Senior CRM Manager

Lead CRM to drive revenue and retention in a fast-paced commercial team. Own the customer lifecycle, coach a team and deliver clear business impact.

We’re Tails.com, a dog food subscription company with a big difference. We create truly tailored food for each and every dog we serve. We start by asking people a few simple questions about their dog. Then we use that information to create their dog’s unique Tails.com recipe – so their dog gets exactly the nutrition they need, in the taste they love, delivered to their door every month.

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 Senior CRM Manager to lead our CRM function and play a key role in driving customer engagement, retention, and long-term value. You’ll own lifecycle communications, develop team capability, and embed best-in-class CRM practices—balancing immediate performance with building a scalable, high-impact CRM function for the future.

Responsibilities:

• Own and deliver the CRM strategy to drive revenue, retention, and customer lifetime value.
• Lead, coach, and develop a team of CRM specialists, raising overall team capability and performance.
• Continuously optimise automated lifecycle communications using customer data, testing, and customer insights.
• Establish and refine scalable processes for CRM planning, briefing, and execution to improve speed and quality.
• Work closely with the internal Creative Studio to deliver high-quality creative, while also creating and delivering CRM content directly.
• Partner with Commercial Marketing to align CRM activity with revenue priorities and trading plans.
• Develop and standardise reporting, ensuring clear visibility of performance, impact, and opportunities.
• Oversee day-to-day CRM operations, ensuring high standards, accuracy, and continuous improvement.
• Own the CRM tech stack, ensuring campaigns, automations, and data flows are optimised and effective.
• Identify innovations and evolve the tech stack to drive performance and efficiency.

What We’re Looking For:

• A commercially-minded leader who is equally passionate about delivering value to customers.
• Someone who thrives in fast-paced environments and is motivated by delivering immediate impact.
• A strong communicator who can align stakeholders and drive momentum across teams.
• Proven experience in a Senior CRM / Lifecycle Marketing role with a track record of driving revenue growth and improving retention through CRM.
• Strong hands-on experience with CRM and automation systems (ideally Emarsys or similar) with experience with HTML/CSS.
• Experience building and optimising lifecycle strategies and automated journeys with a strong customer focus.
• Ability to balance commercial outcomes with delivering a great customer experience.
• Data-driven mindset, with the ability to translate insights into clear actions and measurable impact.
• Strong cross-functional collaboration skills across creative, marketing, and commercial teams.
• Deep understanding of CRM best practices, including segmentation, personalisation, and A/B testing.
• Strong creative eye, with ability to provide clear and inspiring creative briefs, as well as write engaging copy in line with brand and CRM best practices.
• Excellent organisational skills, with the ability to bring structure and clarity to complex environments.
• Strong people management experience, with a track record of coaching and developing junior team members.
• Comfortable balancing strategic thinking with hands-on execution.

What’s in it for you?

• 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 products.
• 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.