CRM AND Retention Manager

Fella and Jones; Greater London; Hybrid; GBP 36,000 - 60,000; Full time

Job summary

Fella and Jones in London (hybrid) is seeking a commercially minded CRM Manager with strong Klaviyo expertise. You will own the customer lifecycle from onboarding to loyalty, delivering personalised journeys to grow revenue and lifetime value.

With ownership of the CRM strategy and hands-on delivery, you will develop automated flows, segment audiences, and report on CRM performance. You’ll collaborate across ecommerce, marketing and customer experience teams to drive sustainable growth.

Qualifications

• Proven CRM or lifecycle marketing experience with strategy ownership.
• Strong Klaviyo expertise for campaigns, flows, segmentation, testing and reporting.
• Experience in onboarding, retention and subscription journeys to reduce churn.

Responsibilities

• Own the CRM strategy and delivery across email and SMS, aligning activity with ecommerce and commercial goals.
• Oversee the complete customer journey from onboarding to reactivation.
• Manage subscription communications including onboarding, renewal and winback journeys.
• Develop, optimise and scale automated flows within Klaviyo (welcome, browse, cart abandon, post-purchase, cross-sell).
• Own the CRM calendar, balancing brand storytelling with key trading moments.
• Develop segmentation and personalisation based on behaviour and preferences.
• Establish testing programmes to improve engagement and retention.
• Monitor CRM revenue, churn, LTV and translate insights into actions.
• Collaborate with ecommerce, marketing and CX teams to improve journeys.
• Oversee database health, consent management and deliverability.

Skills

CRM strategy

Klaviyo expertise

Lifecycle marketing

Analytical approach

Cross-functional collaboration

Tools

Shopify Plus

GA4

Recharge

Job description

London – Hybrid

Salary up to £60,000 plus generous benefits package

We’re looking for a commercially minded CRM Manager with strong Klaviyo expertise to join a fast-growing luxury brand. You’ll take ownership of the customer lifecycle, overseeing everything from onboarding and first purchase through to subscription engagement, retention and reactivation.

Combining strategic thinking with hands-on delivery, you’ll build personalised customer journeys that strengthen loyalty, grow customer lifetime value and deliver measurable revenue.

The Role

• Own the CRM strategy and delivery across email and SMS, aligning activity with wider marketing, ecommerce and commercial objectives.
• Oversee the complete customer journey, ensuring a seamless experience across prospect nurturing, onboarding, purchase, repeat purchase and reactivation.
• Manage subscription communications throughout the subscriber lifecycle, including onboarding, replenishment, renewal, payment recovery and cancellation prevention.
• Develop, optimise and scale automated flows within Klaviyo, including welcome, browse and basket abandonment, post-purchase, cross-sell and winback journeys.
• Own the CRM campaign calendar, balancing brand storytelling, product education, launches and key trading moments.
• Develop segmentation and personalisation strategies that reflect customer behaviour, preferences, purchase history and subscription status.
• Establish a structured testing programme across content, creative, timing and offers to improve engagement, conversion and retention.
• Monitor and report on CRM revenue, repeat purchase, subscription retention, churn and customer lifetime value, translating insights into clear actions.
• Work closely with ecommerce, marketing and customer experience teams to identify friction, improve journeys and deliver consistent communications.
• Oversee database health, consent management and deliverability to support sustainable channel growth.

Your Experience

• Proven experience in CRM or lifecycle marketing, with ownership of strategy and hands-on delivery, ideally within a luxury, premium or DTC brand.
• Strong Klaviyo expertise is essential, including campaign management, automated flows, segmentation, testing and reporting.
• Experience managing customer onboarding, retention and subscription journeys, with an understanding of how to reduce churn and increase lifetime value.
• Experience working with Shopify Plus and GA4, alongside Recharge or a similar subscription platform.
• A commercially focused, analytical approach, with the ability to turn customer insight into effective campaigns and measurable improvements.
• Strong creative judgement and attention to detail, ensuring every communication reflects the brand’s positioning.
• Confidence managing a busy CRM calendar, prioritising opportunities and working collaboratively across teams.

Why This Role

Join a luxury brand with real momentum and international growth ambitions, taking ownership of a channel central to its next stage of development.

You’ll have the opportunity to shape how customers discover, engage with and stay loyal to the brand, with a broad remit spanning onboarding, subscriptions and long-term retention.