Director of CRM Subscription & Loyalty
Location: London (Hybrid) 4 days office-based.
Salary: Up to £110,000, plus bonus and benefits
About the Brand
Fella & Jones are delighted to be working with a high-growth, supplement and lifestyle brand that is transforming the global wellness and beauty space. Built on innovation, science, and luxury positioning, this brand has quickly become one of the most talked-about names in the industry, with products that consistently generate international demand and a loyal following.
The Role
As Director of CRM, Subscription & Loyalty, you will have full ownership of CRM strategies and the subscription business, responsible for driving Monthly Recurring Revenue (MRR), optimising retention, and maximising customer lifetime value.
This is a strategic yet executional leadership role in which subscriptions are treated as a core sales channel. You will lead CRM strategy end-to-end, spanning acquisition, engagement, retention, and win-back, whilst working closely with senior stakeholders across eCommerce, Brand, and Customer Experience. Reporting directly to the Chief Commercial Officer, this role offers the chance to make a significant impact on one of the most compelling growth journeys in wellness today.
Key Responsibilities
* Take full ownership of the subscription P&L, forecasting, delivering and growing MRR
* Lead the CRM function, setting strategy across acquisition, lifecycle marketing and loyalty initiatives
* Collaborate with eCommerce, Brand and CX to optimise customer journeys and messaging for subscription growth
* Leverage data and analytics to forecast churn, improve retention and identify upsell and cross-sell opportunities
* Champion a test-and-learn culture across subscriptions, bundling, membership benefits and advocacy programmes
* Build, inspire and lead a high-performing team across CRM, Retention and Membership
What We Are Looking For
* A proven track record of scaling subscription-native consumer brands, ideally within cosmetics, supplements, food, wellness or lifestyle
* Strong commercial accountability, with experience of owning revenue targets and treating subscription as a growth channel
* Deep CRM expertise, covering lifecycle marketing, segmentation, automation and testing
* Technical fluency across CRM and subscription platforms, alongside strong data literacy
* A customer-focused leader with experience in premium or luxury environments
* An inspiring people manager who can foster and embed a high-performance culture
What’s on Offer
* Hybrid London working model, with international growth exposure
* Direct commercial influence, with a seat at the leadership table
* The opportunity to join a high-growth, innovation-led brand with a truly global footprint
An opportunity to work in the industry’s most innovative businesses, which offer progression and scope.
We would love to hear from you at Fella & Jones
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