At a Glance
- Tasks: Lead CRM and retention strategies to enhance customer loyalty and engagement.
- Company: Join Protein Works, a fast-growing DTC nutrition brand with a loyal community.
- Benefits: Competitive salary, growth opportunities, and a chance to make a real impact.
- Other info: Be part of a team that values innovation and customer obsession.
- Why this job: Shape customer experiences and drive revenue in a dynamic, health-focused environment.
- Qualifications: 5+ years in CRM or retention marketing, data-savvy, and commercially minded.
The predicted salary is between 60000 - 80000 £ per year.
Protein Works is a high-growth DTC nutrition brand with a clear mission: help people live healthier, happier lives through the power of nutrition. Protein Works is a brand with a genuinely loyal community, strong product-market fit, and real growth ambition.
This is a senior role for a commercially minded CRM and retention leader who can combine strategic thinking with hands-on execution. You will own the customer lifecycle across email, SMS, loyalty, subscriptions and retention journeys, ensuring we deliver the right message, to the right customer, at the right time.
You will work closely with Trading, Brand, Product, Data, Digital and Creative teams to build best-in-class customer experiences that drive revenue, engagement and long-term loyalty.
Key Responsibilities- Lead the CRM, retention, subscription and loyalty strategy across the UK and international markets.
- Own and optimise customer lifecycle journeys, including welcome, onboarding, replenishment, winback, reactivation, loyalty and VIP programmes.
- Drive repeat purchase, customer lifetime value, subscription growth and retention rate improvements.
- Lead the email and SMS trading calendar, balancing commercial performance with customer experience.
- Develop segmentation and personalisation strategies based on cohort analysis, customer behaviour, product interest, purchase frequency and lifecycle stage.
- Work with Data and Insight teams to understand customer cohorts, churn, purchase patterns and retention opportunities.
- Build and optimise automated CRM flows across email, SMS and other owned channels.
- Partner with Trading and Product teams to support product launches, seasonal campaigns, promotional moments and category growth.
- Own loyalty and rewards initiatives, identifying ways to increase engagement, advocacy and repeat purchase.
- Lead reporting across CRM, retention and loyalty, turning performance data into clear actions.
- Manage and develop the CRM team, setting clear priorities, standards and development plans.
- Work with external platforms and partners to maximise the performance of CRM, SMS, loyalty and subscription tools.
- 5+ years in a retention, CRM, or lifecycle marketing role - ideally in DTC ecommerce or subscription.
- Proven track record of improving LTV, reducing churn, and growing a subscription base commercially.
- Strong CRM platform proficiency.
- Data-literate: comfortable owning cohort analysis, building retention dashboards, and presenting commercial impact.
- Experience working with multiple customer segments, not just a single persona.
- Experience marketing in health, nutrition, wellness, or FMCG DTC.
- Familiarity with health and wellness consumer trends and how they're reshaping acquisition strategies.
- Experience with TikTok Shop or affiliate/influencer performance channels.
- Background in building or scaling a paid media team.
- Commercially wired - you need to think in LTV, contribution margin, and payback periods, not just campaign metrics.
- Ownership mindset - you don't wait to be told; you identify the gap and go close it.
- Comfortable with ambiguity - the playbook doesn't fully exist yet; you'll write it.
- Bias for testing - you run experiments, read the data, and act on it quickly.
- Customer-obsessed without being soft - you understand what makes Protein Works' community tick and you use that commercially.
Head of CRM, Loyalty and Retention in Birmingham employer: Protein Works
Protein Works is an exceptional employer that fosters a vibrant and innovative work culture, where employees are empowered to make a real impact on the health and wellness of our community. With a strong focus on personal and professional growth, we offer numerous opportunities for development and collaboration across diverse teams, ensuring that every team member can thrive in their role. Located in a dynamic environment, we provide a unique chance to be part of a high-growth DTC nutrition brand that values creativity, data-driven decision-making, and customer-centric strategies.
StudySmarter Expert Advice🤫
We think this is how you could land Head of CRM, Loyalty and Retention in Birmingham
✨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 achievements in CRM and retention. 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 mission and how you can contribute to their growth ambitions.
✨Tip Number 4
Don't forget to apply through our website! It’s the best way to ensure your application gets seen by the right people. Plus, we love seeing candidates who are genuinely interested in joining our community.
We think you need these skills to ace Head of CRM, Loyalty and Retention in Birmingham
Some tips for your application 🫡
Tailor Your CV:Make sure your CV speaks directly to the role of Head of CRM, Loyalty and Retention. Highlight your experience in retention strategies and customer lifecycle management, showing us how you've driven results in previous roles.
Craft a Compelling Cover Letter:Your cover letter is your chance to shine! Use it to tell us why you're passionate about nutrition and how your skills align with our mission at Protein Works. Be specific about your achievements in CRM and retention.
Showcase Your Data Skills:Since this role requires a data-literate mindset, don’t shy away from showcasing your experience with cohort analysis and retention dashboards. Give us examples of how you've used data to drive decisions and improve customer engagement.
Apply Through Our Website:We encourage you to apply through our website for a smoother application process. It helps us keep track of your application and ensures you don’t miss out on any important updates from us!
How to prepare for a job interview at Protein Works
✨Know Your Numbers
As a Head of CRM, you'll need to demonstrate your understanding of key metrics like customer lifetime value (LTV) and churn rates. Brush up on your data skills and be ready to discuss how you've improved these metrics in past roles.
✨Showcase Your Strategic Thinking
Prepare to talk about your experience in developing and executing CRM strategies. Think of specific examples where you’ve successfully led retention initiatives or loyalty programmes, and how they contributed to overall business growth.
✨Understand the Brand and Its Community
Protein Works has a loyal community, so it’s crucial to show that you understand their values and needs. Research the brand's mission and think about how you can enhance customer experiences that align with their health and wellness goals.
✨Be Ready to Discuss Collaboration
This role involves working closely with various teams. Prepare examples of how you've collaborated with trading, product, and creative teams in the past to drive successful campaigns. Highlight your ability to balance commercial performance with customer experience.
