Senior CRM Manager

Bloom & Wild; London; Hybrid; GBP 40,000 - 80,000; Full time

Job summary

An established industry player is seeking a Senior CRM Manager to lead their CRM strategy across multiple brands. This role focuses on creating data-driven customer journeys that maximize lifetime value through churn prevention and personalized marketing. You will be responsible for optimizing CRM campaigns, collaborating with various teams, and mentoring a Senior Associate. If you have a passion for customer experience and data-led decision making, this is an exciting opportunity to make a significant impact in a growing e-commerce environment.

Benefits

Flexible working & work from abroad

25 days holiday + your birthday + flexible bank holidays

1 Volunteering day each year

Enhanced family leave and workplace nursery scheme

Flexible training framework

Irresistible discounts on products

Equity options from day 1

Qualifications

• Strong CRM experience in e-commerce and subscription-based businesses.
• Ability to manage and mentor team members effectively.

Responsibilities

• Own and optimize CRM strategy for Bloom & Wild Group.
• Plan and execute lifecycle flows and campaigns across owned channels.
• Collaborate with cross-functional teams to deliver impactful campaigns.

Skills

CRM strategy

Data-driven decision making

Customer journey optimization

Segmentation

Personalization

Team management

E-commerce experience

Tools

Braze

Tableau

Job description

Hi, we’re Bloom & Wild. We don’t just send flowers. We help our customers to care wildly. Caring wildly is celebrating the little things we all do for each other every day. Not just the big occasions. It’s being there for the highs. Stepping up for the lows.

We care wildly about people and our planet. Which is why we’re so proud to be a certified B Corp – committed to making long-term positive change for our community, and the world around us.

Founded in 2013, our mission back then was to make sending and receiving flowers the joy that it should be, by harnessing technology, brand and letterbox delivery. We announced £75 million Series D funding in 2021 and that same year acquired bloomon in The Netherlands and Bergamotte in France. Together, we’ve fulfilled and delivered over 20 million orders (and counting!), making us the largest direct to consumer flower business in Europe.

Now home to a family of 3 beautiful brands, we’re driven by our vision to create the destination for making life a little more thoughtful and beautiful. And we won't stop at flowers and plants. Starting with the Bloom & Wild brand, we're expanding our gifting offering to other categories like cakes, candles and cocktails. This is all part of our ambition to build Europe's #1 direct to consumer gifting destination.

About the Role

We’re looking for a Senior CRM Manager to join our Retention team and lead CRM strategy and execution across both Bloom & Wild and bloomon brands, owning CRM for both our gifting and subscription customers. This is a key role in our mission to build thoughtful, data-driven customer journeys that maximise lifetime value (LTV) through churn prevention, reactivation, and personalised lifecycle marketing.

You’ll be responsible for owning and optimising CRM flows and campaigns across owned channels (email, app, direct mail, etc.). You’ll lead the strategy, testing, and execution of lifecycle communications, working closely with cross-functional teams including Brand, Creative, Commercial, and BI, along with the wider Digital Marketing team. You’ll also manage and develop a Senior Associate, supporting their growth and ensuring high-quality delivery.

This role is ideal for someone with strong CRM experience in e-commerce, including a subscription-based business, who is passionate about customer experience, data-led decision making, and driving commercial impact through retention marketing.

What you'll be doing:

• Own the end-to-end CRM strategy for Bloom & Wild Group, ensuring that communications are optimised to maximise customer LTV, and consider brand and market nuances.
• Improve the LTV of our bloomon subscription customers in the Netherlands, Belgium, and Germany, through maximising the reactivation of inactive customers and preventing churn for existing and new subscription customers.
• Maximise LTV of Bloom & Wild customers purchasing gifts in the UK and Germany by owning campaigns and flows that improve repeat rate and engagement, and prevent customers from lapsing.
• Plan, execute, and optimise lifecycle flows and triggered campaigns across owned channels, ensuring they are personalised, timely, and aligned with customer needs.
• Develop and lead a test-and-learn roadmap, using data and insights to continuously improve performance and customer experience.
• Collaborate cross-functionally with Brand, Creative, Commercial, and BI teams to align on goals, share insights, and deliver impactful campaigns.
• Grow our CRM programmes as the business grows, supporting new product types and shopping missions for our customers.
• Leverage segmentation to ensure that CRM content is as relevant as possible to customers, and using data and insights to drive forward our approach to CRM segmentation across markets and customer types.
• Manage and mentor a Senior Associate, supporting their development and ensuring high-quality execution of CRM initiatives.
• Report on performance of CRM programmes, sharing insights and recommendations with stakeholders and using data to inform future strategy.
• Stay up to date with CRM best practices and trends, bringing new ideas and innovations to the team.

You’ll love this role if you…

• Strong understanding of customer journeys, segmentation, and personalisation across owned channels
• Experience owning CRM strategy and execution, including building and optimising automated flows and campaigns, for both subscription and non subscription customer journeys
• Comfortable working with data and performance metrics to inform decisions and measure success
• Experience managing or mentoring team members, with a collaborative and supportive leadership style
• Proactive, organised, and able to manage multiple projects and stakeholders
• Experience with the tools we use (Braze, Tableau) is a plus.

These are some of the skills and experience we think will enable success in this role, but please don’t worry if you are missing some of these. We’re committed to building a team made up of different strengths, skills and experiences, so if you’re excited about our values, passionate about what you do and would like to join us in doing things more thoughtfully, we’d love to hear from you.

Belonging @ Bloom & Wild

We know that we learn through our differences, and building a diverse team has always been central to creating the best experience for our customers. We value all backgrounds, perspectives, ideas and experiences, and encourage everyone to share their opinions openly within our caring and inclusive team. Our champions community actively advances our culture of inclusion and belonging, which is organised around 8 pillars of diversity. These cross-business networks offer additional opportunities for connection, education, support and celebration, and ensure that inclusivity continues to be embedded in our ways of working.

Our ways of working

We really believe in the power of connection. For us that looks different depending on the team you work in. Some of our teams work together in person every day, whereas others may connect in person every quarter.

We also believe in flexibility that supports you, the work you do, and your team. How much you work from home and from our office depends on a balance of those needs, and you’ll agree this with your manager.

Whether it’s through a shared project, a learning and development opportunity, or an afterwork social - we trust our teams to make the right decisions (for them and us) about where and how they work each day.

We’re big on collaboration, empathy, knowledge sharing and growth, and our values drive our priorities every day:

Lead change for good: we have the guts to try new things and step up to do what matters most

Think deeply, act swiftly: we make sure there’s thoughtful rationale behind our approach and always act swiftly to implement ideas

Care wildly: we pour care and creativity into everything we do and pay attention to the things that make a difference

Stay open, be curious:we’re open about what we’re doing and why, and we welcome challenges from each other

Work that works for you

To care wildly for our customers, firstly we care wildly for our teams. We work hard to craft a culture of thoughtfulness and care, where there is a strong sense of inclusion and belonging, enabling all of our people to thrive and be successful each day.

Our perks and benefits include:

Flexible working & work from abroad

25 days holiday + your birthday + flexible bank holidays, & option to buy additional holiday each year

1 Volunteering day each year

Enhanced family leave and a workplace nursery scheme

A flexible training framework for every stage of your career

Irresistible discounts on our products, blooms & subscriptions!

Share in our success with a choice to take equity options from day 1

For more information on our perks & bens, please see www.bloomandwild.com/careers

Getting hired

We know that job searching can be daunting, and we want to do everything we can to ensure that your experience with us is a good one. Interviewing is a 2-way process, and we’re keen to answer all of the questions you have, so that you can be sure (and excited!) that we’re the right move for you.

We believe in leading change for good, so if there’s anything that we can do to help you flourish throughout your application process with us, or if you have any feedback, please share this with us anonymously here so we can use this to improve your experience.

#Bloom&Wild