CRM & Retention

Own the CRM channel as a core revenue driver, with responsibility for retention, LTV, and repeat purchase rate
Build and optimise lifecycle journeys (welcome, post-purchase, winback, replenishment, browse abandon, etc.) with a clear testing roadmap
Develop advanced segmentation and personalisation strategies to ensure the right message reaches the right customer at the right time
Own the campaign calendar across email and SMS, aligning with trading and product launches
Continuously test messaging, offers, creative, and send-time to drive incremental revenue
Own list growth strategy - including on-site opt-in optimisation, acquisition flows, and subscriber health - to grow and maintain a high-quality CRM audience
Manage email deliverability: monitor sender reputation, list hygiene, bounce and suppression management, and inbox placement rates
Own QA and deployment processes to ensure every send is error-free and correctly tracked before going live
Report on CRM performance and proactively identify growth opportunities
Own SMS as a first-class owned channel alongside email, with its own strategy, automation flows, and performance targets
Build and optimise SMS subscriber acquisition and consent flows
Develop channel-specific content and cadence strategies, balancing frequency with engagement
Monitor SMS performance and manage platform relationships
Own and develop the loyalty programme strategy in partnership with ecommerce & marketing teams, including points, VIP tiers, and referral mechanics
Design and optimise win-back and re-engagement programmes
Use customer data to inform personalised loyalty communications
Track and report on loyalty programme performance, identifying opportunities to improve retention and LTV
Own the CRM and marketing tech stack - including platform evaluation, implementation oversight, and ongoing optimisation
Conduct cohort analysis and LTV modelling to understand how customer groups retain and monetise over time, and use this to inform strategy
Build and maintain CRM dashboards and performance reports; translate data into clear, actionable growth opportunities
Track key retention metrics: LTV, repeat purchase rate, churn, engagement, list growth, and deliverability
Collaborate with the ecommerce and performance teams to build and share CRM audiences that support paid acquisition strategies
Manage relationships with external agencies, freelancers, and platform vendors where relevant
Own scope-of-work definitions, briefing, and QA to ensure accountability and performance
Evaluate and recommend new tools or partners as the business scales
Partner closely with Ecommerce, Creative, marketing and Merchandising teams
Ensure a consistent and compelling customer journey across all touchpoints
Feed customer insights back into brand and product decisions, Volunteering opportunities
Training, development, and personal enrichment opportunities
25 days of holidays, plus bank holidays
Pension, with 4% employer contribution
Private medical insurance with Bupa Select
Life insurance
Salary sacrifice dental insurance
Quarterly product allowance
Monthly team lunches

Demonstrable experience with a strong foundation in CRM and lifecycle marketing
Proven experience owning CRM as a revenue channel, not just executing campaigns
Hands-on experience with email and SMS platforms such as Klaviyo
Solid understanding of email deliverability best practices and list health management
Experience growing a CRM subscriber base, not just managing an existing one
Confident working with data - comfortable with cohort analysis, LTV modelling, and building reports that inform strategic decisions
Familiarity with martech evaluation and platform management; you know what good looks like and can advocate for the right stack
Experience with loyalty and retention programme management
Strong understanding of ecommerce retention metrics (LTV, repeat purchase rate, churn, deliverability)
Commercially minded, with a focus on driving measurable growth
Proactive, organised, and comfortable taking ownership in a fast-moving, small team environment

Cou Cou is a female-founded, purpose-driven brand redefining intimate essentials for a new generation of women. Our mission is to reclaim the narrative of our intimates, celebrate the embodied female experience, and reduce the environmental impact of everyday garments.

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