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For Companies At a Glance
- Tasks: Lead and execute CRM strategies for D2C and B2B ecommerce, driving customer engagement and retention.
- Company: Fast-paced ecommerce business with a focus on growth and high performance.
- Benefits: Competitive salary, generous staff discounts, and real ownership of your work.
- Why this job: Make a significant impact in a dynamic environment while developing your skills.
- Qualifications: Experience in CRM and lifecycle marketing, strong analytical skills, and team management experience.
- Other info: Join a collaborative culture where your ideas matter and career growth is encouraged.
The predicted salary is between 36000 - 60000 £ per year.
About Us
We’re a high-performance, growth-driven ecommerce business with around 150 people and big ambitions. We move fast, set high standards, and give our people real ownership. If you’re excited by impact, accountability, and building things that scale, you’ll feel at home here.
The Role
We’re looking for a CRM & Lifecycle Marketing Manager to own and deliver our CRM and lifecycle marketing strategy across both D2C and B2B ecommerce channels. Reporting into the Head of Ecommerce, this is a true player-coach role. You’ll set the strategy and direction, lead and develop a small CRM team, and stay hands-on with execution, optimisation, and performance analysis. Your mission: drive customer retention, engagement, and lifetime value, while ensuring CRM is tightly aligned to ecommerce trading and commercial objectives. This role is ideal for someone who thrives in a high-performance environment and enjoys combining strategic thinking with hands-on delivery. You will need to be able to attend our Tonbridge office in Kent 1-2 days a week.
What You’ll Be Responsible For
- CRM & Lifecycle Strategy (B2C and B2B)
- Own the end-to-end CRM and lifecycle marketing strategy across D2C and B2B ecommerce.
- Design and optimise customer journeys across acquisition, onboarding, engagement, retention, reactivation, and loyalty.
- Develop distinct lifecycle strategies for B2C and B2B audiences, reflecting different buying behaviours and decision cycles.
- Ensure CRM activity is fully aligned with ecommerce trading plans and wider marketing initiatives.
- Campaign Delivery & Execution
- Oversee planning and delivery of CRM campaigns across email and other owned channels (SMS, onsite messaging, push where relevant).
- Remain hands-on with segmentation, setup, QA, and deployment when needed.
- Champion best-practice personalisation, targeting, and frequency management.
- Maintain high standards of data hygiene, consent, and compliance.
- Automation & Customer Journeys
- Lead the development and optimisation of automated journeys, including welcome, abandoned browse/cart, post-purchase, replenishment, and re-engagement.
- Identify opportunities to scale CRM impact through smarter automation and data usage.
- Continuously test, iterate, and improve journey performance.
- Analysis, Insight & Optimisation
- Own CRM reporting and performance analysis, tracking engagement, conversion, repeat purchase, CLV, and revenue contribution.
- Use insights to inform segmentation, targeting, and lifecycle strategy.
- Lead A/B and multivariate testing across content, timing, offers, and journeys.
- Present clear, actionable insights to the Head of Ecommerce and senior stakeholders.
- Team Leadership & Management
- Line manage two CRM Executives, setting clear objectives and supporting ongoing development.
- Establish efficient ways of working across campaign delivery, automation, and reporting.
- Act as a point of escalation and quality control for CRM output.
- Build a collaborative, high-performance team culture.
- Technology & Capability Development
- Own and optimise our CRM and ESP setup (currently Klaviyo).
- Bring experience of other ESPs and CRM platforms, with the ability to evolve or scale tools as the business grows.
- Work closely with internal teams and external partners to improve integrations, data flows, and platform capability.
- Lead initiatives to increase CRM sophistication through better tooling, processes, and automation.
What Success Looks Like
Improved retention and customer lifetime value across B2C and B2B. Strong, measurable revenue contribution from CRM campaigns and journeys. Scalable, well-structured automation and segmentation. Clear CRM insights shaping ecommerce and marketing decisions. A motivated, high-performing CRM team delivering consistently high-quality work.
If you’re excited by ownership, pace, and the opportunity to build CRM capability in a growing, high-performance business, we’d love to hear from you.
What We’re Looking For
- Essential
- Proven experience in CRM, lifecycle, or retention marketing within an ecommerce environment.
- Strong experience managing CRM for a D2C customer base.
- Deep understanding of lifecycle marketing, segmentation, and personalisation.
- Hands-on experience with ESPs (Klaviyo highly desirable).
- Experience building and optimising automated customer journeys.
- Strong analytical skills with the ability to turn data into action.
- Proven people management experience.
- Comfortable owning strategy while staying close to execution.
- Desirable
- Experience in a trading-led ecommerce environment.
- Experience managing CRM for B2B customers.
- Exposure to loyalty or retention programmes.
- Experience implementing or scaling CRM platforms.
- Knowledge of GDPR, consent management, and CRM compliance.
- Experience collaborating with sales or account teams in a B2B context.
At Atom, we back curious, ambitious people who want to win. You’ll have real autonomy to run your area, challenge ideas and make decisions that directly impact the growth of a fast-scaling brand. We move quickly, care deeply about results, and give high performers the trust and ownership to deliver. You’ll be accountable for outcomes, not activity. There’s no politics or red tape here. Just smart people, high standards and the expectation that you show up, think commercially and get things done. Alongside competitive pay and core benefits, you’ll get a generous staff discount on over 15,000 brand SKUs. We don’t sit still, and there’s a lot more to come... Apply now if you want to join us.
CRM & Lifecycle Marketing Manager in Tonbridge employer: Master of Malt
Contact Detail:
Master of Malt Recruiting Team
StudySmarter Expert Advice 🤫
We think this is how you could land CRM & Lifecycle Marketing Manager in Tonbridge
✨Tip Number 1
Network like a pro! Reach out to people in the industry, attend events, and connect on LinkedIn. You never know who might have the inside scoop on job openings or can put in a good word for you.
✨Tip Number 2
Show off your skills! Create a portfolio or case studies that highlight your CRM and lifecycle marketing successes. This will give potential employers a taste of what you can bring to the table.
✨Tip Number 3
Prepare for interviews by researching the company and its culture. Be ready to discuss how your experience aligns with their goals, especially around customer retention and engagement strategies.
✨Tip Number 4
Don’t forget to apply through our website! It’s the best way to ensure your application gets seen. Plus, it shows you’re genuinely interested in joining our high-performance team.
We think you need these skills to ace CRM & Lifecycle Marketing Manager in Tonbridge
Some tips for your application 🫡
Show Your Passion: When writing your application, let your enthusiasm for CRM and lifecycle marketing shine through. We want to see that you’re genuinely excited about the role and how you can contribute to our high-performance team.
Tailor Your Experience: Make sure to highlight your relevant experience in ecommerce and CRM. Use specific examples that demonstrate your skills in managing campaigns, optimising customer journeys, and driving engagement. We love seeing how your background aligns with our needs!
Be Data-Driven: Since we value analytical skills, include any metrics or results from your previous roles that showcase your ability to turn data into actionable insights. This will help us understand how you can impact our CRM strategy.
Apply Through Our Website: Don’t forget to submit your application through our website! It’s the best way for us to receive your details and ensures you’re considered for the role. We can’t wait to hear from you!
How to prepare for a job interview at Master of Malt
✨Know Your CRM Inside Out
Make sure you’re well-versed in CRM systems, especially Klaviyo if it’s mentioned. Be ready to discuss your hands-on experience with CRM tools and how you've used them to drive customer engagement and retention.
✨Showcase Your Strategic Thinking
Prepare to talk about your approach to developing lifecycle marketing strategies. Think of specific examples where you’ve designed customer journeys that improved retention or engagement, and be ready to explain the thought process behind those decisions.
✨Data is Your Best Friend
Brush up on your analytical skills! Be prepared to discuss how you’ve used data to inform your CRM strategies. Bring examples of how you’ve tracked performance metrics and made data-driven decisions to optimise campaigns.
✨Team Leadership Experience
Since this role involves managing a small team, think about your leadership style. Prepare to share examples of how you’ve supported team development and fostered a high-performance culture in previous roles.
