CRM manager for DTC brands

We’re Purpose Driven Foods, a founder-led food business on a mission to improve the metabolic health of the world. We make absolutely delicious food without the added sugar and seed oils – brands like GOOD PHATS and fu:di – and we’re about to get a lot bigger: we have a pipeline of new brands launching over the next couple of years, with serious investment behind them. We’re hiring our first dedicated CRM & Retention Manager, and the brief is simple to say and hard to do: own the channel. Strategy and execution, end to end.

• Build the CRM engine: decide which metrics matter, what to test, how customers move between brands, and what the roadmap is – agreed with the Growth Lead, driven by you.
• The build: flows, segmentation, campaigns and emails across the portfolio, hands-on in Klaviyo – welcome, post-purchase, replenishment, cross-brand upsell, win-back.
• Make subscriptions stick: get deep into Skio and make subscriptions world class.
• Help develop loyalty and referral programmes that encourage customers to keep coming back.
• Make retention a growth channel: develop initiatives that increase repeat purchase, customer lifetime value and CRM-attributed revenue.
• Testing absolutely everything: from messaging and offers to timing, journeys and customer behaviour.
• Find out what works, improve what doesn’t and keep pushing performance.

• Someone who has owned CRM before - not just contributed to it.
• You’ve run the channel, set its strategy, carried its numbers, and you can talk about repeat rates, cohort LTV and churn from lived experience rather than a dashboard tour.
• You still love the doing: building the flow yourself, writing the segment logic, QA-ing the email before it goes out.
• Solid experience owning CRM, retention or lifecycle marketing in DTC or consumer brands, with clear evidence of channel ownership, not just channel participation.
• Deep, hands-on Klaviyo - essential. Flows, segmentation, testing and reporting you built yourself.
• Subscription experience - Skio, Recharge or similar - and opinions about what world-class subscriber retention looks like.
• Fluency in the numbers: CLV, AOV, churn, cohort retention - and a track record of turning them into action.
• Strong copy instincts and the organisation to run multiple brands’ calendars at once.

• £45,000 - £55,000 depending on experience
• EMI share options
• Private healthcare and pension
• An amazing Angel office four days a week, one day from home – and we finish at 3pm on Fridays
• 3x "duvet days" per year
• A food-obsessed team: our founder is a chef, we have an in-house NPD kitchen, a chef in the office twice a week, and products you’ll actually want to take home