Customer Relationship Management (CRM) Specialist
Reports to: Marketing Manager
Department: Direct to Consumer (DTC)
Location: London – Hybrid (4 days office-based, 1 day remote)
Contract: Full time, permanent
About the Role:
We’re looking for a Customer Relationship Management (CRM) Specialist to establish and lead the next phase of our customer engagement strategy at Derek Rose. This is a new and exciting role, offering the opportunity to build the CRM function from the ground up, defining best practices, introducing new tools and ways of working, and shaping how we communicate with our customers.
You’ll lead the development and delivery of our CRM strategy to drive retention, frequency and customer lifetime value. You’ll take ownership of customer insight, segmentation and reporting, translating data into actionable strategies that bring personalisation to life across all customer touchpoints.
Working closely with the Marketing, eCommerce, Retail and Client Experience teams, you’ll ensure our customer communications are consistent, data-led and aligned with both brand and commercial goals. This is a fantastic opportunity for someone who enjoys creating structure, testing ideas and driving impact through insight and innovation.
What You’ll Be Doing:
Customer Insight & Reporting
Develop and implement regular reporting to understand customer behaviour, lifetime value and retention trends.
Own and evolve our customer segmentation strategy (including RFM), identifying opportunities to leverage segments to increase engagement and revenue.
Champion the voice of the customer across the business, using insight to influence strategy and decision-making.
Present clear, actionable insights that inform marketing, trading and brand activity.
CRM & Rention Strategy
Lead the development and delivery of the CRM strategy to drive retention, frequency and lifetime value.
Own automated flows and lifecycle programmes, from welcome to win-back, ensuring they are optimised, relevant and measurable.
Develop the email marketing strategy and calendar, working with the Marketing Manager to deliver high-quality, on-brand communications that resonate with distinct customer segments
Own the day-to-day CRM communications plan, balancing trade and brand objectives.
Introduce a clear testing framework and performance tracking approach to continuously improve engagement and conversion.
Monitor industry trends and bring fresh thinking to ensure Derek Rose stays at the forefront of CRM and customer experience best practice.
Loyalty & VIP Programme Development
* Design, launch and manage Derek Rose’s first loyalty or VIP programme, focused on rewarding loyalty and advocacy.
* Define the strategy, structure and rollout plan for the programme, ensuring it supports both brand positioning and commercial goals.
* Collaborate with Retail, Client Experience and Marketing teams to ensure a seamless and premium customer experience across all channels.
* Review performance and identify opportunities to refine and grow the programme over time.
Collaboration & Special Projects
* Partner cross-functionally to ensure CRM activity supports broader business objectives.
* Lead CRM-related projects that enhance data capture, personalisation and technology integration.
* Establish clear ways of working and scalable processes to build out a best-in-class CRM function.
What You’ll Need:
* 4–6 years’ experience in CRM, ideally within retail or ecommerce.
* Strong analytical skills with proven experience interpreting customer and campaign data.
* Hands-on experience with CRM or marketing automation platforms, we use Klaviyo.
* Experience building automated flows, lifecycle campaigns and segmentation strategies.
* Demonstrated ability to launch or significantly evolve a loyalty or retention programme.
* Commercially minded with the ability to balance brand and performance objectives.
* Excellent communication and stakeholder management skills.
* A proactive, collaborative and entrepreneurial approach, confident establishing new processes and building from scratch.
What Success Looks Like:
* A clear CRM strategy and framework established and embedded within the business.
* Improved retention, reactivation and repeat purchase rates.
* Effective use of segmentation and personalisation across all communications.
* A successfully launched loyalty or VIP programme that drives measurable engagement and advocacy.
* A scalable CRM function recognised as a key driver of customer growth and experience.
What we offer:
* Pension contribution.
* 25 Days annual leave, plus bank holidays.
* Generous staff discount and regular sample sales.
* Yearly eye testing.
* Confidential wellbeing and mental health support service.
* Office social events.