CRM & Retention Manager

CRM & Retention Manager - Reformed £45,000 - £60,000 per annum + benefits Remote - UK based We’ve teamed up with the fast-growing wellness brand, Reformed, who are now looking to secure a CRM & Retention Manager to take full ownership of their customer lifecycle and drive long-term growth. This is a high-impact role for someone who thrives on ownership, enjoys working cross-functionally, and wants to play a key part in shaping how a modern DTC brand builds lasting customer relationships. About Reformed Reformed is building a new standard in wellness, focusing on helping people create sustainable habits that actually stick. Blending science-backed products with thoughtful brand experience, Reformed is designed for long-term change, not quick fixes. Every touchpoint is built to support consistency, trust, and real results. As a growing DTC brand, Reformed is focused on building a deeply engaged customer base and a product ecosystem that keeps customers coming back. Role Overview As CRM & Retention Manager, you’ll own and elevate the entire customer lifecycle, from first purchase through to repeat behaviour and long-term engagement. This role goes beyond campaign execution. You’ll be responsible for building the strategy, systems, and frameworks that drive retention, improve customer experience, and increase lifetime value. You’ll work closely with Growth, Product, Creative, and Operations to ensure retention thinking is embedded across the business. What You’ll Be Doing Lifecycle Strategy & Ownership Develop and execute the overarching retention and lifecycle strategy Build frameworks that increase engagement, reduce churn, and drive LTV Take full ownership of the customer journey across all touchpoints CRM Execution Manage CRM channels end-to-end (Email & SMS) Build and optimise automated lifecycle flows Deliver high-performing weekly campaigns that educate, convert, and engage Data & Insights Analyse customer behaviour, churn trends, and campaign performance Translate data into clear actions and opportunities for growth Define and track key retention metrics and KPIs Cross-Functional Collaboration Work closely with Growth, Product, Brand, and Creative teams Embed retention thinking into product launches, campaigns, and messaging Align lifecycle strategy with broader brand and growth initiatives Testing & Optimisation Continuously test segmentation, messaging, and campaign structure Improve attribution, reporting, and performance tracking Drive a culture of experimentation and continuous improvement Customer Experience Contribute to shaping the overall customer experience beyond CRM Identify friction points and opportunities across the journey Ensure every touchpoint supports long-term engagement and trust What We’re Looking For 2+ years’ experience in CRM, lifecycle, or retention marketing within a DTC or eCommerce brand Proven experience building lifecycle strategies and automated flows Strong understanding of: Segmentation and personalisation Attribution and reporting Churn reduction and LTV growth Hands-on experience with tools like Klaviyo, Attentive, or similar Highly analytical with the ability to turn data into action Strong communicator, comfortable working cross-functionally Proactive, fast-moving, and comfortable in a high-growth environment Salary & Benefits £45,000 - £60,000 per annum (depending on experience) Fully remote role High ownership role with real impact on growth Opportunity to shape retention strategy in a scaling brand Fast-paced environment with strong progression opportunities If this sounds like you then hit apply or email Ben on [email protected] to find out more! Reformed is committed to building a diverse and inclusive team. We welcome applications from all backgrounds and are happy to support any adjustments throughout the process. Apply To This Job