CRM & Retention Lead

Hello, we’re SURI. We're on a mission to radically transform oral care with beautiful everyday essentials designed for life. Championing high performance and future-focussed design, our award-winning sonic toothbrush transforms an uninspiring chore into an enjoyable daily ritual.

We seek to continually push the boundaries of what is possible and invite honest conversation on our collective journey. Since launching our sonic toothbrush in 2022, we’ve delighted over 500k customers across the UK, Europe and US. In doing so, SURI has risen to become the highest-rated electric toothbrush on Trustpilot, while achieving B-Corp certification and securing listings in major US and UK retailers.

As well as garnering widespread media attention, SURI has also picked up numerous prestigious industry awards including The Grocer Startup of the Year, Red Dot Design Award, and the Marie Claire Sustainability Award.

We’re looking for a CRM & Retention Lead to take ownership of our CRM, email performance marketing, and retention strategies. You ll be responsible both for a significant part of SURI’s acquisition marketing as well as fully owning retention marketing and the LTV strategy.

This is a high-impact role where you ll be responsible for optimizing email flows, launching high-converting sales campaigns, converting leads into customers, improving LTV through segmentation, automation, and strategic offers, and working with our Digital Product team to improve conversion rate and AOV in key user journeys. Reporting into the Director of Growth, you ll work closely with our Growth, Product, Operations, Brand and Creative teams to build a best-in-class CRM strategy and retention engine that keeps our customers engaged and coming back for more.

• Own email marketing for SURI, crafting winning messaging strategies and engaging creatives for big campaigns, product launches, and other marketing moments.
• Work closely with the brand team to bring the monthly messaging calendar to life for our customers and prospects.
• Own segmentation strategy, planning who receives what, and when, to maximise engagement and revenue.
• Develop, optimize, and A/B test automated email flows (welcome series, replenishment, churn prevention, post-purchase, etc.) to maximize conversion and LTV.
• Own and scale SURI’s retention engine, driving repeat revenue from our consumable products (heads and toothpaste) via email, SMS, CRM, CRO and offline channels.
• Own subscription growth by reducing churn, increasing upsell opportunities, and enhancing the customer experience.
• Work with our digital product team to build best in class site flows that unlock retention and repeat revenue opportunities.
• Own reporting and analytics, tracking key CRM and retention KPIs and implementing data-driven improvements.
• Stay on top of industry trends and best practices in DTC retention marketing, bringing fresh ideas to the table.

• Proven track record in DTC retention marketing, with a history of driving real, measurable repeat revenue growth at a fast-moving startup.

• Deep expertise in email marketing, lifecycle automation, and CRM- you know what makes customers come back.
• Experience managing subscriptions and consumable product retention in an eCommerce environment.
• Strong analytical mindset- you make decisions based on data, not guesses.
• Hands-on experience with email platforms and CRM tools (Klaviyo strongly preferred), as well as integration with Shopify and subscription platforms.
• Creative and strategic thinker - can know how to create winning emails, and can think big picture about driving improvements over the long term.
• A builder - you thrive in a fast-paced environment, move quickly, and get things done. You build processes and structure around you.

• 25 days annual leave, plus bank holidays and an additional day for your birthday

• Flexible working hours
• Hybrid working - up to 2 days working from home each week
• Bupa Healthcare and Dental Packages
• Income Protection and Life Assurance
• 1x Charity Day per year
• Central London offices- based in Bank; a stone’s throw from Leadenhall Market
• 4x “Work from Anywhere” weeks, with no requirement to be in the office those weeks
• Acce…