CRM Manager

Role – CRM Manager

Reports to – Head of Brand

Location – Altrincham (Full time in office)

About Treats:

Treats is a fashion and lifestyle brand built around self-expression, elevated essentials and playful personalisation. We create pieces that feel considered but not overdone, designed to be worn, styled, gifted and made your own. We’re a fast growing, founder-led business with big ambitions, a strong visual identity and a highly engaged community. Following the recent launch of Treats Kids, we're entering an exciting new phrase of growth, creating an opportunity to play a pivotal role in shaping the future of both brands.

Role Overview:

We are looking for a commercially minded, data-driven and analytical CRM Manager to join Treats and Treats Kids, taking ownership of our customer retention, loyalty and lifecycle marketing strategy.

This is a key role within growing Treats and Treats Kids, focusing on increasing customer lifetime value, driving repeat purchases and identifying new revenue opportunities from our existing customer base. We're looking for someone who goes beyond traditional email marketing, with a strong understanding of customer behaviour, cohort analysis and customer lifetime value. You'll be confident turning data and insights into commercially driven strategies that improves retention and profitability. You will combine strategic thinking with hands-on execution, developing creative win-back initiatives, leading the launch of our customer loyalty scheme and identifying new ways to strengthen customer relationships. You'll also have a good level of understanding of paid media, with the confidence to oversee and challenge our external agency. Above all, we're looking for someone who is ambitious, analytical and full of ideas.

Key Responsibilities:

·       CRM & Retention Strategy: Own and develop the CRM strategy to increase customer retention, repeat purchases, purchase frequency and customer lifetime value.

·       Customer Data & Cohort Analysis: Analyse customer behaviour, purchasing patterns and cohorts to understand how customer value develops over time and identify opportunities for growth.

·       Customer Segmentation: Develop and refine customer segmentation strategies based on purchasing behaviour, engagement, customer value and lifecycle stage to deliver more personalised and effective marketing.

·       CRM Database Growth: Identify and implement initiatives to grow our email and SMS databases, focusing on acquiring high-quality subscribers and maximising customer engagement.

·       CRM Campaigns: Plan, build and execute targeted email and SMS campaigns, aligning with product launches, key trading periods and wider business objectives.

·       Automation & Flow Optimisation: Develop, test and optimise automated customer journeys to increase flow revenue, improve conversion rates and drive repeat purchases.

·       Loyalty Scheme: Lead the strategy, development and launch of a customer loyalty programme to encourage repeat purchases, reward high-value customers and strengthen brand loyalty.

·       Win-Back & Reactivation: Develop creative, commercially driven initiatives to re-engage lapsed customers beyond standard email flows.

·       Customer Lifetime Value: Monitor and improve customer LTV, identifying opportunities to increase long-term customer value and profitability.

·       Reporting & Performance Analysis: Own CRM reporting, tracking key metrics including campaign and flow revenue, database growth, retention rates, repeat purchase rates and customer LTV. Translate insights into actionable recommendations and growth initiatives.

·       Cross-Functional Collaboration: Work closely with e-com, marketing and merch teams to deliver effective customer-focused campaigns and initiatives.

·       Paid Media & Agency Oversight: Work alongside our paid media agency to review performance, challenge strategies and identify opportunities.

Skills & Experience:

·      Minimum of 5 years of CRM experience and customer retention, ideally within fashion e-commerce, with proven experience developing and executing commercially driven retention strategies.

·      Strong understanding of customer retention strategies, customer LTV, repeat purchase behaviour and customer acquisition costs.

·      Experience conducting customer cohort analysis and identifying opportunities to increase customer value over time.

·      Experience developing and implementing customer loyalty schemes, ideally including launching a programme from scratch.

·      Hands-on experience with Klaviyo or similar CRM platforms, including email and SMS campaigns, segmentation and automated customer journeys.

·      Experience using Triple Whale, Google Analytics and Shopify to track marketing performance and identify opportunities to improve retention and profitability.

·      Proven ability to develop creative customer win-back and reactivation strategies beyond standard email automation.

·      Strong analytical skills, with the ability to interpret customer data and turn insights into commercially driven initiatives.

·      Practical experience with Meta Ads and Google Ads, including the ability to set up and optimise campaigns and work effectively with external agencies.

·      Commercially minded, proactive and results driven.

·      Strong communication and organisational skills, with the ability to collaborate across teams.

Why Join Treats?

·      This is an opportunity to take real ownership of customer retention and loyalty at a pivotal stage in the growth of Treats and Treats Kids.

·      You'll have the opportunity to shape our CRM strategy, build a loyalty programme and introduce new ways of understanding, engaging and growing our customer base.

·      As part of a fast-moving, founder-led business, you'll have the freedom to bring ideas to the table, take ownership of initiatives and see the direct commercial impact of your work.