Tildenet Group is a multi-brand business operating across consumer and trade markets, with activities spanning horticulture, gardenware and specialist commercial sectors. Our portfolio includes consumer-facing brands such as Agriframes and Knowle Nets alongside Tildenet Gardenware and wider B2B/commercial operations. We are ambitious for growth and are investing in stronger digital, e-commerce and customer capability to support the next stage of the business.
About the Role
The CRM & Lifecycle Manager is responsible for increasing the value of identified and existing customers through data-led CRM, lifecycle marketing, retention and loyalty. The role owns the customer relationship from welcome and first purchase through post-purchase, repeat purchase, retention and reactivation, and will develop Garden Rewards and future loyalty programmes into a stronger and more meaningful customer proposition.
Key Responsibilities
• Own the consumer CRM and lifecycle strategy, ensuring customers receive relevant communications and experiences according to their behaviour, value, interests and stage in the customer journey.
• Own the commercial email programme, including audience selection, segmentation, targeting, cadence, testing, optimisation and performance reporting.
• Build and optimise automated lifecycle journeys including welcome, browse abandonment, basket abandonment, post-purchase, second-purchase and reactivation programmes.
• Own customer segmentation by behaviour, value, purchase history and lifecycle stage and use this insight to improve relevance and commercial performance.
• Develop CRM personalisation across email and other relevant customer communications, working with Brand & Content to maintain a distinctive and consistent brand voice.
• Own Loyalty scheme strategy and performance, developing it beyond a promotional mechanism into a genuine loyalty and membership proposition.
• Develop Garden Rewards benefits including early access, previews, relevant seasonal content, selective offers, partner benefits and recognition of high-value customers.
• Own repeat-purchase, retention and lapsed-customer reactivation strategy, with particular focus on improving the journey to second purchase.
• Own CRM-attributable and lifecycle automation revenue, ensuring CRM activity is measured commercially rather than primarily by sends, opens or clicks.
• Own customer lifetime value analysis and development, using acquisition economics from Acquisition and conversion/AOV insight from E-commerce.
• Monitor customer cohorts, behaviour and sentiment and feed useful customer insight into E-commerce, Acquisition, Brand & Content and wider consumer planning.
• Own basket and browse abandonment recovery communications while E-commerce owns diagnosis and removal of the underlying onsite friction.
• Work with E-commerce on lifecycle cross-sell, product recommendations and customer behaviour, distinguishing onsite recommendations from CRM-led personalised communications.
• Own CRM data quality, customer preferences and consent processes, working with technical/digital support where required.
• Provide clear weekly retention, repeat-purchase and lifecycle reporting as an input to the consolidated consumer digital trading view.
Person Specification
• Strong hands-on CRM, email, lifecycle or retention marketing experience within a consumer or e-commerce business.
• Demonstrable experience building and optimising automated customer journeys.
• Strong understanding of customer segmentation, retention, repeat purchase and customer lifetime value.
• Experience developing loyalty, membership or rewards propositions would be advantageous.
• Commercial mindset with the ability to connect CRM activity to revenue, customer value and margin rather than engagement metrics alone.
• Strong analytical skills and confidence working with customer, cohort and behavioural data.
• Experience with CRM, email automation and customer data platforms or equivalent tools.
• Good understanding of consent, preferences and practical CRM data discipline.
• Strong testing and optimisation mindset.
• Collaborative approach and ability to work closely with E-commerce, Acquisition, Brand & Content and Outreach & Partnerships.
• Experience in premium consumer, garden, home, lifestyle or another considered-purchase category would be advantageous.
