevant online groups. You never know who might have the inside scoop on job openings or can put in a good word for you.
✨Tip Number 2
Prepare for interviews by researching the company and its culture. Understand their products and values, especially how they relate to customer retention. This will help you tailor your answers and show you're genuinely interested in Tutti Bambini.
✨Tip Number 3
Practice your pitch! Be ready to explain how your experience aligns with the CRM & Retention Manager role. Highlight your successes in driving customer engagement and retention, and don’t forget to share specific examples.
✨Tip Number 4
Apply through our website! It’s the best way to ensure your application gets seen. Plus, it shows you’re serious about joining the Tutti Bambini family and are keen to contribute to their mission of supporting new parents.
We think you need these skills to ace CRM & Retention Manager
Some tips for your application 🫡
Tailor Your CV:Make sure your CV is tailored to the CRM & Retention Manager role. Highlight your experience in customer retention strategies and any relevant tools you've used, like Klaviyo or Salesforce. We want to see how your skills align with our needs!
Craft a Compelling Cover Letter:Your cover letter is your chance to shine! Share your passion for customer engagement and retention, and explain why you’re excited about joining Tutti Bambini. Let us know how you can contribute to our mission of supporting new parents.
Showcase Your Data Skills:Since data analysis is key for this role, make sure to mention any experience you have with interpreting customer behaviour and generating insights. We love candidates who can turn numbers into actionable strategies!
Apply Through Our Website:Don’t forget to apply through our website! It’s the best way for us to receive your application and ensures you’re considered for the role. Plus, it shows you’re keen on being part of our team at Tutti Bambini!
How to prepare for a job interview at Makeheroes
✨Know Your Customer Retention Strategies
Before the interview, brush up on various customer retention strategies. Be ready to discuss how you would develop and execute a retention strategy for Tutti Bambini, considering their unique customer base of new parents. Think about specific initiatives that could enhance customer engagement and loyalty.
✨Familiarise Yourself with CRM Tools
Make sure you're well-versed in CRM platforms like Klaviyo or Salesforce Marketing Cloud. During the interview, highlight your hands-on experience with these tools and how you've used them to drive customer retention and improve campaign performance in previous roles.
✨Showcase Your Analytical Skills
Prepare to discuss how you've analysed customer behaviour and lifecycle performance in the past. Bring examples of actionable insights you've generated from data and how they led to improved retention rates or increased customer lifetime value.
✨Emphasise Cross-Functional Collaboration
Tutti Bambini values teamwork across departments. Be ready to share examples of how you've successfully collaborated with Ecommerce, Brand, and Customer Service teams in previous roles. Highlight any projects where your collaboration led to a better customer experience or improved business outcomes.
