CRM & Lifecycle Architect for Growth and Loyalty

Tildenet Group; England; On-site; GBP 45,000 - 65,000; Full time

Job summary

The Tildenet Group is seeking a CRM & Lifecycle Manager to grow customer value through data-led CRM, lifecycle marketing, retention and loyalty initiatives across consumer and trade markets. You will own the customer journey from welcome to repeat purchases, build Garden Rewards loyalty programmes, and work closely with E-commerce, Brand & Content to maintain a distinctive brand voice.

The role focuses on commercial impact, not just engagement metrics, and offers opportunities to shape customer

Qualifications

• Strong hands-on CRM, email, lifecycle or retention marketing experience.
• Demonstrable experience building automated customer journeys.
• Strong understanding of customer segmentation, retention, repeat purchase and customer lifetime value.
• Experience developing loyalty, membership or rewards propositions would be advantageous.

Responsibilities

• Own the consumer CRM and lifecycle strategy, ensuring customers receive relevant communications and experiences according to their behaviour, value, interests and stage in the customer journey.
• Own the commercial email programme, including audience selection, segmentation, targeting, cadence, testing, optimisation and performance reporting.
• Build and optimise automated lifecycle journeys including welcome, browse abandonment, basket abandonment, post-purchase, second-purchase and reactivation programmes.
• Own customer segmentation by behaviour, value, purchase history and lifecycle stage and use this insight to improve relevance and commercial performance.
• Develop CRM personalisation across email and other relevant customer communications, working with Brand & Content to maintain a distinctive and consistent brand voice.
• Own Loyalty scheme strategy and performance, developing it beyond a promotional mechanism into a genuine loyalty and membership proposition.
• Develop Garden Rewards benefits including early access, previews, relevant seasonal content, selective offers, partner benefits and recognition of high-value customers.
• Own repeat-purchase, retention and lapsed-customer reactivation strategy, with particular focus on improving the journey to second purchase.
• Own CRM-attributable and lifecycle automation revenue, ensuring CRM activity is measured commercially rather than primarily by sends, opens or clicks.
• Own customer lifetime value analysis and development, using acquisition economics from Acquisition and conversion/AOV insight from E-commerce.
• Monitor customer cohorts, behaviour and sentiment and feed useful customer insight into E-commerce, Acquisition, Brand & Content and wider consumer planning.
• Own basket and browse abandonment recovery communications while E-commerce owns diagnosis and removal of the underlying onsite friction.
• Work with E-commerce on lifecycle cross-sell, product recommendations and customer behaviour, distinguishing onsite recommendations from CRM-led personalised communications.
• Own CRM data quality, customer preferences and consent processes, working with technical/digital support where required.
• Provide clear weekly retention, repeat-purchase and lifecycle reporting as an input to the consolidated consumer digital trading view.

Skills

CRM expertise

Email marketing

Lifecycle marketing

Customer segmentation

Retention & loyalty

Data analysis

Loyalty programs

Tools

CRM platforms

Email automation tools

Job description

The Tildenet Group is seeking a CRM & Lifecycle Manager to grow customer value through data-led CRM, lifecycle marketing, retention and loyalty initiatives across consumer and trade markets. You will own the customer journey from welcome to repeat purchases, build Garden Rewards loyalty programmes, and work closely with E-commerce, Brand & Content to maintain a distinctive brand voice.

The role focuses on commercial impact, not just engagement metrics, and offers opportunities to shape customer