Head of Customer Marketing / CRM

The Curious Drinker; Greater London; Hybrid; GBP 90,000 - 130,000; Full time

Benefits offered by this job

Hybrid working

Flexible hours

25 days holiday

Product tastings

Monthly box

Staff discount

Career progression

Dynamic environment

Social events

Job summary

The Curious Drinker is seeking a Head Of Customer Marketing / CRM to lead loyalty, onboarding journeys, and revenue growth across email and SMS. You will oversee the Customer Marketing function, drive retention, and improve monetisation while guiding a small team and collaborating with key stakeholders.

Reporting into the CSMO, you will shape strategy, own campaigns, and deliver a practical roadmap. Hybrid working is offered with in-office days at London Bridge and flexible hours in a growing,

Qualifications

• Real player-manager with hands-on implementation
• Adept at digging into data and solving problems
• Proven ability to develop and grow a small team
• Comfortable shaping new setups from scratch
• Capable of handling uncertainty and complexity with practical solutions
• Keen to progress in a growing business with a collaborative culture
• Enjoys a fun, open environment with a diverse team and strong values

Responsibilities

• Audit current data systems and benchmark performance
• Define strategy and actionable roadmap with timelines
• Coordinate with sister teams to align production plans
• Lead hands-on marketing activity and campaigns
• Own proactive and reactive customer journeys across channels
• Monitor KPIs and optimize email/SMS performance
• Lead, coach and mentor the Customer Marketing team
• Collaborate with stakeholders across the business to drive results
• Navigate a hybrid working pattern (London Bridge office 1–2 days)
• Support flexible working hours and promote team wellbeing
• Facilitate product tastings and industry events
• Foster career progression within a dynamic environment
• Organize regular social and team-building activities

Skills

Team leadership

Data analysis

Campaign management

Stakeholder management

Strategic planning

Job description

The Curious Drinker is one of the UK’s leading premium alcohol retailers. Our mission is to get amazing impossible-to-find drinks into the glasses of discerning drinkers, whilst supporting the growth of artisan producers across the world.

Until recently, we were known as Craft Gin Club, but rebranded to truly reflect what we bring to customers.

Our award-winning in-house team of experts curates and manages the whole process – and whilst we are principally known for our subscription service delivering incredible experiences to our customers every month, we also have a growing ecommerce store, which offers not only the products we source, but exclusive lines made by our own distillers and manufacturers.

With tens of thousands of customers, we have featured on the BBC, GQ and The Telegraph, and have been heralded as one of the most successful ever investments on Dragon’s Den!

As consumers tastes evolve and the hospitality sector changes, we are expanding our offering and readying ourselves for a new period of growth – moving beyond gin into other spirits, and giving consumers more choice and more opportunity to have truly great experiences.

The Head Of Customer Marketing / CRM is a key role to help achieve this.

THE TEAM

This role sits within the Sales & Marketing department, and will work closely with Acquisition, Brand, Website, Commerce, Tech, Customer Service, and of course our Product team.

Sales & Marketing is a core driver for moving our business forwards, and is responsible for a range of requirements across the business – improving our brand, forming new incentives, expanding and refining our offering, designing content, producing magazines, running adverts, acquiring new customers and nurturing our database of customers.

We already have teams in place looking after Brand, Acquisition, Website and Commerce, and are now investing in our Customer Marketing team. This team will be responsible for marketing to our databases, with two key goals : to improve our subscriber retention rates; and to drive up monetisation through cross-sell, re-sell and up-sell.

THE PERSON

In a nutshell, the Head Of Customer Marketing will be our loyalty champion, responsible for giving customers the best possible user journeys as they onboard, getting them what they need once signed up, all to drive up our commercial performance.

Reporting into the CSMO, this role will be a key leader within the Sales & Marketing team, helping guide the overall department with specific authority and accountability for the Customer Marketing function within it.

This is an ideal role for someone who:

• Is a real player-manager – willing to get involved from an implementational perspective, bringing an energy to what they do
• Enjoys digging into data, problem-solving and finding opportunities
• Loves developing a small team and leading them to deliver great work
• Gets excited about shaping things from scratch
• Can manage uncertainty and complexity, and form and deliver solutions
• Wants to progress their career within a close-knit team and growing business environment
• Likes a fun, open working environment where they can be themselves and loves a diverse caring community
• Wants to dedicate themselves to delivering excellent work and seeing the results of their endeavours

The person who fills this position will shape much of what needs to be done, but as a first view we envisage:

• Audit – reviewing everything we currently have set up across the current data systems we use and benchmarking current performance
• Strategy – identifying the direction we need to head in, and giving a clear actionable roadmap of what we need to do and when
• Planning – getting colleagues and sister teams lined up with a strong degree of project management to start a production plan
• Delivery – hands-on approach with the team, actively producing and launching activity
• Campaign management – owning proactive campaigns, reactive campaigns, and journey management of our various customer types
• Analysis – monitoring performance and tracking KPIs across email and SMS (and beyond as our offering changes) ensuring targets are met
• Team leadership – leading, directing, coaching and mentoring a Customer Marketing team
• Stakeholder management – working closely with teams around the business, ensuring a collaborative approach to driving results
• Hybrid working – 1 or 2 days in our London Bridge office, the rest remote
• Flexible working hours
• 25 days holiday rising with length of service
• Regular product tastings
• A free monthly box and generous staff discount on our online store
• Opportunity to take part in regular product tastings and attend industry events
• Real career progression opportunities, with the chance to grow as we do
• Dynamic working environment
• Regular social events