CRM & Lifecycle Marketing Manager

We’re seeking a CRM & Lifecycle Marketing Manager to drive customer retention engagement and long-term value. This role owns email marketing, loyalty programs, subscriptions and organic social. You’ll be planning and building seamless, automated customer journeys that boost repeat purchases and subscription retention. You’ll be responsible for bringing the brand storytelling to life through brand communications whilst being the gatekeeper of the brand’s tone of voice whilst not losing sight of growth goals.

KEY RESPONSIBILITIES

• CRM & Lifecycle Marketing (subscription focus)

• Own email marketing strategy and execution, including newsletters, promotions, and lifecycle flows.
• Onboarding & Engagement: design and optimise onboarding sequences to ensure new subscribers realise value quickly, driving early engagement and long-term retention.
• Manage automated flows such as Abandoned Cart and Post-Purchase campaigns.
• Churn reduction & win-back strategy: develop and implement churn reduction strategies, including proactive retention campaigns and personalised win-back flows.
• Lead segmentation and automation builds to deliver personalised, behaviour-based communications.
• Maximise average revenue per subscriber by designing and executing upsell and cross sale campaigns.
• Develop and optimise loyalty programs, subscription growth strategies, and referral programs.
• Report on email performance metrics (open rates, click-through rates, revenue) and recommend improvements.
• Partner with customer care to gather feedback from subscribers and integrate learnings into lifecycle campaigns.

• Own organic social content planning, ensuring alignment with email campaigns, product launches, and educational themes with the aim to grow online presence and bring the brand to life.
• Manage the content calendar across CRM and social to maintain consistent messaging and timely execution.
• Write and edit captions and copy using brand tone of voice (TOV) for social posts.
• Brief design on asset creation, making sure there’s a consistent brand voice across channels.
• Foster community engagement and leverage social channels, loyalty programs to build brand advocacy.
• Collaborate with the PR, affiliates, and community team to ensure alignment.

• Track and analyse KPIs including repeat purchase rate, LTV, subscription retention, open rates, click-through rates, and revenue generated.
• Leverage cohort analysis, predictive analytics, and LTV modelling to inform retention and upsell strategies.
• Use insights to refine segmentation, flows, and content strategy for continuous performance improvements.

KEY ATTRIBUTES

• The ability to work collaboratively, contributing to shared objectives while supporting colleagues.
• Strong interpersonal skills to build effective working relationships across the team.
• A proactive, self-starter mindset, with the confidence to work independently where required.
• Clear and professional communication skills, both written and verbal.
• Adaptability and resilience in managing priorities within a dynamic and evolving environment.
• Able to create content considering the relevant regulatory legislation.
• Enjoys asking “what if” and trying out fresh ideas.
• Thrives in a fast-moving, collaborative environment.

QUALIFICATIONS

• 5+ years of experience in CRM or lifecycle marketing roles, with at least 2+ years in subscription-based model businesses.
• Able to ideate strategy and deliver the implementation, demonstrating a strategic mindset but also the capabilities to implement it.
• Proficiency with CRM and marketing automation platform Klaviyo.
• Strong knowledge of segmentation strategies, A/B testing, and performance analysis.
• Familiarity with loyalty and referral program platform Recharge.
• Experience planning and managing organic social media content.
• Excellent writing and editing skills, with the ability to adapt tone of voice.
• Strong organisational and project management skills to handle multiple campaigns and deadlines.
• Data-driven mindset with the ability to translate insights into actionable strategies.
• Familiarity with GA4, Hotjar, Content Square, Tableau or similar.
• Mindful of maintaining good digital hygiene across all platforms.

WHY WORK WITH US

• Career Growth – As we expand, you’ll have the opportunity to take on new challenges and shape your own path.
• Make an Impact – Your ideas will be valued and play a role in driving the business forward.
• Broaden Your Skills – Gain exposure across different areas of the business and build new capabilities along the way.
• Staff Benefits – Enjoy generous discounts on our products and services.
• Balanced Culture – A supportive, professional environment that balances focus with flexibility.
• Wellbeing & Engagement – From wellbeing initiatives to team activities, we create an enjoyable and positive workplace.
• Flexible working: Hybrid/in-office ratio dependent on location of successful candidate.
• Competitive salary, dependent on experience.