CRM & Retention Lead

SURI; Greater London; On-site; GBP 60,000 - 90,000; Full time

Benefits offered by this job

Hybrid working - up to 2 days WFH

Bupa Healthcare and Dental Packages

Income Protection and Life Assurance

1x Charity Day per year

4x Work from Anywhere weeks

£1000 personal development budget

Job summary

SURI in London is seeking a CRM & Retention Lead to own our CRM strategy, email performance marketing, and retention initiatives. You will drive messaging, segmentation, and automated flows to improve LTV and repeat revenue across email, SMS, and other channels.

You will collaborate with Growth, Product, Operations, Brand and Creative teams to build a best-in-class retention engine and a scalable lifecycle program, reporting into the Director of Growth.

Qualifications

• Proven track record in DTC retention marketing with measurable revenue growth.
• Deep expertise in email marketing, lifecycle automation and CRM.
• Experience managing subscriptions and consumable product retention in ecommerce.
• Strong analytical mindset and data-driven decision making.

Responsibilities

• Own email marketing for SURI, crafting messaging and creatives for campaigns.
• Own segmentation strategy to maximize engagement and revenue.
• Develop, optimize and test automated email flows (welcome, replenishment, churn).
• Drive retention engine and subscription growth across channels.

Skills

Email marketing

Lifecycle automation

CRM systems

Data-driven decisions

Segmentation

A/B testing

Tools

Klaviyo

Shopify

Subscription platforms

Job description

Hello, we’re SURI. We're on a mission to radically transform oral care with beautiful everyday essentials designed for life. Championing high performance and future-focussed design, our award-winning sonic toothbrush transforms an uninspiring chore into an enjoyable daily ritual.

We seek to continually push the boundaries of what is possible and invite honest conversation on our collective journey. Since launching our sonic toothbrush in 2022, we’ve delighted over 500k customers across the UK, Europe and US. In doing so, SURI has risen to become the highest-rated electric toothbrush on Trustpilot, while achieving B-Corp certification and securing listings in major US and UK retailers. As well as garnering widespread media attention, SURI has also picked up numerous prestigious industry awards including The Grocer Startup of the Year, Red Dot Design Award, and the Marie Claire Sustainability Award.

The Role

We’re looking for a CRM & Retention Lead to take ownership of our CRM, email performance marketing, and retention strategies. You\'ll be responsible both for a significant part of SURI’s acquisition marketing as well as fully owning retention marketing and the LTV strategy.

This is a high-impact role where you\'ll be responsible for optimizing email flows, launching high-converting sales campaigns, converting leads into customers, improving LTV through segmentation, automation, and strategic offers, and working with our Digital Product team to improve conversion rate and AOV in key user journeys. Reporting into the Director of Growth, you\'ll work closely with our Growth, Product, Operations, Brand and Creative teams to build a best-in-class CRM strategy and retention engine that keeps our customers engaged and coming back for more.

What You\'ll Do

• Own email marketing for SURI, crafting winning messaging strategies and engaging creatives for big campaigns, product launches, and other marketing moments.
• Work closely with the brand team to bring the monthly messaging calendar to life for our customers and prospects.
• Own segmentation strategy, planning who receives what, and when, to maximise engagement and revenue.
• Develop, optimize, and A/B test automated email flows (welcome series, replenishment, churn prevention, post-purchase, etc.) to maximize conversion and LTV.
• Own and scale SURI’s retention engine, driving repeat revenue from our consumable products (heads and toothpaste) via email, SMS, CRM, CRO and offline channels.
• Own subscription growth by reducing churn, increasing upsell opportunities, and enhancing the customer experience.
• Work with our digital product team to build best in class site flows that unlock retention and repeat revenue opportunities.
• Own reporting and analytics, tracking key CRM and retention KPIs and implementing data-driven improvements.
• Stay on top of industry trends and best practices in DTC retention marketing, bringing fresh ideas to the table.

• Proven track record in DTC retention marketing, with a history of driving real, measurable repeat revenue growth at a fast-moving startup.

• Deep expertise in email marketing, lifecycle automation, and CRM- you know what makes customers come back.
• Experience managing subscriptions and consumable product retention in an eCommerce environment.
• Strong analytical mindset- you make decisions based on data, not guesses.
• Hands-on experience with email platforms and CRM tools (Klaviyo strongly preferred), as well as integration with Shopify and subscription platforms.
• Creative and strategic thinker - can know how to create winning emails, and can think big picture about driving improvements over the long term.
• A builder - you thrive in a fast-paced environment, move quickly, and get things done. You build processes and structure around you.

• 25 days annual leave, plus bank holidays and an additional day for your birthday

• Flexible working hours
• Hybrid working - up to 2 days working from home each week
• Bupa Healthcare and Dental Packages
• Income Protection and Life Assurance
• 1x Charity Day per year
• Central London offices- based in Bank; a stone’s throw from Leadenhall Market
• 4x “Work from Anywhere” weeks, with no requirement to be in the office those weeks
• Access to our Employee Assistance Programme, which grants free therapy and coaching sessions to all staff
• Monthly social events, organised by different team members
• 5x free toothbrushes every year
• £1000 personal development budget each year, per employee
• Fantastic career opportunities; with the chance to grow as SURI does
• Summer Fridays; 2pm finish across Fridays in July and August
• Fresh fruit and snack orders every week
• Cycle to Work scheme, and Electric Bike Cycle to Work scheme
• Regular product swaps with other fantastic companies

At SURI, we value diversity and welcome applicants from all backgrounds. We look for team members who will positively contribute to our dynamic, passionate culture and believe that an inclusive and diverse work environment is one in which we all thrive.

Please let us know if you require any reasonable adjustments to be made for the recruitment process.