Senior CRM Executive: Lifecycle & Loyalty Growth

Heroes Group; Greater London; Hybrid; GBP 55,000 - 75,000; Full time

Job summary

Tutti Bambini, part of Heroes Group, seeks a Senior CRM Executive to drive customer retention and loyalty across the parenting journey. You will shape personalized communications and lifecycle programs using customer data and automation.

Working with Ecommerce, Brand, Performance Marketing and Customer Service, you will build a best-in-class CRM programme that strengthens relationships and contributes to revenue growth. The role is based in London with a hybrid office pattern.

Qualifications

• 5+ years' experience in CRM, retention, lifecycle marketing, or customer marketing.
• Proven ability to drive retention and LTV via CRM programmes.
• Hands-on email, SMS, loyalty, segmentation, automation, and journeys.
• Experience with Klaviyo, Salesforce Marketing Cloud, Braze, or HubSpot.
• Strong data-driven decision making and analytical skills.
• Excellent stakeholder management and project skills.

Responsibilities

• Develop and own the customer retention strategy across all lifecycle stages.
• Identify opportunities to increase repeat purchase, customer engagement and lifetime value.
• Create retention initiatives aligned to key customer milestones and parenting journeys.
• Own the CRM calendar and customer communication plan.
• Manage all email and SMS marketing activity.
• Develop automated customer journeys including welcome, nurture, post-purchase, replenishment, review, win-back and loyalty programmes.
• Ensure communications are personalised, relevant and commercially effective.
• Develop customer segmentation strategies based on behaviour, purchase history, lifecycle stage and engagement.
• Create personalised customer experiences that improve conversion and retention.
• Continuously test and optimise messaging, content and targeting.
• Analyse customer behaviour and lifecycle performance.
• Generate actionable insights to improve retention and customer value.
• Build reporting dashboards and performance tracking frameworks.
• Work closely with Ecommerce and Performance Marketing teams to identify growth opportunities.
• Deliver revenue growth through CRM channels.
• Improve customer lifetime value, repeat purchase rate and customer engagement metrics.
• Optimise campaign performance through testing and continuous improvement.Manage CRM budgets and platform performance.
• Partner with Ecommerce, Brand, Creative and Customer Service teams to deliver a consistent customer experience.
• Support product launches, seasonal campaigns and promotional activity.
• Ensure CRM activity aligns with wider commercial and brand objectives.
• Increase CRM-attributed revenue contribution.
• Increase customer lifetime value (LTV).
• Increase repeat purchase rate.
• Increase average order value from returning customers.
• Reduce customer churn.
• Increase active customer database size.
• Improve email engagement metrics including open rates, click-through rates and conversion rates.
• Increase SMS subscriber growth and engagement.
• Improve customer review generation and advocacy.
• Deliver automated lifecycle programmes across all key customer journeys.
• Improve post-purchase engagement and customer satisfaction
• Develop highly personalised communications based on customer lifecycle stage.
• Establish clear customer segmentation frameworks.
• Deliver regular customer insight reporting to support business decision-making.
• Use testing and analysis to continuously improve CRM performance.
• Build strong collaboration between CRM, Ecommerce, Brand and Customer Service teams.
• Ensure CRM activity supports wider business objectives and commercial priorities.

Skills

CRM

Retention

Lifecycle marketing

Email marketing

Data analysis

Tools

Klaviyo

Salesforce Marketing Cloud

Braze

HubSpot

Job description

Tutti Bambini, part of Heroes Group, seeks a Senior CRM Executive to drive customer retention and loyalty across the parenting journey. You will shape personalized communications and lifecycle programs using customer data and automation.

Working with Ecommerce, Brand, Performance Marketing and Customer Service, you will build a best-in-class CRM programme that strengthens relationships and contributes to revenue growth. The role is based in London with a hybrid office pattern.