Head of CRM - #1677136

As Head of CRM, you’ll have full ownership of our customer retention and lifecycle marketing strategy. You’ll be responsible for developing and executing a regionalised, personalised CRM approach across both BAU and loyalty programmes with data at the heart of every decision.

You’ll lead a high-performing CRM team and work closely with cross-functional stakeholders to ensure our customer communications are timely, tailored, and commercially impactful. This role combines strategic thinking, deep customer insight, and hands-on execution all with the goal of building deeper relationships and boosting customer lifetime value.

About your responsibilities:

• Own the end-to-end CRM function, with full responsibility for retention KPIs and customer data.


• Build and optimise regionalised and personalised CRM strategies across BAU and loyalty campaigns.


• Support on customer cohort modelling and work closely with Finance and Trading functions to support forecasting and performance projections with CRM metrics at their core.


• Develop data-led customer retention strategies rooted in behavioural insight, segmentation and lifecycle planning.


• Design, test, and optimise journeys across email, SMS and be on the pulse of emerging CRM channels.


• Build and lead a high-performing CRM team by setting clear goals, nurturing talent, and fostering a culture of innovation.


• Champion the use of customer data across the business, acting as the go-to for insight and reporting.


• Collaborate closely with eCommerce, Brand, Digital, Product, CS and Tech teams to drive unified customer journeys and strong commercial outcomes.


• Own campaign reporting, testing frameworks and ongoing optimisation of the CRM programme.


• Stay ahead of industry trends and ensure the brand is at the forefront of CRM innovation and best practice.

About you:

• 6+ years of CRM experience in a fast-paced, digital-first or eCommerce/D2C business.


• Strong understanding of customer segmentation, cohort modelling, and retention metrics – and how to translate these into commercial action.


• Hands-on experience with Shopify, Klaviyo, LoyaltyLion, and Dixa (or similar tools).


• Data-driven mindset with the ability to turn insight into strategy and storytelling.


• Excellent stakeholder management and communication skills – you know how to collaborate for impact across functions.


• Strong people management skills with the ability to build, motivate and lead a high-performing team.

Why Adanola?

We're on a mission to becoming everybody's everyday uniform and we need great people with great attitudes to help work towards that. Adanola genuinely cares about the people we employ and as we grow will continue to always put People, Product and Profit, in that order. We're just getting started so you need to be ready to roll your sleeves up and get stuck in but in the most exciting and challenging way.

As well as that, we offer a list of benefits to our Adanola employees:

Bonus structure for all employees

Day off on birthday

25-day holiday minimum

An amazing city-centre office space

Subsidised food at Everyday Café

Private Medical Insurance

Flexible workplace (3 days a week in office)

Monthly well-being allowance

50% staff discount