Customer Lifecycle Manager

MandM Direct Limited; Hereford; Hybrid; GBP 70,000 - 90,000; Full time

Benefits offered by this job

Competitive salary

2 days paid volunteering

Career growth

Staff discounts

Company pension

5 weeks holiday (+ option to buy extra

Birthday day off

Free parking

Health & wellbeing programme

Job summary

MandM Direct Limited seeks a Customer Lifecycle Manager to own automated journeys across web, app, and direct communications. You will drive lifecycle strategy, partner with the engagement team and lead a technical transition in-house, while mentoring the CX & Communications team.

The role is hybrid (3 days onsite) at Hereford, offering ownership of campaigns, A/B testing, and analysis to grow repeat purchases and CLTV.

Qualifications

• Proven experience in lifecycle marketing, CRM or marketing automation within e-commerce or digital retail.
• Strong hands-on technical expertise with enterprise campaign automation platforms (Bloomreach, Braze, SFMC).
• Extensive experience designing automated journeys and triggered flows (e.g., abandoned basket communications).
• Line management experience with a commitment to coaching and developing teams.
• Strong analytical skills to interpret lifecycle metrics and run A/B tests.

Responsibilities

• Lead lifecycle strategy and journey orchestration across web, app, email and push.
• Design, test and refine end-to-end lifecycle journeys to maximize CLTV.
• Ensure continuity between onsite personalization and offsite automated messaging.

Skills

Lifecycle marketing

CRM

Marketing automation

Data analysis

Campaign optimization

Tools

Bloomreach

Braze

Salesforce Marketing Cloud

Job description

About The Role

Customer Lifecycle Manager

Hereford, England, United Kingdom

Type: Permanent, Full time

Working Pattern: Hybrid (3 days a week onsite)

The Opportunity

As MandM continues to evolve our digital customer experience, we are introducing an exciting, brand-new role with the freedom to make it entirely your own. We are looking for a Customer Lifecycle Manager to lead our automated customer journeys across digital storefronts and direct communications. If you are passionate about CRM automation, driving change, and turning insight into growth, this is an opportunity to make a significant impact.

Who Are we?

MandM is one of the biggest employers in Herefordshire and one of Europe’s leading online, off-price retailers, selling branded Fashion, Sport & Outdoor products for Men, Women and Children.

We offer our customers fantastic value by partnering with companies who we have built long term relationships with, enabling us to offer our customers big household names and up-and-coming brands, giving fantastic value all year round.

We are located in the heart of Hereford City Centre in our brand new, state of the art office. The modern, stylish workspace was designed to encourage collaborative working, teamwork and creativity - everything that MandM is all about.

As our business continues to grow we are recruiting for a talented Customer Life Cycle Manager to join our growing team. Why not come be a part of our journey to success and take advantage of all MandM can offer you!

More than a role

• Competitive Salary: Your talent deserves recognition
• Giving Back: 2 days paid volunteering to support a cause you care about
• Career Growth: Opportunity to grow
• Staff Discounts: Stay stylish with our exclusive discounts.
• Company Pension: Secure your financial future.
• Generous Holiday Allowance: Enjoy 5 weeks of well-deserved breaks. You even have the option to buy an extra week
• Birthday Delight: Take your special day off to celebrate YOU
• Free Parking
• Health & Wellbeing programme; we’ll look after you

The Role Scope

As the Customer Lifecycle Manager (CLM) reporting into the Senior Content and Communications Manager, you are the operational lead and technical champion for MandM’s automated customer journeys across both digital storefronts (Web and App) and direct communications (Email and Push). You will lead the execution of triggered campaigns and oversee the technical transition of capabilities from our external agency partner into an empowered internal team.

Role key responsibilities

Customer Lifecycle Strategy & Journey Orchestration

• Partner closely with the Customer Engagement team to turn journey blueprints into automated campaigns across web, app, email, and push.
• Design, test, and refine end-to-end lifecycle journeys—including onboarding, activation, retention, habit creation, and win-back—to maximize Customer Lifetime Value (CLTV).
• Ensure seamless continuity between onsite personalisation (tailored banners, dynamic messaging, pop-ups) and offsite automated messaging.

Automation Platforms & Triggered Journeys

• Act as the internal technical lead and platform expert for Bloomreach across all automated lifecycle channels.
• Build Next Best Action capabilities using dynamic segmentation, purchase history, and behavioural triggers, including abandoned cart and browse campaigns.
• Lead the technical transition of platform capabilities, scenarios, and templates from our external agency partner into an in‑house function.

Analytics, Testing & Team Leadership

• Establish and drive a structured A/B test‑and‑learn framework across message copy, send timing, channel selection, and dynamic content.
• Own lifecycle performance reporting, translating data into actionable insights focused on repeat purchase frequency, retention, and CLTV.
• Provide direct line management, day‑to‑day coaching, and career development for the Senior CX & Communications Executive, upskilling the wider team along the way.

About You

What we’re looking for

• Proven experience in lifecycle marketing, CRM, or marketing automation within e‑commerce or digital retail.
• Strong hands‑on technical expertise with enterprise campaign automation platforms (specifically Bloomreach, or equivalent such as Braze or Salesforce Marketing Cloud).
• Extensive experience designing automated journeys and triggered flows (e.g., abandoned basket/cart communications).
• Line management experience with a strong commitment to coaching, upskilling, and developing internal teams.
• Strong analytical skills with the ability to interpret lifecycle metrics, conduct A/B testing, and demonstrate a clear impact on Customer Lifetime Value (CLTV).
• High attention to detail, strong organisational skills, and a practical approach to campaign execution and QA.

Why Join MandM?

• Real ownership & impact: Take the reins on our lifecycle campaigns with the autonomy to refine existing processes, test new ideas, and elevate how we connect with our customers.
• Meaningful Mentorship: Coaching is a major part of this role; you will have a real opportunity to upskill your direct report and empower the wider team.

About Us

Our Values

At MandM, our employees are driven by a shared commitment to excellence and making a real impact in the industry. We pride ourselves on upholding these core values in everything we do.

The people

• Integrity
• Teamwork
• Accountability
• Entrepreneurial approach