Develop and execute the end-to-end CRM strategy to drive acquisition, engagement, retention, and reactivation.
Design and optimise the customer journey (welcome, nurture, loyalty, replenishment, win-back, etc.).
Translate business goals into actionable CRM plans aligned with brand and commercial targets.
Plan, build, and deploy personalised, multi-step campaigns across email, SMS, app, and other owned channels.
Ensure all CRM communications are on-brand, compliant, and aligned with product launches and marketing calendars.
Lead A/B and multivariate testing to optimise content, creative, offers, and timing.
Build smart customer segments using behavioural, demographic, transactional, and predictive data.
Analyse CRM performance, customer behaviour, cohort performance, and channel effectiveness.
Partner closely with Marketing, E-commerce, Creative, Retail, Product, and Customer Service teams.

Proven experience (5 years) in a CRM & loyalty ideally within beauty, fashion, wellness, or retail.
Bachelor's degree in Business, Communications, or related field.
Experience in loyalty programmes and leading communication strategies to encourage LTV.
Experience using Klaviyo would be beneficial but not essential. Use of similar tools would be essential.
Previous experience in beauty / cosmetics brand or retail related business is desired.

Senior CRM Manager

Key skills