CRM Manager

As the CRM Manager, working within the wider Customer Experience and Product team, you will oversee the strategic direction and optimization of our customer journeys, working closely with the CRM Executive to drive both acquisition and retention through automated email marketing, SMS, What App and direct mail. Your role will focus on test-and-learn strategies to improve customer sign-ups, nurture relationships, and re‑engage customers with lapsed or cancelled memberships.

By combining customer insight, analysing data and segments, you will be responsible for strengthening relationships with customers through enhanced personalisation, delivering more relevant experiences that drive loyalty, increasing share of wallet and maximising customer lifetime value.

• Automation Strategy & Optimisation
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  Lead the development and optimisation of automated customer journeys, including onboarding, nurturing, retention, loyalty and re‑engagement campaigns.
• Channel optimisation: Own and optimise CRM channels, including but not limited to email, SMS, What App and direct mail ensuring the right message reaches the right customer through the right channel at the right time, maximising engagement, relevance and commercial performance.
• Test & Learn: Implement a robust testing framework for automated journeys, continually refining content, messaging, timing, and flow to improve key metrics such as retention rates, reactivation rates, and overall customer lifetime value.
• Segmentation & Personalisation: Develop and evolve advanced segmentation and personalisation strategies to ensure customers receive relevant, timely and engaging communications. Work closely with the CRM Executive to effectively segment audiences using behavioural, transactional and customer data, whilst incorporating industry best practices and emerging engagement tactics, including gamification.
• Campaign Performance Analysis: Analyse and report on the performance of automated campaigns and tactical activity, using data to inform ongoing improvements and adjustments. Sharing monthly reporting with the wider business and performance board.
• Template building: Build email templates in Iterable and work alongside the creative team to build design templates which allow for easy asset creation and improve team efficiency and speed to launch. Good level of experience on design software and HTML understanding preferred.
• Collaboration: Work closely with other teams, including Growth Marketing, Digital Product, Design, Brand and Data Analytics, to align CRM strategies with overall business objectives and customer experience initiatives.
• Activity planning & Workload management: Create and maintain a customer‑centric communications roadmap that delivers against business objectives while remaining agile to emerging opportunities. Use CRM activity to drive engagement, increase attachment rates and grow AOV.
• Customer Retention & Reactivation: Develop strategies across our market to reduce churn by focusing on customer retention and reactivation of cancelled subscriptions through targeted campaigns.
• Leadership & Development: Manage and mentor the CRM Executive, ensuring they have the support and resources they need to succeed in their day‑to‑day tasks.

• Ahead of the pack: You adopt an active approach; you aim to be one step ahead both individually and within your team. You are a team player, you enjoy sharing ideas and solutions and encourage the CRM executive to share ideas.
• Paws & People First: You’ll recognize that the health of dogs and their owners drive our decision making.
• Best in Show: You are motivated, committed and ambitious. Focused on enhancing Pure Pet Foods customer experience.
• New tricks: You are curious, understand there are new and possibly better ways of doing things and you strive to find best fit solutions for Pure Pet Food. You’ll be interested in personal development and actively participate in learning to facilitate your growth.

• Proven experience in CRM and lifecycle management, particularly with customer journey automation and retention strategies, ideally within a DTC…