CRM Manager

The CRM Manager will own the end-to-end CRM strategy and execution for a rapidly growing, app-first consumer business. This is a hands‑on role responsible for building, scaling, and optimising customer lifecycle communications across the app, with a clear focus on engagement, retention, frequency, and lifetime value.

Operating as an individual contributor, the CRM Manager will define the CRM vision, design journeys, execute campaigns, analyse performance, and continuously optimise based on data and customer behaviour. The ideal candidate comes from app-first lifestyle, e-commerce, or consumer brands and is comfortable moving quickly in a dynamic, test‑and‑learn environment.

• Own and define the CRM strategy across the full customer lifecycle: onboarding, activation, engagement, retention, win-back, and loyalty.
• Build a scalable, app-first CRM roadmap aligned with business growth and product priorities.
• Translate commercial and product goals into targeted, personalised CRM programmes.

• Plan, build, and execute CRM campaigns end-to-end across push notifications, in-app messaging, email, and SMS (where relevant).
• Create automated and triggered journeys based on user behaviour, preferences, and lifecycle stage.
• Manage day-to-day campaign execution, QA, scheduling, and deployment.
• Deliver highly relevant, personalised messaging to improve engagement and conversion.
• Continuously refine journeys to improve retention, repeat usage, and LTV.
• Own CRM performance measurement, reporting, and insights.
• Run A/B tests on messaging, timing, frequency, and channels to drive continuous improvement.
• Use data to identify opportunities, diagnose drop-offs, and inform CRM strategy evolution.
• Own CRM tools and platforms (e.g. Braze, Iterable, Salesforce Marketing Cloud, Hub Spot, Clever Tap or similar).
• Work closely with Product, Data, and Engineering teams to implement events, triggers, and tracking.
• Ensure CRM setup supports scale, automation, and best-practice app-first lifecycle marketing.

• Partner closely with Product, Growth, Marketing, Data, and Customer teams to align CRM initiatives.
• Support product launches, feature adoption, promotions, and commercial campaigns through CRM.
• Act as the CRM subject-matter expert within the business.

• 4–8 years’ experience in CRM, lifecycle, or retention marketing.
• Proven experience in app-first businesses, ideally within lifestyle, e-commerce, or consumer brands.
• Strong background owning CRM strategy and execution as an individual contributor.
• Experience working in fast-growth, agile environments.

• Deep understanding of app-based lifecycle marketing and customer behaviour.
• Highly hands‑on with CRM tools and campaign execution.
• Strong analytical mindset with the ability to turn data into action.
• Comfortable prioritising, testing, and iterating in a rapid-growth context.
• Clear communicator who can work cross-functionally without heavy hierarchy.

• Experience with subscription or repeat-purchase models.
• Familiarity with loyalty, rewards, or membership programmes.
• Exposure to international or multi-market apps.

• Full ownership of CRM in a rapidly scaling app-first business
• High impact role with visibility across Product, Growth, and Leadership
• Opportunity to build CRM from the ground up and shape best practice
• Fast-moving, entrepreneurial environment with real autonomy