THG
Lifecycle CRM Manager - THG Nutrition
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About THG
We are THG, a global ecommerce group on a mission to be the global online leader in beauty and sports nutrition.
Our portfolio of leading retailers and brands such as LOOKFANTASTIC, Myprotein, ESPA, Perricone MD, and Cult Beauty form our two core businesses: THG Beauty and THG Nutrition.
From Manchester to New York, we’re powered by a team of over 2500 people who work together, lead by example, and think BIG.
With us, you’ll go further, faster. What are you waiting for?
Role: Lifecycle CRM Manager
Brand / Business Unit: CRM | Myprotein
Reporting to: Head of Retention & Loyalty
Location: THG ICON 1, 7-9 Sunbank Lane, WA15 0AF (Fully office-based)
THG Nutrition:
THG Nutrition is home to some of the best-loved and most trusted names in wellbeing and nutrition, including Myprotein, the world’s largest online sports nutrition brand, and its family of brands: Myvegan, Myvitamins, and MP Activewear. Our brands and people exist to break boundaries; to power and empower those who want more.
Role Overview
The Lifecycle Campaign Manager is responsible for owning and optimising the full customer lifecycle across CRM channels for Myprotein within THG Nutrition, driving retention, repeat purchase, and lifetime value through data-led, multi-channel marketing at scale.
Key Responsibilities
Lifecycle Ownership
- Own the end-to-end customer lifecycle across acquisition, onboarding, retention, and reactivation.
- Define and optimise key lifecycle moments that drive engagement, loyalty, and repeat purchase behaviour.
- Identify opportunities to improve customer lifetime value across the full funnel.
Segmentation & Personalisation
- Develop and refine customer segmentation strategies using behavioural, transactional, and lifecycle data.
- Deliver highly personalised and targeted communications to improve engagement and conversion.
- Continuously optimise targeting strategies to increase relevance and performance.
Multi-Channel Campaign Delivery & Commercial Alignment
- Plan and execute CRM campaigns across email, SMS, push notifications, and on-site messaging, aligned to trading calendars and product launches.
- Build and optimise automated lifecycle journeys including welcome, abandonment, post-purchase, replenishment, and win-back flows.
- Partner with brand, marketing, and ecommerce teams to ensure CRM activity supports commercial priorities and revenue targets.
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Experimentation & Optimisation
- Lead structured A/B testing across content, timing, incentives, and creative execution.
- Analyse test results to identify performance drivers and customer behaviour insights.
- Apply learnings to continuously improve retention, conversion rates, and CLTV (Customer Lifetime Value).
Data & Performance Reporting
- Monitor and analyse CRM performance across key metrics including open rate, CTR (click-through rate), conversion rate, revenue per send, and retention.
- Translate performance data into actionable insights and strategic recommendations.
- Report on campaign effectiveness and lifecycle performance to key stakeholders across the business.
Requirements
- Proven experience in CRM, lifecycle marketing, or retention-focused roles within ecommerce.
- Strong understanding of customer segmentation, behavioural marketing, and lifecycle strategy.
- Experience working with CRM and marketing automation platforms (e.g., Braze, Bloomreach, Klaviyo, etc.).
- Commercial mindset with the ability to link CRM activity to revenue and customer lifetime value.
- Strong analytical skills with confidence in interpreting campaign performance data.
- Experience working in fast-paced, performance-driven digital or direct-to-consumer (D2C) environments.
- Excellent communication and stakeholder management skills.
Benefits
Career Development
- Access bespoke development programmes designed and delivered by our in-house Learning & Development (L&D) team.
- Develop your expertise through our upskilling programme in partnership with an industry-leading training provider.
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Enhanced Leave
- 25 days annual leave plus bank holidays.
- Free day off on your birthday.
- Enhanced maternity and paternity pay, depending on length of service.
- Up to 10 days compassionate leave.
- Buy back up to 3 days each year.
- Unlock 2 days volunteer leave after 12 months.
Wellbeing Support
- Access to face-to-face and virtual appointments with our in-house GP.
- Access to our 24/7 Employee Assistance Programme (EAP) provided by Bupa.
- State-of-the-art on-site gym.
- Access to our on-site physio.
Other Perks
- Save up to 12% on the cost of personal tech through our salary sacrifice scheme.
- Subsidised bus pass from Manchester City Centre to our ICON office.
- Up to 50% staff discount on THG brands.
- On-site staff shop.
- Access to an on-site barber.
- Refer someone who would fit perfectly? Get up to £1,000 when they pass probation.
- Anniversary gifts when you hit 5 and 10 years of service.
We are an equal opportunities employer. We are committed to creating a diverse and inclusive workplace that allows everyone to thrive and strongly encourage all candidates from all backgrounds and identities to apply.
Please email talent@thg.com if you require any additional support or need to make any adjustments to our recruitment process. You don’t need to disclose your disability or condition; you just need to let us know what support you need.
THG is proud to be a Disability Confident Committed employer. If you are invited to interview, please let us know if there are any reasonable adjustments we can make to the recruitment process to enable you to perform at your best.
THG is committed to creating a diverse and inclusive environment and welcomes applications from all sections of the community.
Our recruitment process can receive large volumes of applications, and we endeavour to respond to every application within 14 days. If you haven’t heard from us within that timeframe or have any questions about this or other roles, please contact our Talent team.
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