Head of CRM, Loyalty and Retention
Protein Works is a high-growth DTC nutrition brand with a clear mission: help people live healthier, happier lives through the power of nutrition. Protein Works is a brand with a genuinely loyal community, strong product-market fit, and real growth ambition.
This is a senior role for a commercially minded CRM and retention leader who can combine strategic thinking with hands-on execution. You will own the customer lifecycle across email, SMS, loyalty, subscriptions and retention journeys, ensuring we deliver the right message, to the right customer, at the right time.
You will work closely with Trading, Brand, Product, Data, Digital and Creative teams to build best-in-class customer experiences that drive revenue, engagement and long-term loyalty.
Key Responsibilities
Lead the CRM, retention, subscription and loyalty strategy across the UK and international markets.
Own and optimise customer lifecycle journeys, including welcome, onboarding, replenishment, winback, reactivation, loyalty and VIP programmes.
Drive repeat purchase, customer lifetime value, subscription growth and retention rate improvements.
Lead the email and SMS trading calendar, balancing commercial performance with customer experience.
Develop segmentation and personalisation strategies based on cohort analysis, customer behaviour, product interest, purchase frequency and lifecycle stage.
Work with Data and Insight teams to understand customer cohorts, churn, purchase patterns and retention opportunities.
Build and optimise automated CRM flows across email, SMS and other owned channels.
Partner with Trading and Product teams to support product launches, seasonal campaigns, promotional moments and category growth.
Own loyalty and rewards initiatives, identifying ways to increase engagement, advocacy and repeat purchase.
Lead reporting across CRM, retention and loyalty, turning performance data into clear actions.
Manage and develop the CRM team, setting clear priorities, standards and development plans.
Work with external platforms and partners to maximise the performance of CRM, SMS, loyalty and subscription tools.
Skills & Experience
Must-Have
5+ years in a retention, CRM, or lifecycle marketing role - ideally in DTC ecommerce or subscription
Proven track record of improving LTV, reducing churn, and growing a subscription base commercially
Strong CRM platform proficiency
Data-literate: comfortable owning cohort analysis, building retention dashboards, and presenting commercial impact
Experience working with multiple customer segments, not just a single persona
Nice-to-Have
Experience marketing in health, nutrition, wellness, or FMCG DTC
Familiarity with health and wellness consumer trends and how they're reshaping acquisition strategies
Experience with TikTok Shop or affiliate/influencer performance channels
Background in building or scaling a paid media team
Behaviours & Traits
Commercially wired you need to think in LTV, contribution margin, and payback periods, not just campaign metrics
Ownership mindset - you don't wait to be told; you identify the gap and go close it
Comfortable with ambiguity - the playbook doesn't fully exist yet; you'll write it
Bias for testing - you run experiments, read the data, and act on it quickly
Customer-obsessed without being soft - you understand what makes Protein Works' community tick and you use that commercially
REF-229011
TPBN1_UKTJ