Crm Strategist

Chip is building the UK's most personal digital wealth manager. Achieving that means building the most personalised lifecycle experience possible: communications that meet customers at the right moment across onboarding, activation, balance growth and cross-sell. Alongside this sits a parallel obligation: maintaining Chip's standing with the FCA and other regulatory bodies.

We see lifecycle engagement as one of Chip's key growth levers. The CRM team is structured around two paths: the Growth Path, covering lifecycle and growth marketing communications, and the Reactive Path, covering incident and service communications. This role is accountable for strategy on the Growth Path, across a set of products and customer journeys.

You'll run experiments quickly, learn from them, and iterate 'll also protect the experience customers expect from Chip: considered, high quality and service-led, with every message earning its place in someone's inbox or app. You'll work closely with Product, Data, Compliance and the CRM Build team, and report to the Head of CRM.

• Turn business objectives into lifecycle strategies across acquisition, activation, cross-sell and retention
• Frame initiatives as testable hypotheses with clear success metrics and decision points
• Design and run experiments at pace, read results honestly, and decide whether to scale, iterate or stop
• Build a continuous optimisation rhythm so each test informs the next
• Define the audience logic behind every campaign: who enters, when, on which trigger, and when they exit
• Design segmentation that reflects customer behaviour, product holdings and lifecycle stage, and stress-test it for edge cases before launch

• Manage a pipeline of competing priorities, deciding what matters most and making the trade-offs visible to stakeholders
• Plan campaigns end to end, from brief to launch to results, keeping timelines realistic for you, the build team and partners
• Write clear, complete briefs so the build team can execute accurately the first time

• Shape messaging that reads well, looks good and reflects Chip's brand across email, push, in-app and content cards
• Balance commercial goals with a sophisticated, service-led customer experience
• Partner with Compliance to keep communications within FCA financial promotion rules and Consumer Duty

• Analyse campaign and cohort performance, and turn findings into clear recommendations
• Document what you've learned so the wider team can build on it

• You have 3+ years in CRM, lifecycle or growth marketing, ideally in fintech, financial services or another consumer app
• You've run campaigns that moved conversion, whatever conversion meant in your context (sign-ups, first deposits, upgrades, purchases, retention), and you can explain why they worked
• You bring a growth mindset to experimentation, and you're comfortable testing fast, being wrong and adjusting
• You're a strong project manager who prioritises well across multiple stakeholders and deadlines
• You know what looks good and what reads like great copy that resonates
• You have strong experience building segmentation and multi-step journey logic (such as Braze Canvas or equivalent), including entry and exit criteria, triggers, suppression and holdouts, and you can spot where logic could fail before it reaches a customer
• You've worked hands-on with a customer engagement platform such as Braze (preferred), Iterable or Customer.io
• You're comfortable with A/B testing and reading results, and you know the limits of what the data can tell you
• You write clearly, for customers and for internal stakeholders

• You use AI tools…