Head of CRM

Head of CRM & Customer Economics / LTV

Salary:
Up to £75,000

Location:

Hybrid - Northampton HQ + Remote
Type:
Full-time

About the Role

SF Recruitment are partnering with a fast-growing, premium eCommerce brand to hire a Head of CRM & Customer Economics. This hands-on, strategic role is focused on transforming email-first CRM and loyalty programmes to drive profitable customer growth.

You will be responsible for building a best-in-class, AI-enabled lifecycle engine that:

Improves conversion

Increases repeat purchase

Systematically lifts Customer Lifetime Value (CLV) relative to Customer Acquisition Cost (CAC)

You will own end-to-end email CRM strategy, loyalty programme design, and lifecycle automation, leveraging AI and machine learning to drive smarter segmentation, personalisation, and testing king closely with Digital, Ecommerce, Brand, Product, and Data teams, you'll optimise both short-term trading performance and long-term customer value.

This is a highly autonomous position where, within your first 90 days, you will audit current performance, identify gaps, and implement meaningful improvements that directly impact the business.

Key Responsibilities

CRM, Loyalty & Lifecycle:
Own the full email CRM and loyalty strategy from acquisition to retention, loyalty, reactivation, and win-back
Audit flows, campaigns, and journeys, identifying quick wins and structural improvements
Build scalable automation and segmentation frameworks in Klaviyo
Leverage AI for smarter targeting, content, and send optimisation
Evolve the loyalty programme to drive engagement, purchase frequency, and high-value cohorts
Conversion & Campaign Delivery:

Lead email CRM planning aligned with the commercial and trading calendar
Optimise customer journeys across email and eCommerce touchpoints
Implement best practices for contact strategy, suppression rules, and send frequency
Run structured AI-assisted experimentation to improve open, click, and conversion rates
Brand-Led & Customer-First Communications:
Design non-promotional journeys to strengthen customer engagement and loyalty
Apply advanced segmentation to ensure relevance and timeliness
Collaborate with Brand and Creative to deliver modular, high-performing email formats
Champion consistent, joined-up experiences across all email channels
Data, Insight & Optimisation:
Own end-to-end CAC:

LTV modelling and cohort analysis
Report and analyse email and loyalty performance using Power BI
Build and maintain a test-and-learn roadmap across flows and campaigns
Generate actionable insights to drive profitable customer growth
Ecommerce & Tech Enablement:

Lead CRM/lifecycle strategy within Shopify and other platforms
Manage the tech stack roadmap, including AI and automation adoption
Support onsite personalisation and triggered experiences using CRM signals

Leadership & Scale-Up Impact:

Serve as the internal CRM and Loyalty expert
Define processes, SLAs, and prioritisation for a scaling business
Manage agencies, freelancers, or junior team members as needed
Communicate insights and performance to senior leadership
KPI's & Measurement

Critical:

CRM-attributable revenue as % of total revenue
CAC:

LTV ratio by acquisition cohort
Repeat purchase rate growth via CRM flows/programmes

Strategic:

Revenue per active subscriber
Flow revenue contribution as % of CRM revenue
Unsubscribe rate across lifecycle stages

Operational:

Email deliverability rate
Personalisation depth across sends
Lifecycle coverage (% of customers in active flows)

Skills & Experience

Essential:

Senior experience in email CRM, lifecycle, or loyalty within a premium eCommerce/DTC business
Deep expertise in Klaviyo, Shopify, and customer data management
Confident in Power BI or similar BI tools for cohort and lifecycle analysis
Proven track record in designing, testing, and scaling lifecycle programmes
Experience using AI/ML to enhance CRM, or strong structured experimentation portfolio
Highly analytical, commercially minded, and customer-obsessed