The Growth Foundation
CRM Manager
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Salary: £45,000 – £55,000 DOE
Location: Remote
We’re working with a fast-growing DTC subscription brand in the health and wellness space to appoint a CRM Manager who can take ownership of its customer lifecycle strategy and execution.
With approximately 90% of revenue coming through subscriptions, CRM and retention are fundamental to the continued growth of the business.
This is a hands-on role for someone who is as comfortable interrogating customer data and developing a retention strategy as they are building complex journeys in Klaviyo.
You won’t be inheriting a finished test plan. You’ll be expected to find the opportunities, form a point of view, build the solution and measure the impact.
The Role
You’ll own the CRM lifecycle end to end, initially as an individual contributor, with the opportunity to grow into a CRM or Retention Lead role as the programme develops.
The role will remain hands-on. You’ll continue to build and optimise alongside taking greater strategic ownership and, over time, potentially leading a team.
What You’ll Own
- Own the full customer lifecycle in Klaviyo, including welcome and onboarding, product education, replenishment, pre-billing, failed payment, save and skip, and winback journeys
- Analyse flow, customer and cohort performance to identify where revenue and margin are being lost
- Build and implement retention strategies based on why customers are cancelling or skipping, rather than relying on blanket save journeys
- Develop strategies to convert high-intent one-time customers into subscribers
- Own CRM activity across email, SMS and WhatsApp
- Manage deliverability, database health and engagement
- Develop and optimise loyalty programme mechanics, including earn, burn, tiers and redemption journeys
- Work closely with creative teams to brief and iterate CRM assets based on performance
- Lead A/B testing across journeys and campaigns, prioritising tests based on commercial impact
- Develop clear reporting around CRM performance and incremental contribution
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How Success Will Be Measured
You’ll have clear commercial ownership, with success focused on:
- Increasing the contribution margin generated during a customer's first three months, relative to their initial order value.
- Increasing the proportion of active customers ordering in any given month, capturing the impact of cancellations, skips and changes in purchase frequency.
- Growing the incremental revenue and margin generated through CRM flows.
What We’re Looking For
We’re looking for someone with genuine Klaviyo expertise, rather than someone who has simply used the platform to send campaigns.
You’ll ideally have:
- Proven experience owning a CRM programme end to end
- Deep, hands-on experience with Klaviyo, including complex conditional and branched journeys
- A strong understanding of flow performance, attribution and incremental revenue
- Experience working within a subscription-led business
- Experience with Skio, Recharge or a similar subscription platform
- A strong understanding of subscriber behaviour, churn and retention
- A highly analytical approach, with the curiosity to investigate the data before being asked
- The ability to turn insight into action and personally build and launch your recommendations
- Strong strategic thinking and the ability to prioritise across multiple opportunities and projects
- Experience with a loyalty platform would be a strong advantage
- An independent, structured and fast-moving approach
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Why Join?
This is an opportunity to join a growing DTC business at a point where CRM has a genuine opportunity to shape commercial performance, rather than simply support it.
You’ll have significant ownership from day one, with the opportunity to build the CRM function, develop the retention strategy and grow into a broader leadership position as the business scales.
Our client is committed to creating an inclusive and diverse workplace and welcomes applications from candidates of all backgrounds, experiences and perspectives. They believe that a diverse team makes for a stronger business and are committed to ensuring their recruitment process is fair and accessible to everyone.
Please note: Due to the volume of applications, only candidates shortlisted for the next stage will be contacted. If you have not heard from us within two weeks of applying, unfortunately your application has not been successful on this occasion. We appreciate the time taken to apply and thank everyone for their interest.
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