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For Companies At a Glance
- Tasks: Lead CRM strategies to boost customer retention and lifetime value in a dynamic e-commerce environment.
- Company: Join Rapha, a premium brand focused on cycling and lifestyle.
- Benefits: Flexible hours, generous leave, health cash plan, and a clothing allowance.
- Why this job: Make a real impact on customer experiences while working with innovative CRM tools.
- Qualifications: Significant CRM experience in fashion or retail, especially with Bloomreach.
- Other info: Collaborative culture with opportunities for personal and professional growth.
The predicted salary is between 43200 - 72000 £ per year.
Overview
Rapha are seeking a commercially astute and strategically driven Senior CRM Manager to join our Digital & E-Commerce department. This role will be responsible for driving customer retention, reactivation and lifetime value growth through sophisticated CRM strategies and customer segmentation & analysis, as well as supporting customer acquisition.
You will own the design and execution of our multi-channel CRM program, using Bloomreach as the central platform to deliver data-led, personalised, and high-impact customer experiences. With a focus on fashion and lifestyle e-commerce, you will bring both creative vision and analytical rigour to maximise the value of every customer relationship.
Key Responsibilities
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Retention & Reactivation Leadership: Build and execute strategies that increase retention, repeat purchase frequency, and customer lifetime value, embedding a lifecycle approach across all communications.
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Retention & Reactivation Leadership: Design targeted reactivation initiatives to win back lapsed customers, applying advanced segmentation and behavioural insight.
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Retention & Reactivation Leadership: Ensure all lifecycle strategies are aligned with the product launch calendar and brand priorities, driving both immediate impact and long-term loyalty.
CRM Strategy & Execution
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Lead the end-to-end planning and delivery of CRM campaigns via Bloomreach across email, app push, SMS, and other relevant channels.
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Develop and optimise customer journeys for onboarding, nurturing, retention, win-back, and loyalty, ensuring each is measurable and continually improved.
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Drive innovation via automation, dynamic content, and personalisation to scale engagement effectively.
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Work with the Paid Media team to design & execute a new customer acquisition strategy and with the E-Commerce team to optimise journeys onsite.
Data, Insight & Optimisation
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Leverage Bloomreach analytics to understand customer behaviour and identify opportunities to deepen engagement and loyalty.
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Own customer data to build a SCV and segmentation to fuel our CRM strategy.
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Embed a test‑and‑learn culture, ensuring continuous improvement across retention and reactivation campaigns.
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Regularly communicate insights and progress against retention and reactivation objectives to leadership.
Team & Cross-Functional Collaboration
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Lead and mentor a small CRM team, instilling a results-driven mindset focused on retention and reactivation outcomes.
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Collaborate closely with e-commerce, merchandising, analytics, and brand teams to ensure a seamless customer journey.
Skills & Experience
Essential
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Significant CRM experience in fashion, lifestyle, retail e-commerce preferably in premium or luxury industry.
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Proven track record in customer retention and reactivation strategies that have demonstrably increased customer lifetime value.
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Hands-on expertise with Bloomreach (required).
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Strong knowledge of segmentation and customer lifecycle.
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Deep understanding of innovation such as automation, dynamic content and multi-platform emails.
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Analytical, commercially minded, and able to translate insight into actionable growth strategies.
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Excellent communication and stakeholder management skills.
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Experience in leading & mentoring a team.
Desirable
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Experience with loyalty or membership-based CRM programs.
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Familiarity with global e-commerce markets, especially North America and Europe.
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Knowledge of advanced personalisation, predictive analytics, and AI-driven customer engagement.
What success looks like
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Strong, sustained improvements in retention, repeat purchases, and reactivation of lapsed customers.
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Tangible growth in customer lifetime value driven through Bloomreach campaigns.
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A well-established lifecycle framework delivering measurable uplift across key CRM metrics.
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Early impact through quick wins, paired with a clear roadmap for sustained growth in the months ahead.
Working at Rapha
We are continuously looking into ways to invest in our employees and build a better working culture and environment. Here are just some of the internal benefits we offer:
- Flexible working hours
- Support for ad-hoc remote working during the week – minimum 4 days in office
- 25 days annual leave
- 2 additional days paid time off to participate in a sportive or similar related cycling event
- A flexible riding benefit to allow you to go out riding on a Wednesday morning with colleagues or learn to cycle through our Getting Started Scheme
- An annual clothing allowance of £1,120 for testing and promotional purpose
- A company bonus scheme
- A health cash plan provided by Healthshield worth up to £1405 per year
- Mental health support with MyndUp
- Free barista coffee and social drinks in the office
- Subsidised lunches 3 days per week
- Monthly department social events and quarterly office social away days
- Bike racing expenses up to £35 per race entry
- A 50% staff discount and a discount for family and friends
- Industry discounts on brands such as Patagonia, Osprey, Finisterre, Wahoo
- Free membership to the Rapha Cycling Club
- Cycle2Work scheme
- Company Pension Scheme
- Enhanced Parental Leave and Pay
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Senior CRM Manager Digital & E-Commerce · Service Course, London employer: Rapha
Contact Detail:
Rapha Recruiting Team
StudySmarter Expert Advice 🤫
We think this is how you could land Senior CRM Manager Digital & E-Commerce · Service Course, London
✨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
Prepare for interviews by researching the company and its culture. Understand their CRM strategies and be ready to discuss how your experience aligns with their goals. Show them you're not just another candidate, but someone who truly gets what they're about.
✨Tip Number 3
Practice makes perfect! Do mock interviews with friends or use online resources to refine your answers. Focus on articulating your achievements in customer retention and reactivation, as these are key for the role.
✨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 the team at Rapha and contributing to their success.
We think you need these skills to ace Senior CRM Manager Digital & E-Commerce · Service Course, London
Some tips for your application 🫡
Tailor Your CV: Make sure your CV reflects the skills and experiences that match the Senior CRM Manager role. Highlight your CRM experience in fashion or lifestyle e-commerce, and don’t forget to mention your hands-on expertise with Bloomreach!
Craft a Compelling Cover Letter: Your cover letter is your chance to shine! Use it to tell us why you’re passionate about customer retention and how your strategic mindset can drive results at Rapha. Be sure to connect your past achievements to the key responsibilities outlined in the job description.
Showcase Your Analytical Skills: Since this role requires a strong analytical approach, include examples of how you've used data to inform your CRM strategies. Talk about specific campaigns where your insights led to measurable improvements in customer engagement or lifetime value.
Apply Through Our Website: We encourage you to apply directly through our website for the best chance of getting noticed. It’s the easiest way for us to keep track of your application and ensure it reaches the right people!
How to prepare for a job interview at Rapha
✨Know Your CRM Inside Out
Make sure you’re well-versed in Bloomreach and any other CRM tools mentioned in the job description. Familiarise yourself with how they work, their features, and how they can be leveraged for customer retention and reactivation strategies. Being able to discuss specific examples of how you've used these tools effectively will impress your interviewers.
✨Showcase Your Analytical Skills
Prepare to discuss how you’ve used data to drive decisions in previous roles. Bring examples of how you’ve analysed customer behaviour and implemented changes that led to increased customer lifetime value. This role is all about data-led strategies, so demonstrating your analytical prowess will be key.
✨Demonstrate Your Creative Vision
While analytics are crucial, don’t forget to highlight your creative side! Think about innovative campaigns or strategies you’ve developed in the past. Be ready to share ideas on how you would approach customer engagement and retention at Rapha, especially in the context of fashion and lifestyle e-commerce.
✨Prepare for Team Dynamics
Since this role involves leading a small team and collaborating across departments, be prepared to discuss your leadership style and how you foster collaboration. Think of examples where you’ve successfully worked with cross-functional teams to achieve common goals, and how you’ve mentored others to drive results.