CRM Director - #3517859

Herd Digital; Greater London; Hybrid; GBP 80,000 - 100,000; Full time

Benefits offered by this job

25 days holiday plus bank holidays

Comprehensive private healthcare

Subsidised gym memberships

Annual personal development budget

Job summary

A leading digital consumer brand based in London is seeking an experienced CRM Director to define and lead the CRM strategy. The role offers full autonomy to build and optimise the CRM function while collaborating with senior leadership. You will leverage 8+ years of experience in CRM, ideally within digital-first environments, to drive customer engagement. Benefits include a hybrid working model, comprehensive healthcare, and a culture that values innovation and employee voice.

Qualifications

• 8+ years in CRM or lifecycle marketing, preferably in ecommerce or D2C environments.
• Hands-on expertise with enterprise CRM platforms and marketing automation tools.
• Strong track record in driving retention and revenue growth through effective CRM strategies.

Responsibilities

• Define and own the end-to-end CRM strategy across multiple brands.
• Lead planning and execution of multichannel lifecycle campaigns.
• Own CRM platform selection and optimisation to ensure scalability.
• Influence leadership and stakeholders at board level.

Skills

CRM management experience

Lifecycle marketing expertise

Data-driven decision making

Cross-functional collaboration

Tools

Klaviyo

Salesforce Marketing Cloud

HubSpot

Braze

Iterable

Customer.io

Job description

Location: London (Hybrid - flexible, office visits as needed)

The Company

Join one of the UK’s fastest-growing digital consumer brands, a creative, customer-focused business with a reputation for standout digital experiences. Known for innovative products and a distinctive brand voice, the company has scaled rapidly and is now a household name.

This is a fully in-house role, giving you full ownership of the CRM function. You’ll set strategy, build the team, and run campaigns that directly shape the customer experience and drive growth.

Operating in a fast-paced, digital-first environment, the business combines technology and customer insight to drive engagement and retention across multiple brands. As it scales globally, CRM sits at the heart of its strategy.

This is a rare chance to lead a greenfield CRM function in a founder-led business, with real influence at board level and the freedom to shape long-term strategy.

Role & Responsibilities

As CRM Director, you’ll define and own the end-to-end CRM and customer lifecycle strategy across a portfolio of high-visibility brands. This is a greenfield role, offering full autonomy to build CRM foundations, select and optimise platforms, and scale lifecycle programmes across channels and markets.

You’ll work closely with founders and senior leadership, acting as the CRM authority within the business, balancing long-term strategic vision with hands‑on execution in a fast‑paced environment.

• CRM Strategy & Roadmap: Define and own the full‑funnel CRM strategy across onboarding, engagement, retention, and reactivation.
• Lifecycle Campaign Leadership: Lead planning, execution, and optimisation of multichannel lifecycle campaigns across email, SMS, push, in‑app, and emerging channels.
• Technology & Platforms: Own CRM platform selection, implementation, and optimisation (e.g. Klaviyo, Braze, Iterable, Salesforce Marketing Cloud, HubSpot, Customer.io), ensuring scalability and seamless integration with the wider martech stack.
• Personalisation & Data: Use advanced segmentation, customer insight, and experimentation to deliver personalised experiences at scale.
• Cross‑Functional Collaboration: Partner with Brand, Product, Data, and Engineering teams to embed CRM across the wider customer experience.
• Leadership & Influence: Act as a senior voice within the marketing leadership team, influencing founders and stakeholders at board level.
• Performance & Commercial Impact: Define success metrics across the lifecycle, using data to drive improvements in retention, LTV, and ROI.
• Hands‑On Delivery: Operate as both strategic leader and executional expert, particularly in the early stages of building the CRM function.
• International Expansion: Support global growth by adapting CRM strategies for new markets, audiences, and cultural contexts.

Skills & Experience

• 8+ years’ experience in CRM or lifecycle marketing within fast‑paced, digital‑first businesses (ecommerce, D2C, fintech, gaming, or subscription models preferred).
• Deep, hands‑on expertise with enterprise CRM platforms and marketing automation tools.
• Strong commercial mindset with experience driving retention, lifetime value, and revenue growth through CRM.
• Proven ability to build CRM functions and frameworks from scratch.
• Confident working cross‑functionally with Product, Data, Brand, and Engineering teams.
• Experience influencing founders and senior stakeholders at board level.
• Highly data‑driven, detail‑oriented, and comfortable operating in high‑growth environments.

Company Benefits

• 25 days holiday + bank holidays, plus additional leave for volunteering and mental health.
• Hybrid working model with flexible hours and time in the London HQ.
• Comprehensive private healthcare and dental cover for you and your immediate family.
• Virtual GP access, subsidised gym memberships, and wellbeing initiatives.
• Annual personal development budget for courses, certifications, and conferences.
• Opportunities for international travel and collaboration as the business scales globally.
• Regular team lunches, quarterly offsites, and company‑wide events.
• Enhanced parental leave and support for returning parents.
• Charity days and employee referral bonuses.
• Cutting‑edge tech setup with the latest laptops, monitors, and accessories.
• A culture that encourages innovation, experimentation, and bold ideas, where your voice has real influence.