CRM Manager

Drive CRM performance through best-in-class lifecycle marketing, delivering targeted campaigns and automated journeys that increase revenue, retention and customer lifetime value.

Customer Engagement & Retention Team

We maximise the long‑term value of every customer by helping them do the best for their pet at every stage of their journey. Bringing together Commercial, CX, and CRM expertise, we drive growth, deliver seamless customer experiences, and create lifecycle programmes that support and retain our customers.

The role

We're looking for a CRM Manager to play a key role in delivering our CRM strategy, driving customer engagement, retention, and revenue growth through best-in-class lifecycle marketing. Reporting to the Senior CRM Manager, you'll be responsible for the day-to-day planning, execution and optimisation of CRM campaigns and automated customer journeys. You'll use customer data, segmentation and testing to deliver highly relevant communications that improve customer experience and commercial performance. This is a hands‑on role suited to someone who enjoys combining data, creativity and technology to deliver measurable business impact.

Responsibilities

• Own the strategy, performance and roadmap for a defined area of the customer lifecycle, identifying opportunities to improve customer engagement, retention, revenue and customer lifetime value.
• Plan, build and deliver CRM campaigns and automated lifecycle journeys, ensuring activity is aligned to customer needs, business priorities and lifecycle objectives.
• Develop and execute audience segmentation, personalisation and testing strategies to continuously improve customer experience and commercial performance.
• Monitor, analyse and report on CRM performance, using customer and campaign data to identify insights, measure impact and inform future activity.
• Manage day-to-day CRM operations within your lifecycle area, ensuring campaigns, automations and customer communications are delivered accurately, on time and to a high standard.
• Create engaging CRM content and briefs, working closely with Creative Studio and other stakeholders to deliver customer-focused communications that follow brand and CRM best practices.
• Collaborate with Commercial Marketing, Data, Product, Brand and other cross-functional teams to align CRM activity with wider business objectives and customer needs.
• Contribute to the ongoing evolution of CRM best practices, processes and ways of working, sharing learnings and helping drive continuous improvement across the CRM team.

Skills

• Proven experience in CRM, lifecycle marketing or customer marketing, with a track record of driving customer engagement, retention and revenue growth.
• Strong hands‑on experience with CRM and marketing automation platforms (ideally Emarsys or similar), including campaign execution, journey building and segmentation.
• Data‑driven mindset with the ability to analyse performance, identify opportunities and translate insights into action.
• Strong understanding of CRM best practices, including lifecycle marketing, personalisation, testing and customer journey optimisation.
• Excellent project management and organisational skills, with the ability to manage multiple priorities in a fast‑paced environment.
• Strong communication and stakeholder management skills, with experience working cross‑functionally across brand, marketing, creative, commercial, product and technical teams.
• A creative thinker with experience developing CRM content, briefing creative teams and delivering customer‑focused communications.
• Working knowledge of HTML/CSS and email production best practices.
• Commercially minded, customer‑centric and motivated by delivering measurable business impact.
• Proactive, collaborative and continuously looking for ways to improve performance, processes and customer experience.

Benefits

• Competitive salary, reviewed annually
• Annual bonus, based on company performance
• Flexible core hours, giving you true work life balance
• Hybrid role to ensure this role works for you
• 25 days of holiday (excluding bank holidays) which increases over time to a max of 27 days
• 9/10 day working week to enhance your wellbeing without a reduction in pay and leave allowance
• Optional 5 days unpaid leave and 1 paid volunteer day each year
• When you need a change of scenery, you can work from abroad 2 weeks every 6 months
• Health insurance for you, paid by Tails.com
• Extended maternity, paternity, shared parental and adoption pay. 6 months at 70% pay
• Flexible paid care leave to support immediate dependants, people close to you and pets
• In house L&D team, with access to year round courses to help drive your development
• 50% discount on all Tails.com
• Discounted gym membership

What’s next?

If this sounds like it matches your experience and what you’d love to do, we can’t wait to hear from you! If you’re unsure whether you fit our criteria exactly, please get in touch anyway. And because we believe that diverse teams perform better, we’d especially love to hear from you if you’re from an under‑represented demographic.

Our Commitment

We’re proud to be an active equal opportunity employer. We want to give everyone a fair chance to join us in changing the world of pet food for good. We do this by conducting a structured recruitment process for all candidates, as well as actively promoting our roles to communities that are under‑represented at Tails.com. During your interview process you’ll meet some of our team with varying levels of responsibility and experience. We want to give every candidate a fair interview process and if you need any reasonable adjustments made, please let us know.