We’re looking for a commercially minded CRM & Retention Lead to own customer lifecycle marketing across Girls With Gems. This role is about one thing: getting more customers to come back, more often, and increasing customer lifetime value.

You’ll own email, SMS, loyalty, lifecycle automation, segmentation and retention strategy end-to-end. This is not just a campaign execution role - we want someone who can look at customer data, find opportunities, build the strategy, execute it and improve it over time.

What you'll own

- CRM strategy across the full customer lifecycle
- Email marketing strategy, campaign calendar and execution
- SMS marketing strategy and execution
- Automated lifecycle journeys across welcome, browse, cart, post-purchase, win-back, VIP and reactivation
- Customer segmentation and personalisation
- Loyalty program strategy and optimisation
- Repeat purchase and retention initiatives
- Customer cohort analysis and behavioural insights
- A/B testing across campaigns, flows, offers, timing and messaging
- Affiliate marketing and partner performance
- Reporting on CRM performance and commercial outcomes




- Identifying new ways to increase purchase frequency and customer lifetime value

What we're looking for

- 3-5 years’ experience in CRM, lifecycle or retention marketing
- Strong e-commerce experience
- Solid hands-on experience with Klaviyo
- Deep understanding of automation, segmentation and personalisation
- Strong commercial and analytical mindset
- Comfortable working with customer data and performance reporting
- Strong Shopify Plus experience
- Strong copywriting and attention to detail
- Able to take ideas from strategy through to execution and optimisation
- Comfortable working in a fast-moving environment with high ownership
- Fashion, beauty or DTC experience highly regarded
- Loyalty and affiliate experience highly regarded

This is a high-ownership role with the opportunity to build and improve a major part of the business. We’re looking for someone who is commercially sharp, curious about customer behaviour, fashion and constantly asking how we can make the customer lifecycle more effective.

📌 Senior CRM & Retention Lead (Rosebery)
🏢 Girls with Gems
📍 Rosebery