Senior CRM Growth Lead — Email & SMS (DTC)

Heroes Group; Greater London; Remote; GBP 60,000 - 85,000; Full time

Job summary

Snuggle Me Organic is seeking a hands-on, commercially driven CRM leader to own email and SMS strategy across the US and beyond. You will assess current activity, identify gaps and unlock CRM as a meaningful growth channel.

You’ll build a commercially ambitious CRM programme for Black Friday and shape the Three Rs framework—Revenue, Retention, Relationships—driving repeat purchases, LTV and advocacy. Collaborate with Brand, Creative, Ecomm and Product to turn customer insight into product ideas

Qualifications

• Strong hands on experience in CRM, lifecycle or retention marketing.
• Strong Klaviyo experience, with SMS experience a bonus.
• Commercially minded and comfortable owning revenue targets.
• Strong understanding of segmentation, personalisation and automated journeys.
• Analytical and confident using data to make decisions.
• Able to balance short term revenue with long term customer value.
• Highly collaborative, proactive and comfortable working independently.

Responsibilities

• Own and develop the CRM and retention strategy across email and SMS.
• Build the roadmap to grow CRM to 10%+ of DTC revenue.
• Drive repeat purchase, retention, reactivation and customer lifetime value.
• Identify opportunities to increase customer value as our product portfolio grows.
• Own the CRM calendar and customer communications plan.
• Build and optimise lifecycle journeys in Klaviyo, including welcome, post purchase, cross sell, replenishment, review and winback.
• Develop relevant, timely and personalised communications.
• Test messaging, creative, offers, segmentation, timing and journeys to continually improve performance.
• Lead the CRM contribution to Designed by You, Made by Us.
• Use surveys, customer feedback, focus groups and CRM data to deepen our understanding of customers.
• Turn customer insight into recommendations for Brand, Creative, Product and NPD.
• Help ensure the customer voice influences what we make and how we communicate.
• Work closely with Brand, Creative, Ecomm, Performance and Product teams.
• Develop CRM strategies for product launches and key trading moments.
• Support advocacy through reviews, testimonials, customer stories and community.
• Help develop our CRM approach as Snuggle Me expands internationally.
• Analyse customer, campaign and lifecycle performance.
• Own CRM reporting and measurement.
• Track revenue contribution, repeat purchase, retention, LTV, engagement and reactivation.
• Demonstrate incremental value and use insight to continually improve performance.

Skills

CRM marketing

Lifecycle marketing

Klaviyo

SMS marketing

Data analysis

Segmentation

Personalisation

Revenue targets

Cross-functional collaboration

Tools

Klaviyo

Job description

Snuggle Me Organic is seeking a hands-on, commercially driven CRM leader to own email and SMS strategy across the US and beyond. You will assess current activity, identify gaps and unlock CRM as a meaningful growth channel.

You’ll build a commercially ambitious CRM programme for Black Friday and shape the Three Rs framework—Revenue, Retention, Relationships—driving repeat purchases, LTV and advocacy. Collaborate with Brand, Creative, Ecomm and Product to turn customer insight into product ideas