The CRM Loyalty & Lifecycle Manager owns the strategy, planning and performance of lifecycle and loyalty communications across digital and offline channels.
This role is responsible for designing how we engage customers beyond core trade campaigns – from onboarding and early-life journeys through to VIP engagement, retention and reactivation. You will lead The Club loyalty proposition and ensure all lifecycle activity drives long-term customer value.
Working across Email, Push, SMS and Direct Mail, you will define personalised, data-led journeys and campaigns that improve retention, increase customer lifetime value and strengthen brand loyalty. You will also own lifecycle-led offline activity, including targeted Direct Mail, sampling and parcel inserts, ensuring these channels are fully integrated into the wider customer journey.
- Define and own the lifecycle CRM strategy across Email, Push, SMS and Direct Mail, aligned to brand, trade and business priorities.
- Own all lifecycle and loyalty activity, including automated journeys (e.g. welcome, post-purchase, lapsed), VIP communications, sampling, inserts and loyalty-led offline campaigns.
- Lead The Club and wider loyalty proposition, driving engagement, retention and membership growth.
- Prioritise lifecycle and automation projects based on commercial value, customer insight and technical feasibility.
- Define promotional strategy within lifecycle and loyalty activity, including offer structure, eligibility and timing.
- Develop clear campaign and journey briefs, including objectives, audiences, KPIs and measurement frameworks.
- Approve lifecycle campaign calendars, audience targeting and creative briefs, ensuring alignment with wider CRM and trading plans.
- Partner with the CRM Campaign & Data Executive to define segmentation, control groups and targeting logic across lifecycle journeys.
- Work closely with CRM Team to deliver and optimise automated journeys and campaigns across channels.
- Define and own lifecycle-led offline CRM activity, including Direct Mail, sampling and parcel inserts – from targeting and briefing through to performance review.
- Define and oversee lifecycle and loyalty testing roadmap, including A/B and multivariate testing across channels.
- Monitor and review performance across lifecycle and loyalty programmes, identifying optimisation opportunities and sharing insights with senior stakeholders.
- Use customer, channel and lifecycle insights to continuously refine targeting, journey design and communication strategy.
- Line manage and develop the CRM Loyalty Assistant and CRM Campaign & Data Executive, ensuring strong delivery, clear prioritisation and ongoing development.
Traits
- Commercially minded, with a strong focus on driving customer lifetime value and retention.
- Strategic thinker who can translate customer insight into clear lifecycle plans.
- Highly collaborative, able to work effectively across CRM, Creative, Trade and Insights.
- Proactive and solution-oriented, comfortable leading cross-functional initiatives.
- Detail-oriented but able to balance long-term strategy with day-to-day delivery.
Experience
- Strong experience in CRM, with a focus on lifecycle, loyalty or retention marketing.
- Proven experience managing multi-channel CRM programmes across Email and Direct Mail is a must, SMS and push would be advantageous
- Experience developing and optimising automated customer journeys.
- Experience working with loyalty programmes or VIP customer strategies.
- Experience using CRM/ESP platforms such as Ometria, Bloomreach, Braze, Klaviyo or similar.
Capabilities
- Strong understanding of customer lifecycle frameworks, segmentation and retention strategies.
- Ability to define targeting approaches, control groups and test structures to measure incrementality.
- Confident analysing campaign and journey performance to drive optimisation.
- Ability to prioritise initiatives based on commercial impact and feasibility.
- Strong briefing and planning skills, with the ability to align multiple stakeholders.
Success in the Role
- Lifecycle and loyalty strategy is clearly defined and delivers measurable improvements in retention and customer value.
- Automated journeys are effective, scalable and continuously optimised.
- Loyalty programme engagement and performance improves over time.
- Lifecycle-led offline activity (Direct Mail, sampling and inserts) is well targeted, commercially effective and fully integrated with digital journeys.
- Strong collaboration across CRM, Creative, Trade and Insights teams drives more effective campaigns.
- Testing and optimisation frameworks lead to continuous performance improvement.
At The White Company, we value our employees for always going the extra mile for every one of our customers; we reward this with great benefits and competitive salaries.
- Discount -Up to 50% discount and access to regular Sample Sales
- Holiday - 25 days rising to 28 with length of service
- Holiday Buy – opportunity to buy up to 5 days holiday
- Pension Scheme - enrolled in our Group Personal Pension schemes upon joining the business.
- Bonus - In addition to our competitive salaries, all our employees are entitled to join a discretionary bonus scheme (based on policy eligibility)
- Wagestream Money Management app - access to Wagestream gives you power over your pay and supports financial wellbeing
- Continued Development – We offer structured support from our own in-house Learning and Development Hub
- Salary Sacrifice scheme for Electric vehicles (dependent on grade and meeting policy eligibility)
- Continued Development - Inclusion on our Leadership Development Programme (eligibility for contracts of 6 months plus Grade D & E roles only)
- Continued Development – We offer structured support from our own in-house Learning and Development Hub
- Private Healthcare with additional Babylon Digital Healthcare (based on contract duration)
- Life Assurance
- White City House (Soho House Group)Tenants Membership at a discounted rate, offering access to facilities in the House
Additional Benefits
- Fruit basket daily
- Tea and coffee provided
- Working from Home - option to work from home on Mondays and Fridays
- Social - Christmas party/social events throughout the year
- Seasonal Sample Sales
- Volunteer Day - with a charity of your choice
- Great Location - Close to transport links - over ground Shepherds Bush station /underground White City & Wood Lane stations. Westfield shopping centre with shops restaurants/bars/cinema and gyms
At The White Company we are committed to creating an inclusive culture that welcomes and celebrates a diversity of backgrounds and identities.
We are working together to ensure our environment is one where people can bring their authentic selves to work, where their contribution is valued, ability enhanced, and perspective appreciated. Where difference is respected, encouraged, and celebrated. Where you can feel you belong.
We are committed to an active Equality Diversity and Inclusion Policy, which starts with our recruitment and selection process.
We'd love you to join us on our journey.
We are committed to building a sustainable legacy that will enable a brighter future for people and our planet.’ We believe this should be reflected in everything we do.
