At a Glance
- Tasks: Lead CRM strategies to enhance customer engagement and retention for our pet food brand.
- Company: Join Pure, a passionate team transforming dog nutrition with a family feel.
- Benefits: Enjoy a competitive salary, hybrid working, 33 days holiday, and free dog food.
- Other info: Bring your dog to work and enjoy team social events while supporting local charities.
- Why this job: Make a real impact on pet families while developing your career in a dynamic environment.
- Qualifications: Experience in CRM, lifecycle management, and strong analytical skills required.
The predicted salary is between 45000 - 50000 £ per year.
A bit about us… At Pure, we're passionate about transforming dogs' lives through better nutrition. Born from a friendship between two dog-loving friends and a shared vision, we've grown into something truly special - a UK-based company that's leading the pack in healthy, tailored dog nutrition. We're not just another pet food company – we put paws and people first with dogs and their owners driving our decisions. We craft healthy, perfectly portioned meals that delight dogs and keep bowls sparkling clean. But what really makes us different is how we support our pet families every step of the way. Through expert advice and personalised communication, we're right there beside them on their journey of giving their four-legged family members the best possible life.
What’s in it for you...
- An annual salary of between £45,000 - £50,000 DPE.
- Hybrid working – 3 days on site at our brand-new bespoke office in Leeds (Radius, OneCity West).
- 33 days holiday (including Bank Holidays).
- Enrolment within our discretionary business performance 10% annual bonus plan (following successful probation).
- Free dog food up to £100 per month.
- Small business with a family feel!
- Salary exchange company pension.
- Team social events and the opportunity to support local charities, with 2 paid volunteer days available each year.
- Free on-site Parking.
- A supportive working environment within a very dynamic growing business that supports personal development goals.
- Cycle to work scheme.
- Bring your dog into work.
The CRM Manager role… Pure is seeking an experienced, commercially driven CRM Manager to lead lifecycle marketing and customer engagement across our UK and EU markets, driving retention, loyalty and long-term customer value. 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, WhatsApp 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 optimization 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, WhatsApp 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 markets 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 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 optimizing 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.
CRM Manager in Leeds employer: RGIT Australia
At Pure Pet Food, we pride ourselves on being an exceptional employer that prioritises the well-being of both our employees and their furry companions. With a vibrant work culture in our brand-new Leeds office, we offer hybrid working, generous holiday allowances, and unique perks like free dog food and the opportunity to bring your dog to work. Our commitment to personal development and community engagement ensures that every team member can grow while making a meaningful impact in the lives of pets and their owners.
StudySmarter Expert Advice🤫
We think this is how you could land CRM Manager in Leeds
✨Show Your Creative Side
In marketing communications, standing out is key. Get creative with your application! Consider designing a mini-campaign or pitch that highlights your skills and understanding of the brand. Tailor it for RGIT Australia and show them what you can bring to the table.
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Get involved in local or online marketing communications groups. Check out platforms like Meetup for events and workshops. Networking here can lead to hidden job openings and valuable insights into the industry trends—this is where we often discover what companies like RGIT Australia are looking for.
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✨Attend Industry Events
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We think you need these skills to ace CRM Manager in Leeds
Some tips for your application 🫡
Craft an Impactful Cover Letter:Your cover letter is your chance to shine! Focus on your passion for marketing communications and how your previous experiences can benefit RGIT Australia. Make sure to mention specific campaigns or projects you’ve worked on that showcase your creativity and strategic thinking.
Showcase Your Writing Skills:As you're diving into a marketing communications role, your writing ability is crucial. Include samples of your work, like blog posts, press releases, or social media campaigns in your application. This lets us see your style and how you engage with different audiences.
Tailor Your CV to Marketing:Your CV should highlight relevant marketing skills and experiences! Include specific tools or platforms you’ve used, like Google Analytics or social media management software. Mention any certifications or workshops related to marketing that you've completed – they can give you an edge!
Demonstrate Your Understanding of RGIT Australia:Show us that you’ve done your homework! In your application, briefly mention what you admire about RGIT Australia’s marketing approach or any recent campaigns that caught your attention. This can reveal your enthusiasm for the role and your genuine interest in joining our team!
How to prepare for a job interview at RGIT Australia
✨Showcase Your Creative Campaigns
Get ready to flaunt your portfolio! Include examples of previous marketing campaigns you've worked on, especially those that showcase your creativity and strategy. Recruiters at RGIT Australia will be keen to see how you conceptualise and execute campaigns, so highlight any measurable outcomes to back up your claims.
✨Know Your Digital Tools Inside Out
If you’re heading into a marketing-communications role, make sure you're comfortable discussing key digital marketing tools like Google Analytics, HubSpot, or Hootsuite. Expect some technical questions about how you've used these tools in the past, as they'll want to gauge your hands-on experience and how you analyse data to drive marketing decisions.
✨Be Ready for Scenario-Based Questions
At RGIT Australia, they may throw some scenario-based questions your way, aimed at testing your problem-solving skills in real-life marketing situations. Think through potential challenges you’ve faced, how you navigated them, and be prepared to discuss your thought process and outcome.
✨Demonstrate Your Passion for Marketing
As you’re applying for a full-time position, show that you're not just looking for a job, but a career in marketing. Talk about the latest trends in marketing communications, your favourite campaigns, and why they inspire you. Your enthusiasm can really make you stand out and demonstrate that you’re committed to growing within the field.
