Hi, we’re Penfold - we’re on a mission to help everyone save enough to be comfortable in later life! There’s over a trillion pounds sitting in UK pensions – but most of it is with legacy providers offering outdated products and poor service. We’re here to change that. Penfold is building the pension of the future – a modern, tech-first platform that makes saving for later life easy, engaging and accessible for everyone. We’re a growing team of 60 builders across London and Tallinn, backed by some of the world’s leading FinTech investors. Having raised £25M, we manage £800M in pensions for over 100,000 savers and thousands of businesses — and we’re on track for profitability next year. As one of our first 60 hires, you’ll play a key role in shaping our culture and have loads of opportunity to grow, progress and make your mark. About the role We're looking for a meticulous, self-sufficient, and insight-driven CRM Manager to own and elevate our customer lifecycle marketing strategy. Your primary focus will be building engaging, data-led CRM programmes that drive customer engagement, retention, and lifetime value across our 120,000 pension savers. You'll design, execute and optimise automated and ad-hoc customer journeys, from onboarding through to active engagement and retention, ensuring every communication is relevant, personalised, and drives meaningful action. You'll also support our B2B lead nurturing efforts for employers and intermediaries, but customer CRM is where you'll spend 90% of your time. Reporting to the Head of Marketing, you'll have complete ownership of our CRM channels, email, push and in-app notifications, while independently collaborating closely with Product, Engineering, Operations, Sales, and Data teams. This role requires exceptional attention to detail, a rigorous testing mindset, and the ability to work independently to solve problems and deliver high-quality work without rounds of revision. If you love using data, creativity, and automation to build best-in-class lifecycle marketing programmes – and you take pride in getting the details right – we'd love to hear from you. Your responsibilities Customer CRM (Primary Focus) Own and evolve Penfold's customer lifecycle strategy, ensuring our communications are engaging, personalised, and drive key business outcomes (activation, engagement, retention, LTV growth). Design and build new,as well as optimise existing, automated customer journeys across the full lifecycle – onboarding, activation, engagement, feature adoption, reactivation, and retention. Optimise customer segmentation to deliver the right message, to the right person, at the right time, via the right channel – using behavioral data, product usage, demographics, and lifecycle stage. Create and deploy email and push notification campaigns, including all content creation, technical setup, QA, and deployment – ensuring flawless execution with zero errors. Champion a rigorous testing culture: implement A/B and multivariate tests to continually improve messaging, creative, timing, and channel performance. Deliver actionable insights from campaign performance and customer data – not just reporting numbers, but translating data into strategic recommendations that drive decision-making across Marketing, Product, and Operations. Proactively identify opportunities to improve customer engagement and retention based on data analysis, customer behavior patterns, and lifecycle gaps. B2B Lead Nurturing (Secondary Focus) Build and execute lead nurture automated programmes for our B2B prospects, employers and intermediaries (accountants), ensuring timely, relevant, value-driven content moves them through the sales funnel. Cross-Functional Collaboration Work closely with Product and Engineering to understand user journeys, identify friction points, and ensure CRM campaigns align with the customer experience. Collaborate with Operations and Data teams to ensure data integrity, segmentation accuracy, and compliance with GDPR and email best practices. Partner with the wider Marketing team to ensure brand consistency and alignment across all customer touchpoints. Skills and Experience: 3 years of hands-on CRM experience in a high-growth B2C/D2C environment (ideally, but not necessarily, in FinTech, SaaS, consumer tech, or digital services), with a strong focus on automated lifecycle marketing and customer retention. Proven track record of driving measurable business results through email marketing and CRM strategies – you can point to specific campaigns or programmes where you improved activation, engagement, retention, or LTV. Expert-level proficiency with CRM tools and ESPs – you're comfortable building complex automated journeys, advanced segmentation, dynamic content, and A/B tests without hand-holding. Meticulous attention to detail – your campaigns go out error-free the first time. You double-check links, test across devices, and catch mistakes before they reach the approval stage. Highly self-sufficient and resourceful – you proactively solve problems, find answers in documentation, leverage internal expertise, and don't need rounds of feedback to meet expectations. Strong analytical and insight-generation skills – you don't just report what happened; you dig into why it happened and what we should do next. You understand key CRM and business metrics (open rates, CTR, conversion rates, engagement trends, CAC, LTV) and can translate data into action. Deep understanding of customer psychology and lifecycle marketing – you intuitively understand where customers are in their journey, what motivates them, and how to craft messaging that resonates and drives action. Excellent copywriting and creative judgment – you can write clear, engaging, jargon-free customer communications and know what makes a campaign compelling. Up to date on email and CRM best practices, including GDPR compliance, deliverability, accessibility, and mobile optimisation. What We’re Looking For Be prepared to work hard! Ultimately, we’re looking for smart, hardworking & energetic people who get stuff done & are committed to contributing to a great team. So, if you’re excited about what we’re doing, get in touch – definitely don’t be put off if you don’t tick every box! Our application process: 1. Application Screening Questions Submit your CV and answer a few short questions about your CRM experience and approach 2. Intro Call (30 mins) A quick chat to introduce you to Penfold, learn about your experience and aspirations, and answer any questions 3. Experience Deep-Dive (45-60 mins) Dig into 2-3 campaigns or programs you've owned: your strategy, execution, results, and what you learned Discuss challenges you've faced, how you solved them, and your biggest CRM wins Understand your analytical approach, stakeholder management, and how you operate day-to-day 4. Take-Home Task (60 mins) To test your strategic thinking, execution quality, and attention to detail 5. Task Review Technical Interview (60 mins) Walk us through your task and discuss your approach 6. Culture Fit Session (45 mins) Meet some of our team members to see if we're a great fit for each other Benefits: We’re working hard to create a working environment where people feel empowered to do their very best work, make a big impact, and enjoy what they do. Specifically, our benefits package includes: A competitive salary; we proactively review salaries to make sure you get what you deserve Meaningful share options, you’ll own a part of Penfold and share in our success 10% pension contribution each month that you don’t need to match (on top of your salary) Medical insurance, through Vitality Unlimited holiday, we’re interested in your output, not how many holidays you go on! Hybrid working, we like people to come in to our office (so it would be great if you lived in the London area) at least a couple of days a week to collaborate, but we trust you to get your work done in whatever environment suits you Great community office space, plenty of people come into our wonderful private office near Borough Underground station. Free tea, coffee, soft drinks and snacks Free company lunch every week (e.g., Borough Market, Mercato Metropolitano) Laptop and any WFH equipment you need Option to buy a bike tax free, and spread the cost (using the cycle to work scheme) Learning and Professional Development – we conduct regular 360 feedback and focus on role progression that suits each individual. We support everyone with courses, events and coaching to help everyone reach their goals Quarterly company socials, and regular meet-ups throughout the year too! Plus a host of other benefits – see here: https://getpenfold.com/careers We are 100% committed to building a diverse and representative team. Whatever your race, religion, colour, national origin, gender, sexual orientation, age, marital status, or disability - we want to hear from you. If you have questions about the role or the company or the interview process, please let your recruiter know and we’re happy to answer these anonymously if that makes you feel more comfortable. We’re all about giving every candidate the best chance to shine. If you require any reasonable adjustments to the job description, application, or selection process, just let us know — we’d be happy to help. When it comes to hiring, we focus only on your skills, experience, and how you live our values. As part of our hiring process, we may record your interview and use AI tools to generate notes. This helps us capture details accurately and ensures a fair review by our hiring panel. By attending an interview with Penfold, you consent to the use of recording and AI-generated notes for this purpose. If you have any concerns or would prefer not to be recorded, please let us know in advance.