Manager, CRM Category Expansion

THE ROLE

Manager, CRM Category Expansion

The Manager, CRM Category Expansion owns every scheduled brand campaign across email, SMS, push, and in-app for the UK, Germany, and France. This includes new arrivals, restocks, seasonal and gifting moments, and key discount events like Black Friday/Cyber Monday and Quince Day. These are broad, brand-wide sends that go out to the whole customer base or large segments, designed to take customers beyond the one category they already know us for and introduce them to the rest of the range.

Reporting into the UK/EU CRM Director, this person runs the process end-to-end: briefing, selecting products with Merchandising, briefing Design, aligning with US Marketing, localizing copy, and partnering with Tech on features like dynamic product/price modules — then building, QA'ing, and shipping every send, reading results, and continuously improving toward faster, more personalized delivery.

Responsibilities

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Own the UK/EU campaign calendar end-to-end — brief, build, localize, QA, and send across email, SMS, push, and in-app

Brief and coordinate every campaign with Merchandising, Design, Copy, and US Marketing

Own audience segmentation, frequency caps, and suppression/consent logic for smarter targeting

Build and maintain the production engine: modular templates, dynamic product feeds, and reusable content blocks

Partner with Tech and Data to improve the comms themselves (dynamic pricing, live stock) and run a rigorous testing programme (send-time, segments, incrementality holdouts)

Own deliverability and list health across all three markets

Turn results into monthly insights and a steady pipeline of new campaign ideas, informed by industry trends and testing new formats

Report weekly on performance (revenue, CTR, unsub/complaint rates, incrementality) and coordinate with the Lifecycle team

Qualifications

Required

5+ years CRM/email marketing in DTC/ecommerce, including 3+ years running a full campaign calendar end-to-end (not just triggered flows)

Hands-on with Iterable (or Braze/Klaviyo/SFMC), including multi-market campaign builds with dynamic content and personalization

Experience delivering SMS, push, and in-app campaigns, plus enough HTML/CSS to brief and QA email builds

Segmentation and deliverability fluency (engagement tiers, suppression, frequency caps), including reading Postmaster Tools

SQL working knowledge — able to self-serve audience/results checks in Looker without an analyst

A/B testing and incrementality rigor; comfortable setting up and reading holdouts with the Data team

Already using AI in daily workflows, and ruthless about QA and automating it

Strong multi-stakeholder operator (Merchandising, Design, Copy, US Marketing, Tech) with working knowledge of UK/EU marketing regulations (GDPR, PECR, German/French requirements)

Pay Range: GBP 66,000 - 76,000

All posted ranges are reflective of base salary and may vary depending upon experience level and location. Bonus and equity may also be provided for eligible roles.

Pay Range

£66,000—£76,000 GBP