At a Glance
- Tasks: Lead CRM strategies to enhance customer loyalty and retention across multiple channels.
- Company: Join a high-growth DTC nutrition brand with a passionate community.
- Benefits: Competitive salary, career development opportunities, and a dynamic work environment.
- Other info: Opportunity to shape the future of health and wellness marketing.
- Why this job: Make a real impact on customer experiences and drive brand loyalty.
- Qualifications: 5 years in CRM or retention marketing, data-literate, 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. 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.
Skills & Experience
Must-Have
- 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.
Nice-to-Have
- 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.
Behaviours & Traits
- 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 Halton 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, strategic thinking, and customer-centricity.
StudySmarter Expert Advice🤫
We think this is how you could land Head of CRM, Loyalty and Retention in Halton
✨Tip Number 1
Network like a pro! Reach out to people in the industry, attend events, and connect with potential colleagues 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 strategies. This will give you an edge during interviews and show that you’re not just talk but can deliver results.
✨Tip Number 3
Prepare for the interview by researching Protein Works and its community. Understand their products and customer base so you can tailor your answers to demonstrate how you can enhance their CRM and loyalty strategies.
✨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, it shows you’re genuinely interested in being part of the Protein Works team.
We think you need these skills to ace Head of CRM, Loyalty and Retention in Halton
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 is data-driven, make sure to highlight your proficiency in cohort analysis and retention dashboards. We want to see how you've used data to inform your strategies and improve customer lifetime value.
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 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 previous roles.
✨Showcase Your Strategic Thinking
Protein Works is looking for someone who can combine strategic thinking with hands-on execution. Prepare examples of how you've developed and implemented successful CRM strategies that drove engagement and retention in past positions.
✨Understand the Customer Journey
Be ready to talk about your experience with customer lifecycle journeys. Discuss specific campaigns you've led, focusing on welcome, onboarding, and loyalty programmes, and how they contributed to repeat purchases and customer satisfaction.
✨Collaborate and Communicate
This role requires working closely with various teams. Think of examples where you've successfully collaborated with trading, brand, or product teams to enhance customer experiences. Highlight your communication skills and how they helped achieve common goals.
