At a Glance
- Tasks: Lead CRM strategies to enhance customer journeys and drive engagement through innovative campaigns.
- Company: Join Pure Pet Food, a passionate team dedicated to pets and their owners.
- Benefits: Enjoy 33 days holiday, a bonus plan, free dog food, and a supportive work environment.
- Other info: Be part of a diverse team that values personal development and community support.
- Why this job: Make a real impact on customer experiences while working in a dynamic, growing business.
- Qualifications: Experience in CRM, email marketing, and data analysis is essential.
The predicted salary is between 30000 - 40000 £ per year.
As the CRM Manager, working within the wider Customer Experience and Product team, you will oversee the strategic direction and optimization of our customer journeys, working closely with the CRM Executive to drive both acquisition and retention through automated email marketing, SMS, WhatApp and direct mail. Your role will focus on test-and-learn strategies to improve customer sign-ups, nurture relationships, and re-engage customers with lapsed or cancelled memberships. By combining customer insight, analysing data and segments, you will be responsible for strengthening relationships with customers through enhanced personalisation, delivering more relevant experiences that drive loyalty, increasing share of wallet and maximising customer lifetime value.
Duties and responsibilities of the role are:
- Automation Strategy & Optimisation: Lead the development and optimisation of automated customer journeys, including onboarding, nurturing, retention, loyalty and re‑engagement campaigns.
- Channel optimisation: Own and optimise CRM channels, including but not limited to email, SMS, WhatApp and direct mail ensuring the right message reaches the right customer through the right channel at the right time, maximising engagement, relevance and commercial performance.
- Test & Learn: Implement a robust testing framework for automated journeys, continually refining content, messaging, timing, and flow to improve key metrics such as retention rates, reactivation rates, and overall customer lifetime value.
- Segmentation & Personalisation: Develop and evolve advanced segmentation and personalisation strategies to ensure customers receive relevant, timely and engaging communications. Work closely with the CRM Executive to effectively segment audiences using behavioural, transactional and customer data, whilst incorporating industry best practices and emerging engagement tactics, including gamification.
- Campaign Performance Analysis: Analyse and report on the performance of automated campaigns and tactical activity, using data to inform ongoing improvements and adjustments. Sharing monthly reporting with the wider business and performance board.
- Template building: Build email templates in Iterable and work alongside the creative team to build design templates which allow for easy asset creation and improve team efficiency and speed to launch. Good level of experience on design software and HTML understanding preferred.
- Collaboration: Work closely with other teams, including Growth Marketing, Digital Product, Design, Brand and Data Analytics, to align CRM strategies with overall business objectives and customer experience initiatives.
- Activity planning & Workload management: Create and maintain a customer‑centric communications roadmap that delivers against business objectives while remaining agile to emerging opportunities. Use CRM activity to drive engagement, increase attachment rates and grow AOV.
- Customer Retention & Reactivation: Develop strategies across our market to reduce churn by focusing on customer retention and reactivation of cancelled subscriptions through targeted campaigns.
- Leadership & Development: Manage and mentor the CRM Executive, ensuring they have the support and resources they need to succeed in their day‑to‑day tasks.
About you:
- Ahead of the pack: You adopt an active approach; you aim to be one step ahead both individually and within your team. You are a team player, you enjoy sharing ideas and solutions and encourage the CRM executive to share ideas.
- Paws & People First: You’ll recognize that the health of dogs and their owners drive our decision making.
- Best in Show: You are motivated, committed and ambitious. Focused on enhancing Pure Pet Foods customer experience.
- New tricks: You are curious, understand there are new and possibly better ways of doing things and you strive to find best fit solutions for Pure Pet Food. You’ll be interested in personal development and actively participate in learning to facilitate your growth.
It’s essential that you have:
- Proven experience in CRM and lifecycle management, particularly with customer journey automation and retention strategies, ideally within a DTC environment.
- Strong understanding of email marketing best practices and platforms (e.g. Iterable, Klaviyo, Braze or similar).
- Experience managing and optimising customer journeys across multiple channels (email, SMS, direct mail).
- Strong analytical mindset, with experience in A/B testing and using data to drive strategic decisions.
- Experience building segmentation, personalisation and behavioural triggered customer journeys.
- Comfortable balancing strategic thinking with hands‑on execution.
- Commercially minded with a strong grasp of metrics including LTV, repeat purchase rates, AOV and churn.
- A customer‑centric approach, with a passion for improving customer experiences and driving long‑term loyalty.
- Excellent communication and leadership skills, with the ability to collaborate cross‑functionally and manage a growing team.
At Pure Pet Food, our promises put Paws & People First. We’re committed to building a workplace where everyone feels valued, included, and able to thrive. By celebrating diversity, promoting equity, and embracing new ideas, we aim to be Best in Show for our people as well as their pets. If you’re passionate, curious, and want to be part of a team that’s Ahead of the Pack, we’d love to hear from you.
What's in it for you?
- 33 days holiday (including Bank Holidays)
- Enrolment within our discretionary business performance 10% annual bonus plan (following successful probation)
- Free dog food
- Small business with a family feel!
- Company Pension
- Team social events and the opportunity to support local charities
- Free on‑site Parking
- A supportive working environment within a very dynamic growing business that supports personal development goals
CRM Manager in Leeds employer: Pure Pet Food Ltd
At Pure Pet Food, we pride ourselves on being an exceptional employer that prioritises both our team and their furry companions. With a strong focus on personal development, a supportive work culture, and unique benefits like free dog food and a generous holiday allowance, we create an environment where employees can thrive while making a meaningful impact in the pet food industry. Join us to be part of a dynamic team that values innovation, collaboration, and a passion for enhancing customer experiences.
StudySmarter Expert Advice🤫
We think this is how you could land CRM Manager in Leeds
✨Get to Know the Company Culture
Before jumping into applications, it’s super helpful to understand the vibe at Pure Pet Food Ltd. Check out their social media, read reviews on sites like Glassdoor, and see how they engage with customers. It'll give you clues on their values and help tailor your conversation during interviews.
✨Join Customer Support Communities
Dive into online communities like those on Reddit or LinkedIn where customer support pros hang out. Participating in discussions or asking questions can make you more visible to potential recruiters and help you learn about job openings at companies like Pure Pet Food Ltd before they even post them.
✨Attend Job Fairs or Networking Events
Look out for local job fairs or events specifically for customer support roles. This is your chance to meet hiring managers face-to-face, and you might even get the opportunity to interview on the spot!
✨Show Off Your Skills with Customer Interactions
In the customer support world, showcasing your communication skills is key. Consider creating a short video introducing yourself or even doing a mock call to showcase your abilities. It's a memorable way to stand out, especially if you can share this during your interview process!
We think you need these skills to ace CRM Manager in Leeds
Some tips for your application 🫡
Show Off Your Communication Skills:In customer support, clear communication is key. Make sure your CV highlights any experience you've had in customer-facing roles and your ability to resolve issues. Don't shy away from including specific examples of how you've gone above and beyond to help customers – this really shows your potential in the role.
Tailor Your Cover Letter to Pure Pet Food Ltd:Your cover letter is your chance to shine! Tell us why you want to work at Pure Pet Food Ltd specifically. Mention any unique aspects of our company that resonate with you and how your skills can enhance our customer support. This personal touch will set your application apart from the rest!
Highlight Any Relevant Tools or Tech Skills:If you've used customer support software like Zendesk or Freshdesk or have experience with CRM systems, make sure to mention these in your application. Being familiar with industry-standard tools can be a big plus for us when we’re reviewing applications, as it shows you can hit the ground running!
Demonstrate Your Problem-Solving Skills:Customer support roles often require a knack for problem-solving. In your application, share examples of past experiences where you've tackled tough situations or resolved conflicts effectively. This will give us a good sense of how you handle challenges—an essential skill for success at Pure Pet Food Ltd!
How to prepare for a job interview at Pure Pet Food Ltd
✨Show Off Your People Skills
In customer support, it's all about communicating effectively. Prepare to share instances from your past experiences where you handled difficult customers or resolved conflicts. We want to hear how you empathised and found the best solutions, so think of specific examples to back up your stories!
✨Know the Tools of the Trade
Familiarise yourself with common customer support tools like Zendesk or Freshdesk, and make sure to review how you’ve used any similar systems in the past. During the interview, being able to discuss your hands-on experience with software or ticketing systems can really set you apart from the competition, so don’t skip this prep!
✨Show Genuine Enthusiasm
As this is a full-time role, employers want someone who isn’t just looking for any job, but wants to grow within customer support. Make sure to express your enthusiasm for helping customers and your desire to develop your skills. Show them why you're passionate about this field!
✨Practice Common Scenarios
Be prepared for role-playing scenarios where you might have to reassess a solution with a frustrated customer or explain a complex process in simple terms. Practising these common scenarios can help us feel more confident and demonstrate our practical skills effectively during the interview.
