CRM Lead – E‑Commerce Marketing

About the role

The CRM Lead will shape customer engagement for a fast‑growing e‑commerce platform, driving retention and lifetime value through data‑driven strategies. Reporting to the Head of Customer Growth, you will lead a team of CRM professionals and work across product, data, engineering and marketing functions.

Key responsibilities

• Develop and execute end‑to‑end CRM strategies focused on automation‑led lifecycle marketing and personalization at scale.
• Build and manage a customer‑centric CRM calendar that supports always‑on lifecycle automation.
• Provide functional and disciplinary leadership to the CRM team, ensuring clear ownership of strategy, execution and optimisation.
• Design and launch complex, highly automated CRM journeys using Braze and other MarTech tools, leveraging real‑time events, customer attributes and predictive signals.
• Collaborate with Product, Data, Engineering, Marketing and Merchandising teams to align CRM initiatives with business priorities.
• Establish, report on and continuously improve KPIs for CRM campaigns, focusing on incrementality, retention, frequency and customer lifetime value.
• Drive experimentation through A/B, multivariate and holdout testing, and maintain operational dashboards tracking campaign performance.

Required profile

• Proven experience leading CRM or lifecycle marketing teams in an e‑commerce or on‑demand services environment.
• Strong analytical mindset with the ability to translate data and insights into actionable strategies.
• Excellent communication skills to manage multi‑product customer communications and ensure relevance and sequencing.
• Collaborative approach to work closely with cross‑functional teams and drive joint initiatives.

Required skills

• Braze CRM platform (expert level)
• Marketing automation strategy and execution
• A/B testing and multivariate experimentation