Head of CRM – Beauty, Wellness & Lifestyle

Head of CRM – Beauty, Wellness & Lifestyle

Location:London

Salary:Competitive + Benefits

Sector:Premium Consumer Brands | Beauty | Wellness | DTC

The Opportunity

We're partnering with an ambitious, fast-growing consumer brand operating at the intersection of beauty, wellness and lifestyle to appoint a Head of CRM.

With an established digital presence, a loyal customer following and significant growth ambitions, the business is entering an exciting phase of its development. Customer retention, loyalty and lifetime value will play an increasingly important role in its continued success.

This is an opportunity for an experienced CRM and retention leader to take ownership of the customer growth strategy, shape how the business builds long-term relationships with its customers and make a measurable impact on commercial performance.

We're not looking for someone simply to oversee CRM campaigns or manage an email calendar.

We need someone who understands what drives customers to return, what causes them to leave and how data, customer insight and a compelling proposition can translate into sustainable revenue growth.

The Role

As Head of CRM, you'll lead the development of a commercially focused customer retention and loyalty strategy, working closely with senior leadership and cross-functional teams.

You'll have the autonomy to challenge existing thinking, identify opportunities and build a more sophisticated approach to customer engagement, personalisation and lifetime value.

Key responsibilities will include:

• Define and lead the CRM, customer lifecycle and retention strategy across multiple markets.
• Drive improvements in customer lifetime value, repeat purchase, retention and overall customer profitability.
• Develop strategies to strengthen recurring revenue, increase customer engagement and reduce churn.
• Identify opportunities to grow customer value through cross-selling, upselling and more personalised customer experiences.
• Shape and evolve the brand's approach to loyalty, rewards and customer advocacy.
• Use customer behaviour, segmentation and cohort analysis to identify commercial opportunities.
• Work closely with Ecommerce, Digital, Finance and Customer Experience to align customer strategies with wider business objectives.
• Establish meaningful KPIs, forecasting and reporting frameworks to demonstrate CRM's contribution to revenue.
• Oversee the development of CRM technology, automation and personalisation capabilities.
• Lead and develop an established CRM function, providing strategic direction while empowering the team to deliver.
• Act as a senior voice within the business, influencing decisions around customer growth and long-term commercial performance.

About You

We're interested in speaking with commercially minded CRM leaders who have experience scaling customer retention and loyalty strategies within ambitious consumer businesses.

Ideally, you'll bring:

• Significant experience in CRM, retention, lifecycle marketing or customer loyalty, including leadership at a senior level.
• A strong understanding of DTC ecommerce, ideally within beauty, wellness, lifestyle or another consumer-led sector.
• Experience working with subscription, replenishment or recurring-purchase customer models.
• A proven track record of improving retention, reducing churn and increasing customer lifetime value.
• Experience developing loyalty propositions or customer engagement initiatives with measurable commercial outcomes.
• Strong analytical and commercial capabilities, with the confidence to translate customer data into actionable business strategies.
• Experience leading teams and working closely with senior stakeholders.
• Knowledge of CRM platforms, customer segmentation, marketing automation and personalisation.
• The ability to balance long-term strategic thinking with a practical understanding of how CRM programmes are delivered.

Why Consider This Opportunity?

This isn't a role where you'll inherit a CRM calendar and simply be expected to optimise what's already there.

You'll have the opportunity to influence how an ambitious consumer brand approaches customer relationships, retention and loyalty as it continues to grow.

You'll be joining a business with strong momentum, a distinctive product offering and genuine appetite to invest in its customer strategy.

For someone who enjoys building, challenging and driving commercial change, there's significant scope to make your mark.

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