Loaf (Loaf.com)
CRM & Loyalty Manager (Maternity Cover FTC)
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CRM & Loyalty Manager – Maternity Leave Cover
Location: Ladbroke Grove (3 days in office, 2 days remote) Reports to: Chief Customer Marketing Officer
At Loaf we make insanely comfortable sofas, beds, and homewares that help people live more comfortably. Founded in 2008, Loaf has become one of the leading premium furniture and homeware brands in the UK. With 12 stores, and more on the way, this is an exciting opportunity to join an ambitious, growing business.
About the Role
We are seeking a detail-oriented CRM & Loyalty Manager to temporarily cover a maternity leave position. This role will:
- Take full ownership of Email, SMS, and Direct Mail channels—strategically and operationally.
- Drive customer engagement, retention, and loyalty through targeted, personalised communications.
- Collaborate cross-functionally (Creative, Web, Product & Tech teams) to deliver a best-in-class CRM experience throughout the customer journey.
Key Responsibilities
Email Marketing
- Own, execute, and continuously improve the end-to-end email strategy—BAU campaigns, automated journeys, and lifecycle communications.
- Build, test, and optimise customer journeys including:
- Welcome, post-purchase, reactivation, and browse abandonment flows.
- Loyalty and retention campaigns to boost customer engagement.
- Work closely with the Creative team to design engaging, brand-aligned campaigns that drive conversions.
- Leverage behavioural, transactional, and demographic data to create hyper-personalised communications.
- Monitor campaign performance, reporting on:
- Open rates, CTRs, conversion rates, and retention metrics.
- Data-driven insights to improve strategy.
- Conduct A/B testing on messaging, design, timing, and audience segmentation for constant optimisation.
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SMS Marketing
- Develop and expand the SMS channel as part of the broader CRM strategy.
- Design hyper-targeted SMS campaigns to support:
- Product launches, promotions, and customer retention initiatives.
- Seamless integration with broader customer journeys.
- Analyse SMS performance to enhance engagement and ROI.
Direct Mail & Door Drops
- Plan and execute direct mail campaigns aligned with:
- Customer acquisition, retention, and loyalty goals.
- Identify personalised, data-driven opportunities for direct mail projects.
- Manage artwork, print suppliers, and delivery timelines.
- Track campaign effectiveness against commercial KPIs and engagement metrics.
- Explore innovative integrations between direct mail and digital CRM for seamless experiences.
General CRM & Loyalty Strategy
- Oversee the evolution of CRM and loyalty efforts to:
- Increase customer lifetime value (CLV).
- Drive repeat purchases and deeper engagement.
- Manage the retention calendar (email, SMS, direct mail) to ensure timely deliveries.
- Oversee budget tracking and forecasting for retention and direct mail.
- Maintain and optimise CRM tools and platforms by upholding best practices.
- Stay current with crmexcel وتحت 추있는 추 것이며 loyalty-pressing trends and propose new ideas.
- Assist with data-driven projects, analysis, and reporting.
Requirements
- 5+ years of experience in:
- CRM, retention, or loyalty marketing—ideally in retail, ecommerce, or lifestyle brands.
- Deep knowledge of customer lifecycle marketing and retention frameworks.
- Hands-on expertise with:
- Email service providers and CRM platforms (specifically: Ometria & Attentive).
- Strong analytical skills to extract insights from data and turn them into practical strategies.
- Experience in:
- Building customer segments, personalisation strategies, and automated journeys.
- Commercially savvy with a passion for delivering exceptional customer experiences.
- Proven ability to collaborate cross-functionally, working effectively with creative and technical teams.
- Familiarity with budget management and financial forecasting.
- A solid grasp of GDPR and data protection in a CRM context.
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Benefits
- Holiday: 25 days + annual increments, plus 8 bank holiday days.
- Family Leave: Enhanced parental leave policy for staff and their families.
- Discounts: Schemes for staff, friends, and family.
- Health Benefits:
- Healthcare cash plan.
- Employee Assistance Programme (EAP).
- Shopping Discounts and cycle-to-work scheme.
- Quality of Life: Half-day off for Christmas shopping.
- Life Assurance: Covering 4x annual salary.
Our Culture
At Loaf, our mission revolves around customers—delivering comfort, brilliance, and innovative solutions. We foster inclusivity and diversity, ensuring everyone feels welcome to be their authentic selves.
If you share our passion for excellence and customer satisfaction, we’d love for you to join us!
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