CRM Manager

Duke & Dexter Ltd.; Brixton; Hybrid; GBP 45,000 - GBP 60,000; Full time

Job summary

A leading e-commerce brand in Brixton is seeking a skilled CRM Manager to develop and drive their customer lifecycle and retention strategies. The ideal candidate will have over 4 years of experience in CRM, with expertise in Klaviyo and a track record of enhancing customer lifetime value. You'll work collaboratively across teams to ensure effective email and SMS campaigns are launched, with a strong focus on loyalty programs and customer advocacy. This role combines analytics with creativity to ensure maximum engagement and customer satisfaction.

Qualifications

• 4+ years' experience in CRM or retention marketing.
• Deep expertise in email and SMS platforms.
• Proven track record of increasing repeat purchase rates.
• Experience designing loyalty programmes.

Responsibilities

• Define and lead CRM and lifecycle marketing strategy.
• Manage retention, repeat rate, frequency and LTV.
• Execute successful campaign launches.
• Own automated flows and customer journeys.
• Drive personalisation strategies.

Skills

CRM strategy

Loyalty program management

Data analysis

Email marketing

SMS marketing

Cross-functional collaboration

Customer retention

Segmentation

Automation

Tools

Klaviyo

Shopify

Analytics tools

Job description

Location: D+D HQ, Brixton, London (4 days in-office, 1 day remote)

ABOUT US

Since 2015, DUKE + DEXTER has expanded from its London roots into a global community; working with athletes, musicians, artists, designers, photographers and pioneers who do things differently — who go against the grain.

JOB PURPOSE

Reporting to the Chief Operating Officer, the CRM Manager is responsible for maximising customer lifetime value through best-in-class lifecycle, retention and loyalty marketing.

This role owns the end-to-end CRM strategy, using data, insight and executional rigour to drive repeat purchase, frequency and advocacy. The CRM Manager will work closely with the Head of Acquisition and Ecommerce Manager to ensure new customers are converted into high-value, long-term brand customers.

We’re looking for someone highly analytical, commercially minded and detail-oriented who is comfortable owning performance while operating collaboratively across teams.

KEY RESPONSIBILITIES

• CRM Strategy & Lifecycle Ownership
  • Define and lead the global CRM and lifecycle marketing strategy across email, SMS and owned channels.
  • Own retention, repeat rate, frequency and LTV targets.
  • Build and manage CRM forecasting, reporting and performance frameworks.
  • Translate customer data into clear, actionable lifecycle strategies.
  • Manage and execute successful campaign launches in line with key product launches and brand moments.
  • Plan, execute and optimise lifecycle campaigns including onboarding, post-purchase, replenishment, reactivation and win-back.
  • Own automated flows and customer journeys, ensuring relevance, timing and performance.
  • Drive personalisation strategies using behavioural, transactional and product data.
  • Continuously test messaging, cadence, incentives and segmentation.
• Loyalty
  • Own and evolve the PLUS+ loyalty and referral programmes to drive repeat purchase and customer advocacy.
  • Identify opportunities to increase engagement and long-term brand affinity.
  • Measure and optimise loyalty impact on retention and LTV.
• Cross-Functional Collaboration
  • Partner with the Head of Acquisition to ensure alignment between customer acquisition quality and lifecycle performance.
  • Work closely with the Ecommerce Manager to support trading moments, launches and seasonal priorities.
  • Collaborate with creative team to maintain creative consistency while driving commercial outcomes.

ABOUT YOU

• 4+ years’ experience in CRM, lifecycle or retention marketing within a DTC or high growth ecommerce brand.
• Deep expertise in email and SMS platforms, segmentation and automation, specifically within Klaviyo.
• Proven track record of increasing repeat purchase rates and LTV.
• Experience designing and driving a loyalty programme.
• Highly data-driven. Comfortable analysing cohorts, LTV and behavioural performance.
• Strong commercial instincts with a clear understanding of retention economics.
• Confident briefing and reviewing copy and creative for CRM performance.
• Detail-oriented, organised and accountable for results.
• Comfortable working cross-functionally in a fast-paced environment.
• Experience with Shopify and analytics tools required.