Job Role: CRM Manager
Based: Winsford, Cheshire
Reports to: CEO
Salary: £40,000-60,000 depending on experience
About Valentte
We’re Valentte, a fast-growing home fragrance brand with big ambitions.
From our home in Cheshire, we create, manufacture and fulfil our own range of home fragrance and personal care products, selling directly to a customer base of more than 1 million people.
We’ve grown quickly, but we believe there’s a much bigger opportunity ahead of us - particularly in how we build relationships with our customers after their first purchase.
That’s where you come in.
The Role
We’re looking for a commercially minded, data-driven CRM Manager to take ownership of CRM at Valentte and help build the next stage of our customer growth engine.
CRM is already an important part of our business, with a customer base of 1m+ and significant email activity. But we know we can do much more.
You’ll own our email programme, build a smarter and more sophisticated lifecycle strategy, and lead our expansion into SMS and WhatsApp. You’ll use customer behaviour, segmentation, personalisation and testing to make every communication more relevant - and ultimately turn more first-time customers into loyal Valentte customers.
This is a hands-on role with real ownership. You’ll be close enough to the detail to build, test and optimise campaigns yourself, while having the freedom to shape the strategy, systems and roadmap behind them.
If you love the combination of creativity, customer psychology, data and commercial performance, there’s a lot to get your teeth into.
Your Career Accelerator
This isn’t a role where you inherit a finished CRM machine and simply keep it running.
You’ll have the opportunity to build what great CRM looks like at Valentte.
You’ll take a database of more than 1 million customers and help us become dramatically better at understanding them, communicating with them and keeping them coming back.
Over your first 12 months, you’ll have the opportunity to evolve our lifecycle programme, accelerate our use of Bloomreach, introduce new channels including SMS and WhatsApp, develop more sophisticated segmentation and personalisation, and create a much stronger testing and measurement culture.
And because we’re a founder-led, fast-moving business, good ideas don’t have to travel through layers of approval before they happen.
You’ll be able to see the impact of what you build - in the customer experience and in the numbers.
What You’ll Own
- The CRM strategy: Own and evolve our customer lifecycle strategy, balancing immediate commercial performance with long-term retention and customer lifetime value.
- A 1m+ customer database: Develop smarter ways to segment, understand and communicate with our customers, making our marketing increasingly personalised and relevant.
- Email performance: Own and optimise our email programme, balancing campaigns with automated lifecycle journeys to drive revenue without compromising engagement or deliverability.
- Lifecycle automation: Build, test and continuously improve journeys including welcome, post-purchase, cross-sell, replenishment, reactivation and winback.
- SMS & WhatsApp: Lead our expansion beyond email, developing these channels from initial strategy and testing through to meaningful contributors to CRM revenue.
- Bloomreach: Become the internal owner and champion of the platform, finding new ways to use its capabilities as our CRM operation matures.
- Testing & optimisation: Build a strong experimentation culture across messaging, creative, offers, timing, frequency, segmentation and journeys.
- Customer insight: Turn CRM and behavioural data into actionable insights that help us understand what our customers want and what makes them come back.
- Commercial performance: Connect CRM activity to the metrics that really matter - revenue, repeat purchase rate, retention and lifetime value.
- CRM excellence: Protect deliverability, list health, consent management and GDPR standards while building efficient, organised ways of working.
You’ll work closely with our Marketing, Creative and E-commerce teams to make CRM an increasingly connected part of the overall Valentte customer experience.
What Success Looks Like
We won’t measure success by how many emails you send.
We’ll measure it by the customer and commercial impact you create.
You’ll know you’re succeeding when CRM is contributing more revenue, more customers are coming back to Valentte, and automated lifecycle journeys are doing more of the heavy lifting.
Our customer communications will become increasingly personalised and relevant. We’ll understand our customer base better. Testing will become systematic rather than occasional.
And within your first 6–12 months, SMS and WhatsApp will have moved from opportunities on a roadmap to established, measurable parts of our CRM programme.
Behind all of that will be a CRM operation that is organised, measurable, commercially sharp and capable of scaling with the business.
About You
You’re someone who enjoys building and improving, rather than simply maintaining what already exists.
You’ll probably have:
- 3+ years’ experience in CRM, lifecycle marketing or email marketing, ideally within e-commerce or a consumer brand.
- A proven track record of using CRM to drive revenue, repeat purchase and retention.
- Strong hands-on experience building automated lifecycle journeys, segmentation and testing programmes.
- Experience with Bloomreach or another sophisticated CRM/marketing automation platform. Bloomreach experience is helpful, but we’ll provide training if you haven’t used it before.
- A strong analytical mindset. You’re comfortable getting into the numbers, finding the story and deciding what to do next.
- An instinct for the customer as well as the data - you understand that great CRM should feel useful and relevant rather than like more marketing.
- Experience with SMS and/or WhatsApp, or a clear understanding of how these channels can fit into a broader lifecycle strategy.
- Strong organisational and project-management skills, with the ability to turn ideas into things that actually get launched.
- Comfort working in a growing business where not every process has already been written for you.
And if you happen to be slightly obsessed with candles, diffusers and making your home smell amazing, you’ll fit in nicely.
How We Work
We’re a grounded, founder-led business with ambitious plans.
Our products are manufactured and fulfilled from our two facilities in Winsford, Cheshire, while our marketing and creative work is largely built by our own in-house team. That gives us something we value enormously: speed.
We can have an idea, make a decision and get something into the hands of customers without navigating endless layers.
We’re ambitious about where Valentte can go, but we want to enjoy building it too.
We value people who take ownership, stay curious and continually look for a better way of doing things. People who care about the customer and the commercial result. People who collaborate without ego and are happy to roll their sleeves up when something needs doing.
We work hard, move quickly and hold ourselves to high standards - while remaining friendly, supportive and grounded.
If that sounds like the kind of environment where you do your best work, we’d love to hear from you.
Pay: £40,000.00-£60,000.00 per year
Benefits:
- Casual dress
- Employee discount
- Flexible schedule
- On-site parking
- Work from home
Application question(s):
- How many years of experience do you hold in CRM?
- Are you able to commute to Winsford 4 days per week?
- Do you have experience in direct to consumer email, whatsapp and sms communication and lifecycle automations?
Work authorisation:
- United Kingdom (required)
Work Location: In person
