CRM & Digital Retention Manager

ABOUT RIPPLE⁺

ripple⁺ is one of the fastest-growing consumer wellness brands in the UK and USA, creating zero-nicotine, plant-based diffusers and at-home fragrance remedies. Utilising the power of botanicals that promote performance, focus, and relaxation, ripple⁺ sits at the intersection of wellness, design, and lifestyle.

With a rapidly growing DTC business across Shopify UK and US, a subscription programme, and a significant retail footprint including Selfridges, Liberty London, Walmart and Walgreens, we are scaling fast. This is a rare opportunity to take genuine ownership of our CRM and digital retention function at a pivotal moment in the brand's growth.

THE ROLE

We are looking for a commercially sharp, data-driven CRM & Digital Retention Manager. This is not a supporting role; you will have ownership of the CRM function across email, SMS, and lifecycle marketing, with direct impact on LTV, repeat purchase rate, and subscriber retention.

You will work independently, move fast, bring structure, and be the internal expert on everything from Klaviyo flows to cohort analysis. You will sit within the marketing team and report directly to senior leadership, with significant autonomy to build and execute.

KEY RESPONSIBILITIES

Lifecycle & CRM Strategy

• Own and evolve the CRM roadmap across email and SMS, from welcome and onboarding to repurchase, winback, and loyalty
• Design and manage end-to-end customer lifecycle journeys that drive repeat purchase and reduce churn
• Build and maintain a robust segmentation framework across the full customer database (UK & US)
• Develop personalisation strategies based on purchase behaviour, product affinity, and engagement signals

Campaign Execution & Automation

• Plan, build, test, and optimise all automated flows and broadcast campaigns in Klaviyo & SMS
• Manage promotional calendar in coordination with wider marketing, NPD, and commercial teams
• Ensure deliverability, inbox health, and list hygiene are maintained to >98% delivery rates

Subscription & Loyalty

• Take ownership of subscriber retention KPIs — churn rate, active subscriber count, skip/cancel flows
• Build and optimise subscriber-specific lifecycle journeys to extend subscriber LTV
• Work with the eCommerce team to develop and evolve the ripple⁺ loyalty programme

Data, Reporting & Optimisation

• Build and own weekly/monthly CRM dashboards tracking all key retention metrics
• Run a continuous A/B testing programme across subject lines, send times, content, and segmentation
• Conduct regular cohort analysis to understand retention curves and inform acquisition strategy
• Partner with the Head of Acquisition to ensure CRM insight feeds paid media and audience strategy

Cross-functional Collaboration

• Work closely with eCommerce, creative, and product teams to ensure CRM is integrated across the full customer experience
• Brief creative assets for email and SMS — strong copy instincts and design eye required
• Collaborate with Customer Success on post-purchase communications and complaint-driven winback

WHAT WE'RE LOOKING FOR

Essential

• 3–5+ years of hands-on CRM / lifecycle marketing experience in a DTC, eCommerce, or consumer subscription business

Desirable

• Experience with SMS platforms (Attentive, Postscript, or Klaviyo SMS)
• Familiarity with CDPs or zero-party data tools (Segment, Octane AI)
• Experience in wellness, beauty, FMCG, or lifestyle DTC brands
• Exposure to loyalty platforms (LoyaltyLion, Yotpo, Smile.io)
• Experience working across both UK and US markets

Character & Culture Fit

• Thrives in a fast-moving, founder-led environment with high ownership and low bureaucracy
• Proactive and solutions-oriented — identifies problems and fixes them without waiting to be asked
• Genuinely excited by the ripple⁺ brand and mission
• Clear communicator who can translate data into plain-English insight for non-technical stakeholders

WHY RIPPLE⁺?

• Real ownership from day one — this is not a supporting role within a large team