Description:
The CRM & Loyalty Manager is responsible for owning and optimising the full customer lifecycle across CRM channels for Myprotein within THG Nutrition, driving retention, repeat purchase, and lifetime value through data-led, multi-channel marketing at scale.
Key Responsibilities
Lifecycle Ownership
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- Own the end-to-end CRM customer lifecycle across acquisition, onboarding, retention and reactivation, defining key lifecycle moments that enhance engagement and customer experience.
- Optimise CRM journeys across web and app using personalised communications, segmentation and engagement strategies to drive loyalty, repeat purchase behaviour and customer lifetime value.
- Develop and execute loyalty initiatives including rewards and personalised experiences that strengthen customer relationships, increase retention and encourage brand advocacy.
Segmentation & Personalisation
- Develop and refine customer segmentation strategies using behavioural, transactional and lifecycle data
- Deliver highly personalised and targeted communications to improve engagement and conversion
- Continuously optimise targeting strategies to increase relevance and performance
Multi-Channel Campaign Delivery & Commercial Alignment
- Plan and execute CRM campaigns across email, SMS, push notifications and on-site messaging aligned to trading calendars and product launches
- Build and optimise automated lifecycle journeys including welcome, abandonment, post-purchase, replenishment and win-back flows
- Partner with brand, marketing and ecommerce teams to ensure CRM activity supports commercial priorities and revenue targets
Experimentation & Optimisation
- Lead structured A/B testing across content, timing, incentives & creative execution
- Analyse test results to identify performance drivers & customer behaviour insights
- Apply learnings to continuously improve retention, conversion rates & CLTV
Data & Performance Reporting
- Monitor and analyse CRM performance across key metrics including open rate, CTR, conversion rate, revenue per send and retention
- Translate performance data into actionable insights and strategic recommendations
- Report on campaign effectiveness and lifecycle performance to key stakeholders across the business
Role Requirements
- Proven experience in CRM, lifecycle marketing, or retention-focused roles within ecommerce
- Strong understanding of customer segmentation, behavioural marketing and lifecycle strategy
- Experience working with CRM and marketing automation platforms (e.g. Braze, Bloomreach, Klaviyo etc)
- Commercial mindset with ability to link CRM activity to revenue and customer lifetime value
- Strong analytical skills with confidence interpreting campaign performance data
- Experience working in fast-paced, performance-driven digital or D2C environments
- Excellent communication and stakeholder management skills
What’s in it for me?
Career Development
- Access bespoke development programmes that have been designed and developed by our in-house L&D team.
- Develop your expertise through our upskilling programme that is delivered in partnership with an industry-leading training provider.
Enhanced Leave
- 25 days annual leave plus bank holidays.
- Don’t want to work on your birthday? We don’t either! Enjoy your day off on us!
- Enhanced maternity and paternity pay, depending on length of service.
- Up to 10 days compassionate leave.
- Buy back up to 3 days each year.
- Unlock 2 days volunteer leave after 12 months
Wellbeing Support
- Access face-to-face and virtual appointments with our in-house GP.
- Access our 24/7 Employee Assistance Programme (EAP), which is provided by Bupa.
- State-of-the-art on-site gym.
- Access to our on-site physio.
Other Perks
- Save up to 12% on the cost of personal tech through our salary sacrifice scheme.
- Subsidised bus pass from Manchester City Centre to our ICON office.
- Up to 50% staff discount on THG brands.
- On-site staff shop.
- Access to on-site barber.
- Know someone who would be perfect for THG? Refer them and get up to £1,000 when they pass their probation.
- Anniversary gifts when you hit 5 and 10 years of service.
- We are an equal opportunities employer.