Propel
Growth Marketing Lead - Premium, Luxury Audience
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Growth Marketing Lead | Premium Platform
4 Days in office
We're partnering with a fast-growing, well-backed business operating in a genuinely premium, high-value space, serving an audience that's accustomed to the very best and rarely impressed by the ordinary.
The business has grown almost entirely through referrals and word of mouth, without ever building a formal growth function. They're now bringing in their first CMO to build a modern marketing organisation, joining an existing team of around 10 across brand, content and communications. This will be the CMO's first strategic hire.
They're looking for a Growth Marketing Lead to build the CRM and growth engine from the ground up, combining exceptional lifecycle marketing with targeted awareness activity to turn interest into long-term, high-value customers.
This is a hands-on, highly visible role at the commercial heart of the business, working closely with Marketing, Commercial and Leadership. Internally, it's viewed as one of the most important hires the CMO will make, responsible for building the infrastructure that turns trust into sustainable revenue.
This is a rare opportunity to build a best-in-class growth function inside a business where demand already exists, but the growth engine hasn't yet been built.
Why This Role?
- Be the first dedicated Growth Marketing hire, reporting directly to a newly appointed CMO.
- Build the CRM and lifecycle function from scratch with no legacy systems or inherited playbook.
- Own the customer journey from first touch through nurture, conversion, loyalty and referral.
- Help shape an AI-native marketing function from day one.
- Work with an exceptional premium brand where quality matters more than volume.
- Enjoy startup ownership with the backing and investment of a well-funded, scaling business.
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What You'll Be Doing
- Own the end-to-end Growth and lifecycle strategy, from prospect identification through nurture, conversion and referral.
- Build the CRM infrastructure and customer journeys from the ground up, ensuring no opportunity is lost across a long, considered buying cycle.
- Partner closely with Commercial to identify high-value prospects and deliver the right message through the right channel at exactly the right time.
- Lead highly targeted awareness campaigns designed to keep the brand visible with a niche, premium audience, prioritising relevance over reach.
- Own the broader growth strategy across channels and partnerships.
- Develop and optimise a referral engine that turns delighted customers into a scalable acquisition channel.
- Own reporting across the growth funnel, translating performance into clear commercial insight for the CMO and leadership team.
- Bring an AI-first mindset, embedding AI into workflows, experimentation and decision-making wherever it creates meaningful advantage.
What We're Looking For
- End-to-end ownership of CRM and lifecycle marketing, rather than simply executing campaigns within a CRM platform.
- Experience marketing to a small, high-value audience with a long and considered buying journey.
- Strong commercial thinking with the ability to identify opportunities, form hypotheses, test ideas and iterate quickly.
- Comfortable running targeted awareness campaigns as part of a wider growth strategy. This is not a traditional paid acquisition role.
- Naturally curious about AI and already using AI tools to improve marketing effectiveness and productivity.
- Experience working within regulated or highly compliant industries would be beneficial but isn't essential.
- A builder's mindset. Someone who enjoys creating new processes, systems and ways of working rather than inheriting existing ones.
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This Role Would Suit You If...
- You've built Growth or CRM and lifecycle programmes for customers who don't buy on impulse.
- Perhaps you've worked in luxury, premium travel, private membership, fintech, wealth management, high-end property, automotive or another considered purchase category where trust is earned over time and relationships matter far more than volume.
- You enjoy combining data, creativity and commercial thinking to influence customer behaviour across the entire lifecycle.
This Role Might Not Be Right If...
- Your experience has been primarily performance marketing with limited ownership of CRM or lifecycle strategy.
- You prefer setting strategy rather than remaining hands-on with execution.
- Your background is heavily focused on compliance or operational communications rather than customer growth.
- You prefer established processes rather than building functions from the ground up.
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