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 at scale. Working 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