TEAM: Consumer Sales
COMPANY: Gimmersta Wallpaper UK Ltd (Hovia)
REPORTS TO: Head of Consumer Sales
EMPLOYMENT TYPE: Full-time
Salary: £42,000 - £48,000
ROLE DESCRIPTION
The CRM & Lifecycle Manager owns the customer lifecycle strategy, driving retention, repeat purchase, and Customer Lifetime Value through data-led CRM, segmentation, marketing automation, and data-driven insights.
The role connects customer insight with communication strategy, ensuring messaging across campaigns, product launches, and selected PR activity is commercially effective, brand-aligned, and performance-driven. By linking traffic, onsite behaviour, and retention data, the position plays a central role in delivering sustainable revenue growth.
Objective:
Increase Customer Lifetime Value (CLV) and retention by delivering highly relevant, data-driven customer communication and lifecycle optimisation across all markets.
Key KPIs:
- CLV (Customer Lifetime Value)
- Retention Rate & Repeat Purchase Rate
- CRM Revenue (sales attributed to email flows & Campaigns)
- Engagement rates (CTR/ Open Rate / Unsubscribe etc.) in campaigns
- Sample to Product Purchase conversion Rate
- Overall funnel efficiency (drop-offs, segment behavior)
AREAS OF RESPONSIBILITY
CRM & Marketing Automation
- Design, build, and continuously optimise automated communication flows and campaigns across acquisition, post-purchase, retention, reactivation, and loyalty.
- Develop advanced segmentation and personalisation strategies based on behavioural and transactional data. Ensure localisation and optimisation across international markets - liaising with internal Global teams.
- Own campaign planning and execution, including audience logic, targeting, timing, coordination with Tech and Creative, and structured post-campaign performance analysis.
- Lead the development and execution of the discount strategy, spanning onsite promotional activity and automated lifecycle discount structures.
- Collaborate with Brand & Creative to develop content that strengthens the customer journey, while remaining performance-focussed.
Customer Insights & Analysis
- Monitor, analyze, and visualize the customer journey from first visit to repeat purchase.
- Identify bottlenecks and commercial opportunities in the funnel and propose improvements together with E-commerce and Performance.
- Conduct cohort, segmentation, and behavioural analysis to inform retention strategy.
- Produce ongoing reports (GA4, Looker, in-platform) and ad hoc insights for the team and organization.
Retention & Growth
- Develop and execute strategies to increase repeat purchase, loyalty, and customer satisfaction, utilising structured A/B testing programmes across channels.
- Own and optimise key lifecycle journeys such as sample-to-purchase and post-purchase education, installation guides, identifying friction points and opportunities to improve conversion and customer confidence.
- Collaborate cross-functionally to enhance both digital and physical touchpoints, including website content, CRM flows, packaging inserts, and supporting creative assets.
- Own customer satisfaction and feedback processes, including the interface with Customer Service, customer surveys, press, and Trustpilot.
Collaboration & Communication
- Work with E-commerce to align onsite messaging and behavioural triggers with CRM journeys.
- Collaborate with Performance, SEO, and agency partners to improve revenue per visitor by supporting targeted paid media strategy, creating ad copy, post-click experience, and ongoing channel optimisation.
- Share customer insights across the organization with a focus on the customer journey to support decision-making and prioritization.
- Drive continuous improvement of marketing activities and communication strategies to enhance efficiency, streamline execution, and improve commercial performance.
- Support PR management through use of supporting tools; including outbound and inbound coordination.
ROLE PROFILE
Commercially driven and analytically strong, this role combines lifecycle strategy with hands-on CRM execution. The ideal candidate has 5+ years experience working in a senior CRM role and is confident working with data, segmentation, and marketing automation, and comfortable owning revenue-linked KPIs.
They are structured, detail-oriented, and proactive, with a strong bias for testing, optimisation, and continuous improvement. Strong communication skills and the ability to influence cross-functional stakeholders are essential.
WHAT WE OFFER
This is an exciting, creative, and varied role in a fast-growing international company - surrounded by passionate colleagues who love design and innovation. The role is based at our beautiful office in the Baltic Triangle, Liverpool.
Our benefits include:
- 27 days annual leave in addition to bank holidays (plus option to carry over or purchase leave)
- Flexible working hours & hybrid working model
- Free onsite parking, Bike to Work & Season Ticket Loan schemes
- BUPA cash back health care plan & employee assistance programme
- Pension scheme
- Regular team socials & activities, including monthly yoga and seasonal parties.
If you’re ready to bring your skills to a team that values collaboration and innovation, we’d love to hear from you.
Pay: £42,000.00-£48,000.00 per year
Benefits:
- Casual dress
- Company events
- Company pension
- Cycle to work scheme
- Employee discount
- Flexitime
- Free parking
- Health & wellbeing programme
- On-site parking
- Sick pay
- Work from home
Ability to commute/relocate:
- Liverpool L1 0AR: reliably commute or plan to relocate before starting work (required)
Experience:
Language:
Work Location: Hybrid remote in Liverpool L1 0AR
