CRM Manager

Salary: £60,000 - £65,000 + equity

Location: London – Hybrid, 3 days per week in the office

Our client is one of the UK's fastest-growing DTC consumer brands, experiencing significant growth across both its customer base and revenues.

Following exceptional performance across acquisition, the business is entering its next phase of growth with an increasing focus on CRM, retention and customer lifetime value. Its active subscriber base has already grown to approximately 35,000–40,000 customers, while DTC revenue is forecast to reach £10m–£11m this year, with ambitious plans to scale significantly beyond this over the next two years.

They're now looking for a CRM Manager to take complete ownership of the channel and transform CRM from a largely BAU function into a major driver of retention, LTV and revenue growth.

This isn't a role where you'll inherit a finished CRM strategy and simply execute campaigns. You'll have the opportunity to effectively relaunch the channel – owning the strategy, experimentation roadmap and execution while building a sophisticated CRM programme from a relatively blank slate.

The Opportunity

• Take end-to-end ownership of CRM, from strategy and experimentation through to hands-on execution

• Effectively relaunch the CRM channel and establish it as a key driver of retention, LTV and revenue

• Own a significant and rapidly growing subscriber base of approximately 35,000–40,000 active customers

• Build a sophisticated testing roadmap, identifying opportunities and using data to prove what genuinely moves commercial performance

• Join a Growth team that has scaled rapidly and work alongside ambitious, commercially focused marketers

• Work primarily across email, with the autonomy to identify and build the business case for additional channels such as SMS and WhatsApp

• Have genuine ownership rather than executing a strategy handed down by senior leadership

• Work cross-functionally across Growth, Brand, Ops and Finance within a lean business where individuals have significant influence

• Join during a period of exceptional growth, with DTC revenue forecast to reach approximately £10m–£11m this year

• Grow your own remit and career as CRM becomes increasingly important to the wider growth strategy

• Receive equity/options and share in the upside you help create

Responsibilities

• Own the CRM strategy from end-to-end, including planning, execution, measurement and ongoing optimisation

• Take ownership of Klaviyo and evolve the existing CRM infrastructure, templates, campaigns and lifecycle flows

• Build and execute an ambitious experimentation roadmap across CRM

• Develop sophisticated customer journeys, segmentation and lifecycle programmes designed to improve retention and customer value

• Identify opportunities across the customer lifecycle to reduce churn and increase repeat purchase

• Use CRM to directly influence retention, LTV, repeat customer rate and revenue

• Increase CRM/Klaviyo's contribution to the wider revenue mix

• Establish clear CRM KPIs and develop more sophisticated reporting and measurement

• Analyse experiments beyond surface-level email metrics, demonstrating their impact on wider commercial performance

• Own email as the primary channel while identifying opportunities to test additional channels including SMS and WhatsApp

• Connect CRM activity with the wider acquisition and retention strategy

• Work closely with Growth, Brand, Ops and Finance to identify opportunities across the customer journey

• Continuously test, learn and iterate, building a clear knowledge base of what drives customer behaviour and commercial performance

• Bring new ideas, technologies and best practice into the business as the CRM function evolves

Your Profile

• Strong experience within CRM, lifecycle or retention marketing, ideally at CRM Manager level or as a high-performing Senior CRM Executive ready to step up

• A strong understanding of how CRM impacts retention, LTV, repeat purchase, churn and revenue, rather than focusing solely on opens and clicks

• A proven track record of running CRM experiments and being able to clearly demonstrate the measurable commercial impact of your work

• Experience within a DTC subscription business would be highly advantageous

• Broader DTC/e-commerce experience will also be considered where you can demonstrate genuine depth across retention and customer lifecycle

• Comfortable owning both strategy and hands-on execution – this isn't a role for someone looking to move away from the tools

• Experience developing lifecycle journeys, customer segmentation, campaigns and automated flows

• Experience with Klaviyo would be advantageous, although strong experience with comparable CRM platforms such as Braze is equally relevant

• Highly analytical and commercially minded, with the ability to turn customer data and experimentation into actionable decisions

• Naturally curious and passionate about testing, experimentation and continuous improvement

• Comfortable working within a fast-paced startup/scale-up environment where priorities can change quickly and there aren't layers of corporate structure

• Hungry, ambitious and motivated by the opportunity to grow both the business and your own career

• Proactive and autonomous – you'll be expected to identify opportunities, build the strategy and drive initiatives forward rather than wait for direction

• Comfortable collaborating across multiple functions and influencing how CRM fits into the wider growth strategy

How to apply

To apply for this outstanding opportunity, please contact Daniel Haymes at Pivotal for a confidential discussion on 07442871117 or email daniel@pivotallondon.co.uk.

Pivotal is an equal opportunities employer and we encourage applications regardless of ethnic origin, race, religious beliefs, age, disability, gender or sexual orientation, and any other protected status as required by applicable law.