Senior CRM Manager

Derek Rose; Enfield; Hybrid; GBP 70,000 - 90,000; Full time

Benefits offered by this job

Pension contribution

25 days annual leave

Staff discount

Wellbeing support

Office social events

Job summary

Derek Rose is seeking a Senior CRM Manager to own customer engagement. The role is hands-on, from building flows in Klaviyo to writing copy, analyzing data and reporting outcomes. You’ll set the CRM direction, justify investments, and help grow the team as needed.

You will collaborate with senior leadership in a family-owned business, balancing brand with performance while expanding the CRM function into a central driver of customer value.

Qualifications

• You can run every part of a CRM channel yourself: strategy, build, copy, data and reporting.
• 6+ years’ experience in CRM, ideally within retail or ecommerce.
• Hands-on experience with Klaviyo or similar: manage, rebuild and improve flows, segments and templates.
• Experience as lead CRM person delivering end-to-end without external agency or data team.

Responsibilities

• Own the ongoing development and delivery of the CRM strategy to drive retention, frequency and lifetime value.
• Grow retention for a full-price brand without relying on discounts.
• Manage automated flows and lifecycle programmes in Klaviyo from welcome to win-back.
• Own the campaign strategy and calendar aligned with content pillars: inform, inspire and convert.
• Write CRM email copy and review all communications.
• Set day-to-day CRM communications plan balancing trade and brand objectives.
• Build VIP programme and coordinate with Retail and Client Experience.
• Develop CRM roadmap and justify business case to accelerate delivery.
• Improve data capture, personalization and system integration.
• Maintain regular reporting on cohorts, repeat rate and lifetime value.
• Evolve customer segmentation strategy (including RFM) to boost engagement and revenue.
• Champion voice of the customer to influence strategy and decisions.

Skills

CRM strategy

Copywriting

Data reporting

Segmentation

LTV analysis

Team leadership

Tools

Klaviyo

Job description

Job Title: Senior Customer Relationship Management (CRM) Manager

Reports to: Head of Direct to Consumer

Location: London – Hybrid (4 days office-based, 1 day remote)

Contract: Full time, permanent

About the Role

We're looking for a Senior CRM Manager to take ownership of customer engagement at Derek Rose.

This is a hands-on role with a lot of room to grow. The foundations are in place: reporting, segmentation, lifecycle flows and the start of a VIP programme. Now we need someone to get in, run it day to day, and take the business with them as we build CRM into a much bigger part of Derek Rose.

You’ll do the work yourself: managing and improving our Klaviyo flows, writing copy, pulling the data, running tests and reporting back. You’ll have some design and copy support, but you’ll be comfortable doing every part of it. Alongside that, you’ll set the direction, make the case for where we go next, and help build the team as it grows.

What You’ll Be Doing

CRM & Retention Strategy

• Own the ongoing development and delivery of the CRM strategy, building on the foundations already in place to drive retention, frequency and lifetime value.

• Grow retention for a full-price brand without the ability to lean on discounts.

• Manage, update and improve our automated flows and lifecycle programmes in Klaviyo, from welcome to win-back.

• Own the campaign strategy and calendar, alongside Marketing’s plan, built around our three content pillars (inform, inspire and convert) so every send is right for its segment.

• Write our CRM email copy, working from Marketing’s creative direction, and check everything before it goes out.

• Own the day-to-day CRM communications plan, balancing trade and brand objectives.

Test properly, including holdouts, so we know what’s working and put our time, sends and offers where they make a difference.

Clienteling & VIP

• Build our VIP programme from the early work we’ve started, deciding who qualifies, what they receive and how we measure success.

• Work with Retail and Client Experience so VIP customers are recognised in store, on the phone and by email.

• Focus the programme on recognition and access rather than points or discounts.

Building the Function

• Set out a CRM roadmap, work out what’s needed to deliver it and make the business case to get there faster.

• Hire and develop a junior email executive once the case is made.

Customer Insight & Reporting

• Build out our data and tech, improving data capture, personalisation and how our systems work together.

• Maintain and evolve our regular reporting to track customer behaviour through cohorts, repeat rate and lifetime value.

• Own and evolve our customer segmentation strategy (including RFM), identifying opportunities to leverage segments to increase engagement and revenue.

• Champion the voice of the customer across the business, using insight to influence strategy and decision-making.

• Present clear, actionable insights that inform marketing, trading and brand activity.

What You’ll Need

• You can run every part of a CRM channel yourself: strategy, build, copy, data and reporting.

• 6+ years’ experience in CRM, ideally within retail or ecommerce.

• You measure beyond opens and clicks. You think in cohorts, repeat rate and LTV, and you’ve run a proper test.

• Recent hands‑on experience in Klaviyo or similar: you can manage, rebuild and improve flows, segments and templates yourself, without an agency.

• Experience as the only or lead CRM person, delivering end to end without an agency or data team behind you.

• You write well, and you can say why a line works. You’ll write much of the copy yourself and edit the rest.

• Commercially minded, with the ability to balance brand and performance objectives.

• You’ve managed or developed someone.

• You enjoy working closely with senior leadership in an independent, family-owned business.

What Success Looks Like

• The CRM strategy and framework further embedded, refined and evolved across the business.

• Improved retention, reactivation and repeat purchase rates.

• Effective use of segmentation and personalisation across all communications.

• A CRM function recognised as a key driver of customer growth and experience.
  What We Offer

• Pension contribution.

• 25 days annual leave, plus bank holidays.

• Generous staff discount and regular sample sales.

• Confidential wellbeing and mental health support service.

• Office social events.