CRM Category Expansion Manager

Who you are

• 5+ years CRM/email marketing in DTC/ecommerce, including 3+ years running a full campaign calendar end-to-end (not just triggered flows)
• Hands-on with Iterable (or Braze/Klaviyo/SFMC), including multi-market campaign builds with dynamic content and personalization
• Experience delivering SMS, push, and in-app campaigns, plus enough HTML/CSS to brief and QA email builds
• Segmentation and deliverability fluency (engagement tiers, suppression, frequency caps), including reading Postmaster Tools
• SQL working knowledge — able to self-serve audience/results checks in Looker without an analyst
• A/B testing and incrementality rigor; comfortable setting up and reading holdouts with the Data team
• Already using AI in daily workflows, and ruthless about QA and automating it
• Strong multi-stakeholder operator (Merchandising, Design, Copy, US Marketing, Tech) with working knowledge of UK/EU marketing regulations (GDPR, PECR, German/French requirements)

What the job involves

• The Manager, CRM Category Expansion owns every scheduled brand campaign across email, SMS, push, and in-app for the UK, Germany, and France
• This includes new arrivals, restocks, seasonal and gifting moments, and key discount events like Black Friday/Cyber Monday and Quince Day
• These are broad, brand-wide sends that go out to the whole customer base or large segments. They are designed to take customers beyond the one category they already know us for and introduce them to the rest of the range
• Reporting into the UK/EU CRM Director, this person runs the process end-to-end
• This includes briefing, selecting products with Merchandising, briefing Design, aligning with US Marketing, localizing copy, and partnering with Tech on features like dynamic product/price modules
• They then build, QA, and ship every send, read the results, and continuously improve toward faster, more personalized delivery
• Own the UK/EU campaign calendar end-to-end — brief, build, localize, QA, and send across email, SMS, push, and in-app
• Brief and coordinate every campaign with Merchandising, Design, Copy, and US Marketing
• Own audience segmentation, frequency caps, and suppression/consent logic for smarter targeting
• Build and maintain the production engine: modular templates, dynamic product feeds, and reusable content blocks
• Partner with Tech and Data to improve the comms themselves (dynamic pricing, live stock) and run a rigorous testing programme (send-time, segments, incrementality holdouts)
• Own deliverability and list health across all three markets
• Turn results into monthly insights and a steady pipeline of new campaign ideas, informed by industry trends and testing new formats
• Report weekly on performance (revenue, CTR, unsub/complaint rates, incrementality) and coordinate with the Lifecycle team