Senior CRM Manager in London

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.

We’ve got bold plans. Having created an entirely new category in pet food, we’re now scaling fast – backed by Purina, one of the world’s largest pet food companies. You’ll join a bunch of smart people working towards the same goals.

Customer Engagement & Retention Team maximises 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 involves leading our CRM function and playing 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.

You will be responsible for:

• Owning and delivering the CRM strategy to drive revenue, retention, and customer lifetime value.
• Leading, coaching, and developing a team of CRM specialists, raising overall team capability and performance.
• Continuously optimising automated lifecycle communications using customer data, testing, and customer insights.
• Establishing and refining scalable processes for CRM planning, briefing, and execution to improve speed and quality.
• Working closely with the internal Creative Studio to deliver high‑quality creative, while also creating and delivering CRM content directly.
• Partnering with Commercial Marketing to align CRM activity with revenue priorities and trading plans.
• Developing and standardising reporting, ensuring clear visibility of performance, impact, and opportunities.
• Overseeing day‑to‑day CRM operations, ensuring high standards, accuracy, and continuous improvement.
• Owning the CRM tech stack, ensuring campaigns, automations, and data flows are optimised and effective.
• Identifying innovations and evolving the tech stack to drive performance and efficiency.

The skills you’ll bring:

• 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 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.

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.