Head of CRM

The Growth Foundation; London; Hybrid; GBP 70,000 - 100,000; Full time

Job summary

The Growth Foundation is seeking a Head of CRM for their London office. This pivotal role focuses on driving customer loyalty and engagement through innovative CRM strategies. Candidates should have extensive experience in D2C e-commerce and a proven track record in leading data-driven CRM initiatives. The position offers a hybrid work environment with competitive salary and benefits.

Qualifications

• 10+ years’ experience in CRM or customer lifecycle marketing in D2C e-commerce or retail.
• Experience scaling data-driven CRM programs with significant improvements in retention.
• Strong hands-on experience with CRM platforms and customer data platforms.

Responsibilities

• Define and deliver the long-term CRM vision aligned with company objectives.
• Manage and optimize lifecycle journeys to increase revenue and customer lifetime value.
• Lead, inspire, and grow the CRM team while fostering a high-performance culture.

Skills

CRM expertise

Analytical skills

Leadership

Stakeholder management

Project management

Tools

Klaviyo

Salesforce

Braze

Job description

About the Oner Active

Nothing is clearer to us than the belief that every woman should include strength training in her life to enhance both physical and mental well-being. It's about building strong bodies and even stronger minds, asserting their right to take up space in the gym, and allowing the spotlight to shine bright on their progress.

To us, strength training represents a determined, goal-oriented mindset and an unwavering work ethic. We don't wait for success; we create it through hard work and determination. When faced with challenges, we don't back down; instead, we break through barriers, recognising that true progress lies on the other side.

These are the pillars that form the foundation of Oner Active. We consistently challenge ourselves to create innovative and impactful products, so that you can perform better. With our range of products and innovative approach, we provide a wide variety of colours to ensure that all skin tones genuinely radiate in Oner.

We are on a mission to unite and empower women to be the strongest version of themselves through strength training. We want to inspire women to take centre stage in the gym by promoting strength training, which underpins all movement and sport, as a healthy foundation in life.

About the team

The CRM Team at Oner Active sits at the heart of our customer engagement strategy. We are a passionate, data-driven group dedicated to creating personalised, impactful customer experiences that drive loyalty and long-term growth. From optimising lifecycle journeys and boosting retention, to innovating across email, SMS, and emerging channels, our team is united by a commitment to understanding and delighting our community. We work collaboratively across the business, thrive on curiosity, and embrace a culture of testing, learning, and adapting quickly. This role is perfect for a leader who thrives in a fast-paced, entrepreneurial environment and is excited to shape the future of customer relationships for a purpose-led brand.

About the role

We are seeking a Head of CRM to own the vision, strategy, and delivery of Oner Active’s customer relationship and loyalty initiatives. You will play a pivotal role in building deeper, longer-lasting connections with our global community, driving measurable revenue impact while elevating the brand experience. As a leader, you’ll oversee the development and execution of innovative, data-driven CRM and loyalty strategies that increase customer lifetime value, repeat purchase rates, and engagement, aligning with the brand’s ambitious growth objectives.

This is a hybrid role with 3 days in the office based in Old St London.

Responsibilities will include...

Strategic Leadership

• Define and deliver the long-term CRM vision, ensuring alignment with company-wide objectives.

• Set measurable goals for customer retention, engagement, and lifetime value, reporting progress to senior leadership.

Revenue Growth via CRM

• Drive incremental revenue by optimising lifecycle journeys, increasing repeat purchase rates, and boosting average order value.

• Monitor, analyse, and report on CRM-driven revenue performance, ensuring commercial impact.

Loyalty Programme Ownership

• Manage the loyalty programme to strengthen customer relationships and encourage repeat orders.

• Continuously refine programme mechanics using customer feedback, analytics, and market trends.

Campaign & Journey Management

• Oversee the delivery of multi-channel CRM campaigns (email, SMS and WhatsApp), with a focus on personalisation and automation.

• Implement advanced segmentation and predictive targeting to reach the right customers at the right time.

Data & Insights

• Leverage CRM platforms and analytics tools to measure campaign effectiveness, track customer behaviour, and predict trends.

• Define KPIs and build reporting to track CRM, loyalty, and CLTV.

• Turn insights into actionable strategies to optimise customer journeys and programme performance.

• Work closely with the data team to build CRM dashboards and conduct quarterly RFM analysis, ensuring actionable insights are shared with stakeholders.

Cross-Functional Collaboration

• Partner with marketing, product, creative, and CX teams to deliver a consistent, high-impact customer experience.

• Align CRM and loyalty initiatives with product launches, brand activations, and promotional campaigns.

Team Leadership & Development

• Lead, inspire, and grow the CRM team, mentoring direct reports and fostering a high-performance, innovation-driven culture.

• Ensure clear performance metrics, constructive feedback, and professional development opportunities.

Budget & Vendor Management

• Own the CRM and loyalty budgets, maximising ROI and ensuring efficient resource allocation.

• Manage relationships with technology partners, negotiating to secure the best tools and services.

About You

• 10+ years’ experience in CRM / customer lifecycle marketing, in D2C e-commerce or retail brand.

• Success scaling data-driven CRM programmes that significantly improve retention and lifetime value (LTV).

• Proven leadership of loyalty and membership programmes with clear, measurable commercial impact.

• CRM expertise across DTC, e-commerce, and retail channels, with a deep understanding of customer behaviour and purchase drivers.

• Hands-on experience with CRM platforms (e.g., Klaviyo, Salesforce, Braze) and customer data platforms.

• Strong analytical skills and ability to translate data into strategic actions.

• Skilled in campaign automation, dynamic segmentation, and personalisation across multiple touchpoints.

• A strong, inspiring leader with a track record of building, mentoring, and motivating high-performing teams.

• Strong stakeholder management skills with the ability to influence at all levels.

• Excellent organisational and project management abilities.

• Commercially astute, with a track record of delivering high ROI from CRM initiatives.

We would love to respond to every application however due to the volume of applications we receive this isn't always possible. If you have not heard within 2 weeks of applying, please assume on this occasion that your application has not been shortlisted. We may retain your CV to contact you about future employment opportunities that are being managed by The Growth Foundation Talent.

The Growth Foundation Talent is deeply committed to building a diverse & inclusive workplace and welcomes applications from all sections of the community.