CRM, Customer Insights Manager

Role Overview

• Oversee the retention strategy to drive customer lifetime value, repeat purchase rate and frequency through a deep understanding of customer behaviour and insight-led decision making
• Lead the development of a customer insight function, turning behavioural and transactional data into clear, actionable insights and recommendations for the business
• Own customer segmentation strategy (lifecycle, value, behavioural, affinity) to enable effective targeting and personalisation across all channels
• Build and own a customer measurement framework including LTV, retention, churn, cohort analysis and segment contribution
• Analyse the end-to-end customer journey to identify friction points, opportunities and growth levers
• Deliver regular reporting and insight packs (weekly, monthly, ad hoc) with clear narratives and commercial actions
• Partner closely with Ecommerce, Brand, Trading and Product teams to embed customer insight into planning and decision-making
• Own and manage the Email marketing strategy: planning, briefing, A/B testing, reporting and optimisation across campaigns and lifecycle journeys
• Own and manage the SMS marketing strategy: planning, testing, reporting, performance optimisation and budget management
• Manage and evolve lifecycle programmes across acquisition, onboarding, repeat and reactivation
• Own and optimise the loyalty programme, focusing on engagement, incremental revenue and retention impact
• Forecast revenue from New and existing customers and model the impact of retention initiatives to inform budgets and targets
• Grow and enrich the customer database, leveraging first-party data strategies across onsite capture, paid media and preference centres
• Ensure ongoing database management and governance, maintaining data quality and GDPR compliance
• Own the CRM and customer insight roadmap, prioritising initiatives based on impact and effort (e.g. personalisation, referrals, testing roadmap)
• Work closely with Ecommerce, Brand and Digital Design teams on campaign planning and execution
• Manage relationships with key partners (ESP, SMS and Loyalty platforms)
• Managing and resolving any customer-related queries that may arise directly from your channels (e.g. loyalty queries, email queries, data deletion requests etc)

Requirements

• Analytical mindset and comfortable working with customer data
• 5+ years’ experience in a similar CRM role
• Experience managing email marketing for a similar sized business
• Experience managing a loyalty programme for a similar sized business
• Competent presentation skills and the ability to present to the wider team on a weekly, monthly and ad hoc basis
• Understanding of current GDPR compliance regulations
• Familiarity with standard customer data definitions and building reports based on these (New/Existing, lifecycle stage etc)
• Experience managing a direct report/s
• Experience working with CRM and marketing automation platforms, with the ability to quickly adapt to new tools (e.g. Ometria, Klaviyo or similar)

Benefits

• Competitive salary and holiday allowance
• Company performance related bonus
• A pension contribution
• An exclusive staff discount
• 24/7 healthcare appointment support
• Hybrid working – 3 days in office & 2 days from home and flex start/finish times
• External private employee wellbeing support
• Access to Perkbox
• Volunteer days
• Team Recognition scheme
• Training and Development
• Holiday carry-over scheme
• Season-ticket travel loan
• Cycle to work scheme
• Parental Leave support