CRM & Loyalty Lead / Head of CRM

As the CRM & Loyalty Lead / Head of CRM, you will take ownership of our CRM function from day one. You'll oversee lifecycle marketing, newsletters and loyalty campaigns across both consumer and business segments, utilizing multiple channels including email, push notifications, and in-app messaging.

Reporting directly to the founders and executive team, you'll collaborate with the Partnerships team on high-profile campaigns tied to prestigious events such as Royal Ascot and Henley Regatta. You'll also work closely with the Product team on technical integrations to enhance user experiences.

Our core marketing stack features Braze as the primary platform for execution, alongside Metabase for data insights. For someone who brings strong strategic capability and proven proficiency in Braze, you may be considered for a Head of CRM appointment from the outset. Otherwise, starting at Lead level, this role offers a clear progression path, with the potential to advance into a Head of CRM position within 12-18 months, based on performance and impact.

Responsibilities

• Develop and lead CRM strategy and execution for lifecycle, partnership, and product initiatives, partnering cross-functionally to plan and deliver campaigns across email, push, and in-app channels.

• Drive continuous improvement of business and channel-specific KPIs (conversions, churn, etc.), maintaining a clear optimization roadmap and documenting best practices.

• Identify and integrate opportunities from product/city launches and key event moments into lifecycle programs, leveraging automation, personalization, advanced segmentation, and testing roadmaps (including A/B and multivariate experiments).

• Collaborate with Analytics, Product/Growth, Partnerships, Design, and Engineering teams on email strategy, technical integrations, and product enhancements.

Requirements

• 5+ years of hands-on experience in CRM campaign management.

• Extensive experience with customer engagement and marketing automation platforms such as Braze, Iterable or similar.

• Proven expertise in A/B and multivariate testing, including experiment design, execution, and post-campaign analysis to inform optimizations.

• Strong data-driven mindset with the ability to independently pull and analyze segmentation, engagement, and performance metrics.

• Proficiency in basic HTML/CSS troubleshooting and templating languages for personalization.

What we offer

• Office-based role in West London, four days a week with flexible start and finish times, plus one remote day of your choice

• Competitive salary

• Employee stock options plan

• Private medical and dental insurance

• Life and critical illness cover

• Best-in-class equipment

• Monthly credit towards Wheely journeys

• Cycle to Work scheme

• Professional development stipend

• Relocation support, including visa sponsorship and allowance