CRM Manager, UK (Hybrid) London (m/f/d)

As UK CRM Manager, you’ll play a pivotal role in turning one-time purchasers into deeply engaged Tonies fans by designing smart, joyful, and highly personalised CRM experiences that inspire repeat purchase, deepen brand love, and maximise customer lifetime value. You’ll own the planning, execution, and optimisation of CRM across multiple channels, ensuring every touchpoint, from first purchase to years into the tonies® journey feels relevant, seamless, and delightfully on-brand. This is a role for someone who combines creativity with commerciality, using data, automation, and customer insight to unlock retention at scale.

Your tasks and responsibilities will include:

• Build, develop and execute CRM campaigns across email, push notifications, SMS, and other owned channels
• Build and optimise automated customer journeys across the lifecycle journey
• Create audience segmentation strategies to improve targeting and personalisation
• Manage campaign calendars, timelines, and end-to-end delivery of CRM activity
• Analyse campaign and customer performance data to identify insights and optimisation opportunities
• Conduct A/B testing to continuously improve engagement and conversion rates
• Collaborate cross-functionally with marketing, product, creative, and analytics teams to deliver campaigns on time, including last-minute requests where required
• Take ownership of CRM workflows and timelines, managing creative design/briefing
• Ensure CRM best practices, data accuracy, and compliance with GDPR and privacy regulations
• Support reporting on CRM KPIs, including retention, engagement, and customer lifetime value, while owning the wider CRM discount strategy—defining the approach and mechanics, and establishing a regular reporting cadence to monitor performance and impact
• Partnering closely with the global CRM team to localise and implement global CRM flows tailored to the UK market
• Partnering with the Customer Happiness team to efficiently manage and resolve customer queries relating to CRM campaigns and promotional codes

• Experience in CRM, lifecycle marketing, or customer engagement roles
• Hands-on experience using Braze CRM platform
• Strong understanding of customer segmentation, automation, and personalisation strategies
• Experience building and managing multi-channel CRM campaigns
• Analytical mindset with the ability to interpret campaign data and performance metrics
• Strong organisational skills with the ability to manage multiple priorities and deadlines independently
• Excellent cross-functional collaboration and stakeholder management skills
• A proactive, self-starting attitude with strong ownership and accountability
• Detail-oriented and committed to delivering high-quality work