Head of CRM - Premium Supplements Brand

Up World; Brighton; On-site; GBP 90,000 - 100,000; Full time

Job summary

Up World in East Sussex near Brighton is seeking a CRM Director to own the CRM strategy for a subscription-driven wellbeing brand. You’ll manage a database of roughly 700k customers and shape journeys for prospects, customers, and subscribers, focusing on LTV, upsell and retention.

You will lead a five-person team across UK, US and Europe, design future structure, mentor staff, and work with the customer experience lead to align tech stack and operations.

Qualifications

• Experience leading CRM at a growth-stage brand.
• Proven ability to scale processes and teams.
• Experience with loyalty and subscription programs is a plus.

Responsibilities

• Define CRM strategy for a database of ~700k customers.
• Lead a five-person team across UK, US and Europe.
• Collaborate with the customer experience lead on tech and ops.
• Provide visibility to founder and board through the CDO.

Skills

CRM leadership

Data-driven mindset

Team management

Email marketing

Tools

CRM software

Job description

East Sussex (near Brighton), 4 days a week in the office
£90,000 to £100,000

Retention drives 80 to 90% of UK revenue at this brand-first wellness business, and the UK is its biggest market. The job is to own the channel that pays for everything else.

The business is in high growth and expanding fast in the US. It's past the scrappy startup stage but not yet corporate, and the systems are still being built while the expectations are already big‑business. You'll report into the Chief Digital Officer, with real visibility at founder and board level, and the room to run CRM your way.

What you'll own

You'll set CRM strategy across a database of roughly 700k. Most revenue comes from subscription, so this isn't a "send more emails" job. The work is knowing how to treat prospects, customers and subscribers differently, how to move people between those groups, and when to leave subscribers alone. Upsell, cross-sell and lifetime value sit at the heart of it.

You'll lead a team of five (a senior manager and four execs across the UK, US and Europe). You'll also design what the team looks like next: where to split UK and international, flows and campaigns, and where to add headcount. Building people's careers, through mentoring, succession planning and clear growth paths, is as big a part of the role as the numbers.

You'll work closely with the customer experience lead, who owns the tech stack and subscription operations.

Who you are

• You've led CRM at a brand-first business. Beauty, skincare, fashion, wellness or jewellery would be great, but what matters is that you know how to make emails beautiful and take people on a journey, and you back it up with data.

• You've been through a real growth phase at a scale-up, and you know what structure, process and team design look like when a business is growing up fast.

• You've ideally led a loyalty programme. Subscription experience is a bonus, not a must, but you understand why LTV matters more when customers subscribe.

• You have presence. You can walk into a room with senior leaders, hold your view and argue it well.

• You lead with kindness. You're strong, but you're a mentor, not a dictator, and you collaborate well across teams.

• You're resilient. It's fast and high-pressure, and you'll thrive on that rather than just survive it.

Why it's worth it

You'll have full ownership of a channel that drives most of the business's revenue, and a direct line to the C-suite. The business is expanding internationally, and the leadership team expects its heads of to become directors. There's budget behind it too.

Good to know

The office is in East Sussex and the role is 4 days a week on site. Please think honestly about the commute (in February, not September) before applying. If you're in Brighton or Sussex, it's an easy one.