CRM Manager

Job Title: Customer Relationship Management (CRM) Manager

Department: Direct to Consumer (DTC)

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

Contract:Full time, permanent

About the Role

We're looking for a CRM Manager to take ownership of customer engagement at Derek Rose. This is a newly established function with strong foundations already in place — regular reporting, RFM segmentation, automated lifecycle flows and a live loyalty/VIP programme — and we need someone with the analytical rigour and creative drive to take it further.

You'll own the CRM strategy end-to-end: turning customer insight, segmentation and reporting into personalisation that drives retention, frequency and lifetime value across every touchpoint. Working closely with Marketing, eCommerce, Retail and Client Experience, you'll keep our communications consistent, data-led and commercially sharp — ideal for someone who enjoys sharpening what's already working, testing new ideas, and turning insight into impact.

What You’ll Be Doing

Customer Insight & Reporting

– Maintain and evolve our regular reporting suite to track customer behaviour, lifetime value and retention trends.

– 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.

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.

– Own our automated flows and lifecycle programmes, from welcome to win-back, continuously optimising them for relevance and performance.

– Develop the email marketing strategy and calendar, working with the Marketing Manager to deliver high-quality, on-brand communications that resonate with distinct customer segments.

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

– Run a clear testing framework and performance tracking approach to continuously improve engagement and conversion.

– Monitor industry trends and bring fresh thinking to ensure Derek Rose stays at the forefront of CRM and customer experience best practice.

Loyalty & VIP Programme

– Own and grow Derek Rose’s loyalty/VIP programme, ensuring it continues to reward loyalty and advocacy as the customer base evolves.

– Review and refine the programme’s strategy and structure as it matures, keeping it aligned with both brand positioning and commercial goals.

– Collaborate with Retail, Client Experience and Marketing teams to ensure a seamless, premium customer experience across all channels.

– Analyse performance and identify opportunities to refine and grow the programme over time.

Collaboration & Special Projects

– Partner cross-functionally to ensure CRM activity supports broader business objectives.

– Lead CRM-related projects that enhance data capture, personalisation and technology integration.

– Continue to refine ways of working and scalable processes that keep the CRM function best-in-class.

What You’ll Need

– 5-6 years’ experience in CRM, ideally within retail or ecommerce.

– Strong analytical skills with proven experience interpreting customer and campaign data.

– Hands-on experience with CRM or marketing automation platforms — we use Klaviyo.

– Experience running automated flows, lifecycle campaigns and segmentation strategies.

– Demonstrated ability to manage and grow a loyalty or retention programme.

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

– Excellent communication and stakeholder management skills.

– A proactive, collaborative approach — comfortable taking ownership of an established function and confident making it your own.

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.

– Continued growth of the loyalty/VIP programme, with measurable gains in engagement and advocacy.

– 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.