CRM & Lifecycle Manager

AGS; West of England; On-site; GBP 45,000 - 65,000; Full time

Job summary

AGS is seeking an experienced CRM & Lifecycle Manager to own the customer relationship beyond acquisition, using data, insights and targeted communications to boost retention and lifetime value. You will lead the customer journeys from welcome to re-engagement and help grow Garden Rewards into a meaningful loyalty proposition.

The role focuses on revenue, retention and customer value, with success measured by commercial impact rather than volume of messages, requiring hands-on automation,

Qualifications

• Strong practical experience across CRM, email, lifecycle or retention marketing.
• Hands-on experience developing, implementing and optimising automated customer journeys.
• Knowledge of segmentation, retention, repeat purchasing and customer lifetime value.
• Ability to connect CRM activity to revenue, customer value and margin.
• Experience with CRM platforms and email automation systems.

Responsibilities

• Develop and lead the CRM and customer lifecycle strategy with tailored communications.
• Manage the commercial email strategy including segmentation, targeting and frequency.
• Design and improve automated journeys (welcome, browse/cart/basket abandonments, post-purchase, repeat purchases).
• Establish meaningful customer segments based on value, history and lifecycle stage.
• Analyse customer cohorts and share insights to support decision-making.
• Lead loyalty initiatives like Garden Rewards and drive revenue from lifecycle automation.

Skills

CRM

Lifecycle marketing

Email marketing

Data analysis

Customer segmentation

A/B testing

Cross-functional collaboration

Job description

The Opportunity

We are looking for an experienced CRM &Lifecycle Manager to take ownership of the customer relationship beyond acquisition, using customer data, insight and targeted communications to increase retention, repeat purchasing and long-term customer value.

The role will manage the customer journey from initial welcome and first purchase through to repeat purchasing, retention and re-engagement. A key part of the position will be developing Garden Rewards, alongside future loyalty initiatives, into a more compelling and valuable membership proposition.

This is a commercially focused CRM position, with success measured through customer value, revenue, retention and lifetime value rather than simply communication volumes or engagement metrics

Key Areas of Responsibility:

CRM & Customer Lifecycle

• Develop and lead the CRM and customer lifecycle strategy, ensuring communications are tailored around customer behaviour, interests, value and position within the customer journey.
• Manage the overall commercial email strategy, covering audience selection, segmentation, targeting, communication frequency, testing and ongoing optimisation.
• Design, implement and continually improve automated customer journeys, including welcome, browse abandonment, basket abandonment, post-purchase, second-purchase and reactivation activity.
• Establish and maintain meaningful customer segments based on purchasing behaviour, customer value, history and lifecycle stage.
• Use segmentation and behavioural insight to improve customer relevance and commercial outcomes.
• Develop personalised CRM communications across email and other appropriate channels, working alongside Brand & Content to ensure the customer experience remains consistent with the wider brand.

Loyalty & Customer Value

• Lead the strategy and ongoing performance of Garden Rewards, with the objective of evolving it from a primarily promotional tool into a meaningful loyalty and membership proposition.
• Develop and enhance the benefits available through Garden Rewards, including early access, product previews, relevant seasonal content, selected offers, partner benefits and recognition for higher-value customers.
• Establish and deliver strategies designed to increase repeat purchasing, improve retention and bring lapsed customers back into the customer base.
• Place particular emphasis on improving the transition from a customer's first purchase to their second purchase.
• Take ownership of CRM-generated revenue and revenue attributed to lifecycle automation, ensuring activity is assessed on its commercial contribution rather than solely on opens, clicks or send volumes.
• Lead the analysis and development of customer lifetime value, incorporating acquisition economics and insight from E-commerce around conversion and average order value.

Customer Insight & Reporting

• Analyse customer cohorts, behaviour and sentiment to identify useful trends and opportunities.
• Share relevant customer insight with E-commerce, Acquisition, Brand & Content and wider consumer planning teams to support broader commercial decision-making.
• Manage browse and basket abandonment communications, while working with E-commerce to identify and address the underlying onsite issues that may be contributing to abandonment.
• Partner with E-commerce on lifecycle cross-selling, product recommendations and customer behaviour, maintaining a clear distinction between onsite recommendations and personalised CRM communications.
• Produce clear weekly reporting covering retention, repeat purchasing and lifecycle performance, contributing to the wider consolidated consumer digital trading view.

Data & CRM Governance

• Take responsibility for CRM data quality, customer preferences and consent management.
• Work with technical and digital teams where necessary to maintain effective CRM data processes and ensure customer information can be used appropriately and effectively.

What We're Looking For

We're looking for someone with strong practical experience across CRM, email, lifecycle or retention marketing, ideally gained within a consumer-facing or e-commerce environment.

You should be able to demonstrate:

• Hands-on experience developing, implementing and optimising automated customer journeys.
• Strong knowledge of customer segmentation, retention, repeat purchasing and customer lifetime value.
• The ability to use customer, cohort and behavioural data to inform decisions and improve performance.
• Experience working with CRM platforms, email automation systems, customer data platforms or comparable technologies.
• A commercially minded approach, with the ability to connect CRM activity to revenue, customer value and margin rather than relying solely on engagement measures.
• Strong analytical capability and confidence interpreting customer and behavioural data.
• A structured approach to testing, learning and continual optimisation.
• A good practical understanding of CRM data quality, customer preferences and consent requirements.
• Experience creating or developing loyalty, rewards or membership propositions would be beneficial.
• The ability to work collaboratively across multiple functions, particularly E-commerce, Acquisition, Brand & Content and Outreach & Partnerships.

Sector Experience:

Experience working within a premium consumer, garden, home, lifestyle or another considered-purchase environment would be advantageous, although relevant CRM and lifecycle experience from another consumer or e-commerce setting will also be considered.