Head of CRM and Customer Communications (12 Month FTC) - #1744796

About the Role

We're looking for a commercially focused and customer centric Head of CRM and Customer Communications to lead the delivery of our brand portfolio's lifecycle marketing and broadcast customer comms strategy. You'll be responsible for driving engagement, retention, and reactivation across all customer segments — with a primary focus on B2C — using owned channels including email, SMS, WhatsApp and web.

This role is ideal for someone who thrives in a fast-paced, multi-market environment and who understands how to use data, automation and customer insight to optimise journeys and build long-term value. You'll collaborate with Creative, Strategy & Planning, and Commercial teams to deliver compliant, relevant and results-driven communications across the lifecycle — from lead nurturing through to customer advocacy.

What you'll do

Broadcast Customer Communications

• Build and own the customer communications calendar across all owned channels: email, SMS, WhatsApp and web.
• Serve as the marketing point of contact (alongside Creative) for communications linked to compliance, operational changes, and brand updates.
  
  

Lifecycle Marketing

• Lead nurture: Design and optimise automated and standalone campaigns to move leads through the funnel and convert prospects into active customers.
• (Re)Activation: Collaborate with Strategy, Planning, Content and Creative to develop reactivation and win-back campaigns aimed at increasing engagement and revenue from existing customers.
• Advocacy: Relaunch the offline refer-a-friend programme and formalise a sales referral model in partnership with the sales team.
• Social proof: Drive advocacy by encouraging customer reviews on platforms such as Trustpilot — note: this role does not include responding to reviews.
  
  

Data, Technology and Automation

• Work closely with Data, Tech and Sales teams to ensure first-party data capture is effective, segmentation is optimised, and CRM systems and integrations are supporting lifecycle goals.
• Lead the evolution of our CRM tech stack and automation capability, ensuring personalisation at scale.
  
  

Partnerships Support

• Collaborate with regional commercial teams on 1:many partnership deals, testing and iterating quickly to maximise revenue opportunities.
• Partner with the Demand Generation team to support the activation of B2B2C partners with CRM best practice and lifecycle comms expertise.
  
  

What you'll need

• Strong commercial acumen and deep understanding of lifecycle marketing, CRM tools, and customer segmentation.
• Hands-on and confident working with CRM platforms and marketing automation tools — experience in referral and reviews strategies is a plus.
• Analytical and insight-led – enjoys working with data to drive decision making, testing and optimisation.
• Experienced in experimentation and testing frameworks, with a track record of improving lifecycle performance.
• Comfortable operating at both strategic and executional levels — able to balance long-term planning with fast-paced campaign execution.
• A self-starter with a start-up mentality – action-oriented, resourceful and confident managing multiple priorities across markets.
  
  

Bonus points

• Experience working across both B2B and B2C CRM environments preferred.
• Multi-market experience highly desirable.