We are seeking a Head of CRM to join a cutting edge Activewear brand.

You will play a pivotal role in building deeper, longer-lasting connections with their global community, driving measurable revenue impact while elevating the brand experience. As a leader, you’ll oversee the development and execution of innovative, data-driven CRM and loyalty strategies that increase customer lifetime value, repeat purchase rates, and engagement, aligning with the brand’s ambitious growth objectives.

Some key responsibilities:

• 1. Own the CRM and loyalty budgets, maximising ROI and ensuring efficient resource allocation.
• 2. Manage relationships with technology partners, negotiating to secure the best tools and services.
• 3. Partner with marketing, product, creative, and CX teams to deliver a consistent, high-impact customer experience.
• 4. Turn insights into actionable strategies to optimise customer journeys and programme performance.
• 5. Oversee the delivery of multi-channel CRM campaigns (email, SMS and WhatsApp), with a focus on personalisation and automation.
• 6. Manage the loyalty programme to strengthen customer relationships and encourage repeat orders.
• 7. Continuously refine programme mechanics using customer feedback, analytics, and market trends.

About you:

• 1. 5+ years’ experience in CRM / customer lifecycle marketing, ideally in D2C e-commerce or retail.
• 2. Success scaling data-driven CRM programmes that significantly improve retention and lifetime value (LTV).
• 3. Proven leadership of loyalty and membership programmes with clear, measurable commercial impact.
• 4. CRM expertise across DTC, e-commerce, and retail channels, with a deep understanding of customer behaviour and purchase drivers.
• 5. Hands-on experience with CRM platforms (e.g., Klaviyo, Salesforce, Braze) and customer data platforms.
• 6. Strong analytical skills and ability to translate data into strategic actions.
• 7. Skilled in campaign automation, dynamic segmentation, and personalisation across multiple touchpoints.

The office is based in London and offers hybrid working (3 days in the office and 2 WFH).

Seniority level

Mid-Senior level

Employment type

Full-time

Job function

Strategy/Planning, Other, and Marketing

Industries: Retail Apparel and Fashion and Sporting Goods Manufacturing