CRM Manager

Purpose Driven Foods | B Corp™; Greater London; Hybrid; GBP 45,000 - 55,000; Full time

Benefits offered by this job

EMI share options

Private healthcare

Pension

Office four days a week, one day from

Friday 3pm finish

Duvet days 3x per year

Job summary

Purpose Driven Foods in London is hiring its first dedicated CRM & Retention Manager to own the channel end-to-end. You’ll define the CRM strategy, set priorities with the Growth Lead, and build it hands-on in Klaviyo across multiple brands.

Expect 2–3 campaigns per brand weekly, flows, SMS and weekly reporting as you grow a portfolio of brands. You’ll shape retention, repeat purchase and customer lifetime value as the business scales.

Qualifications

• Own CRM and retention or lifecycle marketing with clear channel ownership.
• Hands-on Klaviyo experience with flows, segmentation, testing and reporting.
• Experience with subscriptions (Skio or Recharge) and world-class retention vision.
• Strong capability with CLV, AOV, churn and cohort retention data.
• Excellent copy instincts and multi-brand calendar management.

Responsibilities

• Build the CRM engine: metrics, testing, and brand-to-brand customer movement roadmap.
• Create flows, segmentation, and campaigns across the portfolio in Klaviyo.
• Develop subscription retention (Skio/Recharge) and loyalty initiatives.
• Drive retention as a growth channel and improve CRM-driven revenue.

Skills

Klaviyo

Lifecycle marketing

Email campaigns

Data analytics

Subscription growth

Tools

Klaviyo

Skio

Recharge

Job description

£45,000-£55,000 (depending on experience) + EMI equity options · Angel, London · 4 days office / 1 day home

We’re Purpose Driven Foods, a founder-led food business on a mission to improve the metabolic health of the world. We make absolutely delicious food without the added sugar and seed oils - brands like GOOD PHATS and fu:di - and we're about to get a lot bigger: we have a pipeline of new brands launching over the next couple of years, with serious investment behind them.

We're hiring our first dedicated CRM & Retention Manager, and the brief is simple to say and hard to do: own the channel. Strategy and execution, end to end.

The Role

CRM and retention are yours: you set the CRM strategy, agree priorities with our Growth Lead, and then you build it. If you want to shape the thinking AND be the person in Klaviyo making it real, that's exactly the shape of this job. If you're looking to run ecommerce, paid or a broad growth remit, this isn't that role - it's deep, not wide.

You’ll work across an expanding portfolio of brands, building the customer journeys, automations and retention strategies that turn a growing customer base into a highly engaged community.

It’s a proper production role too: expect 2-3 campaigns per brand per week across the portfolio, plus the flows, SMS and weekly reporting that go with building a channel from scratch. Our new brands live online first, so keeping customers and growing them across the portfolio is crucial for our success. As the business grows, so does the opportunity to make your mark.

What You'll Be Doing

• Build the CRM engine: decide which metrics matter, what to test, how customers move between brands, and what the roadmap is – agreed with the Growth Lead, driven by you.
• The build: flows, segmentation, campaigns and emails across the portfolio, hands‑on in Klaviyo - welcome, post‑purchase, replenishment, cross‑brand upsell, win‑back.
• Make subscriptions stick: get deep into Skio and make subscriptions world class. Help develop loyalty and referral programmes that encourage customers to keep coming back.
• Make retention a growth channel: develop initiatives that increase repeat purchase, customer lifetime value and CRM‑attributed revenue.
• Testing absolutely everything: from messaging and offers to timing, journeys and customer behaviour. Find out what works, improve what doesn’t and keep pushing performance.

Who You Are

Someone who has owned CRM before - not just contributed to it. You've run the channel, set its strategy, carried its numbers, and you can talk about repeat rates, cohort LTV and churn from lived experience rather than a dashboard tour. You still love the doing: building the flow yourself, writing the segment logic, QA‑ing the email before it goes out.

You'll Bring

• Solid experience owning CRM, retention or lifecycle marketing in DTC or consumer brands, with clear evidence of channel ownership, not just channel participation.
• Deep, hands‑on Klaviyo - essential. Flows, segmentation, testing and reporting you built yourself.
• Subscription experience - Skio, Recharge or similar - and opinions about what world‑class subscriber retention looks like.
• Fluency in the numbers: CLV, AOV, churn, cohort retention - and a track record of turning them into action.
• Strong copy instincts and the organisation to run multiple brands' calendars at once.

The Package

• EMI share options
• Private healthcare and pension
• An amazing Angel office four days a week, one day from home - and we finish at 3pm on Fridays
• 3x "duvet days" per year
• A food-obsessed team: our founder is a chef, we have an in-house NPD kitchen, a chef in the office twice a week, and products you'll actually want to take home