Job Title: Customer Relations Management (CRM) Manager
Location: PPF, Radius, One City West, Leeds, LS12 6NJ
A bit about us…
At Pure, we're passionate about transforming dogs' lives through better nutrition. Born from a friendship between two dog-loving friends and a shared vision, we've grown into something truly special - a UK-based company that's leading the pack in healthy, tailored dog nutrition.
We're not just another pet food company – we put paws and people first with dogs and their owners driving our decisions. We craft healthy, perfectly portioned meals that delight dogs and keep bowls sparkling clean. But what really makes us different is how we support our pet families every step of the way. Through expert advice and personalised communication, we're right there beside them on their journey of giving their four-legged family members the best possible life.
What’s in it for you...
· An annual salary of between £45,000 - £50,000 DPE.
· Hybrid working – 3 days on site at our brand-new bespoke office in Leeds (Radius, One City West).
· 33 days holiday (including Bank Holidays).
· Enrolment within our discretionary business performance 10% annual bonus plan (following successful probation).
· Free dog food up to £100 per month.
· Small business with a family feel!
· Salary Exchange Company Pension.
· Team social events and the opportunity to support local charities, with 2 paid volunteer days available each year.
· Free on-site Parking.
· A supportive working environment within a very dynamic growing business that supports personal development goals.
· Cycle to work scheme.
· EV SS Car Scheme.
· Bring your dog into work.
The CRM Manager role…
Pure is seeking an experienced, commercially driven CRM Manager to lead lifecycle marketing and customer engagement across our UK and EU markets, driving retention, loyalty and long-term customer value.
As the CRM Manager, working within the wider Customer Experience and Product team, you will oversee the strategic direction and optimization of our customer journeys, working closely with the CRM Executive to drive both acquisition and retention through automated email marketing, SMS, WhatApp and direct mail. Your role will focus on test-and-learn strategies to improve customer sign-ups, nurture relationships, and re-engage customers with lapsed or cancelled memberships.
By combining customer insight, analysing data and segments, you will be responsible for strengthening relationships with customers through enhanced personalisation, delivering more relevant experiences that drive loyalty, increasing share of wallet and maximising customer lifetime value.
Duties and responsibilities of the role are:
- Automation Strategy & Optimisation: Lead the development and optimization of automated customer journeys, including onboarding, nurturing, retention, loyalty and re-engagement campaigns.
- Channel optimisation: Own and optimise CRM channels, including but not limited to email, SMS, WhatApp and direct mail ensuring the right message reaches the right customer through the right channel at the right time, maximising engagement, relevance and commercial performance.
- Test & Learn: Implement a robust testing framework for automated journeys, continually refining content, messaging, timing, and flow to improve key metrics such as retention rates, reactivation rates, and overall customer lifetime value.
- Segmentation & Personalisation: Develop and evolve advanced segmentation and personalisation strategies to ensure customers receive relevant, timely and engaging communications. Work closely with the CRM Executive to effectively segment audiences using behavioural, transactional and customer data, whilst incorporating industry best practices and emerging engagement tactics, including gamification.
- Campaign Performance Analysis: Analyse and report on the performance of automated campaigns and tactical activity, using data to inform ongoing improvements and adjustments. Sharing monthly reporting with the wider business and performance board.
- Template building: Build email templates in Iterable and work alongside the creative team to build design templates which allow for easy asset creation and improve team efficiency and speed to launch. Good level of experience on design software and HTML understanding preferred.
- Collaboration: Work closely with other teams, including Growth Marketing, Digital Product, Design, Brand and Data Analytics, to align CRM strategies with overall business objectives and customer experience initiatives.
- Activity planning & Workload management: Create and maintain a customer-centric communications roadmap that delivers against business objectives while remaining agile to emerging opportunities. Use CRM activity to drive engagement, increase attachment rates and grow AOV.
- Customer Retention & Reactivation: Develop strategies across our markets to reduce churn by focusing on customer retention and reactivation of cancelled subscriptions through targeted campaigns.
- Leadership & Development: Manage and mentor the CRM Executive, ensuring they have the support and resources they need to succeed in their day-to-day tasks.
About you…
- Ahead of the pack: You adopt an active approach; you aim to be one step ahead both individually and within your team. You are a team player, you enjoy sharing ideas and solutions and encourage the CRM executive to share ideas.
- Paws & People First: You’ll recognize that the health of dogs and their owners drive our decision making.
- Best in Show: You are motivated, committed and ambitious. Focused on enhancing Pure Pet Foods customer experience.
- New tricks: You are curious, understand there are new and possibly better ways of doing things and you strive to find best fit solutions for Pure Pet Food. You’ll be interested in personal development and actively participate in learning to facilitate your growth.
It’s essential that you have:
- Proven experience in CRM and lifecycle management, particularly with customer journey automation and retention strategies. Ideally within a DTC environment.
- Strong understanding of email marketing best practices and platforms (e.g. Iterable, Klaviyo, Braze or similar).
- Experience managing and optimizing customer journeys across multiple channels (email, SMS, direct mail).
- Strong analytical mindset, with experience in A/B testing and using data to drive strategic decisions.
- Experience building segmentation, personalisation and behavioural triggered customer journeys.
- Comfortable balancing strategic thinking with hands-on execution.
- Commercially minded with a strong grasp of metrics including LTV, repeat purchase rates, AOV and churn.
- A customer-centric approach, with a passion for improving customer experiences and driving long-term loyalty.
- Excellent communication and leadership skills, with the ability to collaborate cross-functionally and manage a growing team.
Job Types: Full-time, Permanent
Pay: £45,000.00-£50,000.00 per year
Benefits:
- Company pension
- Employee discount
- On-site parking
Work authorisation:
- United Kingdom (required)
Work Location: In person
