CRM & Retention Lead

LeMieux is the UK's leading equestrian and lifestyle brand, with an ambitious global growth agenda and a passionately engaged customer base. Retention and customer lifetime value are central to that growth and CRM is how we get there.

This is a key, hands‑on role for a CRM and retention specialist who wants to own a programme end to end: strategy, technology, execution, measurement, and the cross‑functional partnerships that make it all land. You will be the most senior CRM voice in the business, with the autonomy to shape the function and the support to invest in it properly.

This is a role for someone who can do the strategic thinking and the practical work, someone equally at home defining a three‑year retention strategy or building a Klaviyo flow.

Retention has historically lived in the shadow of acquisition at most ecommerce businesses, and ours has been no different. We are deliberately rebalancing that. As acquisition costs continue to rise across paid channels, the brands that win are the ones with the best retention engines and we intend to be one of them.

We are looking for a leader who can build CRM into a genuine commercial driver. The successful candidate will inherit a strong foundation, modern tooling, and a clear mandate to take retention performance to a different level.

• Own the company’s CRM and retention strategy end to end from first post‑purchase touchpoint through to win back.
• Define and deliver the retention plan against clear commercial targets: repeat rate, customer lifetime value, contribution from CRM channels, and retention‑driven revenue.
• Build the business case for CRM investment in tech, in resource, and in programme then stand behind it with credible numbers.
• Set the testing and learning agenda, balancing quick wins with longer‑term structural improvements.
• Support the execution of BAU marketing email and push comms across channels in close collaboration with the Marketing team.

• Design, build and continuously optimise the full lifecycle programme: welcome, onboarding, post‑purchase, replenishment, cross‑sell, win back, lapsed, VIP, and beyond.
• Use behavioural, transactional and preference data to build genuinely personalised journeys not just generic segmented sends.
• Deliver across channels: email, SMS, push, in‑app, and on‑site personalisation.
• Work with the wider Experience team on the post‑click experience to ensure CRM journeys land coherently across the whole customer journey.

• Own the CRM tech stack ESP, CDP, personalisation, loyalty, and reviews tooling currently including Klaviyo, Sweet Analytics, and Antavo. Drive the evaluation, selection and integration of additional tooling where appropriate.
• Be a key stakeholder in adjacent parts of the e‑commerce tech stack website front end, merchandising, A/B testing, and rewards ensuring CRM and on‑site experience work as one.
• Maintain a high standard of data hygiene, list health and deliverability the unglamorous foundations that everything else rests on.

• Own the loyalty programme strategy and day‑to‑day performance, driving meaningful engagement, not just sign‑ups.
• Identify and grow our VIP and high‑value customer segments, with bespoke programmes where it makes commercial sense.
• Build advocacy mechanics (referral, reviews, UGC) into the lifecycle programme as retention multipliers.

• Build clear, decision‑useful reporting on CRM and retention performance, including CLV, repeat rate, cohort behaviour, channel contribution and programme ROI.
• Track and report on core campaign metrics; deliverability, open rate, CTR, conversion, revenue per send and benchmark against industry standards.
• Use cohort analysis and customer segmentation to identify retention risks and opportunities before they show up in the headline numbers.
  
  Translate complex customer data into clear recommendations for senior stakeholders.

• Partner with the Senior Ecommerce Experience Manager on the broader customer experience agenda.
• Work closely with the Senior Ecommerce Commercial Manager and the trading…