Senior CRM and Retention Lead, Craft Gin Club
2+ days a week in office (Central London)
Subscription service for gin lovers
Open for applications
Subscription service for gin lovers
21-100 employees
Open for applications
2+ days a week in office (Central London)
21-100 employees
Company mission
To transform the way people discover and enjoy new gins by offering the most rewarding drinking experience in the comfort of our members’ own homes.
Role
Who you are
- 5+ years experience as a CRM and retention expert in the D2C eComm subscription world
- Advanced experience with Ometria or a similar marketing automation platform
- Strong understanding of email marketing best practices, database segmentation techniques and automated workflows
- Experience driving improvements in customer lifetime value and retention
- Knowledge of key subscription metrics and strategies to optimise customer subscription journeys
- Eager and confident in translating data insights into actionable strategies
- A strong communicator, who’s confident interacting with internal and external stakeholders at varying levels
- Resilient and creative when things don’t go according to plan
- Experience line-managing or coaching colleagues
- Someone who thrives in a fast paced environment
What the job involves
- Now entering its tenth year, Craft Gin Club has an exciting opportunity for an experienced CRM and Retention lead to join our passionate and talented marketing team, to nurture and grow our membership base within the UK and beyond
- You will lead the charge in developing and implementing CRM and retention strategies that engage and activate customers, and keep us top of mind
- You will report directly to the CMO and have a small team to lead, with an opportunity to scale that team as you help the business grow
- Develop CRM and retention strategies, across both digital and offline channels, to attract, engage and retain members - and win back those who’ve lapsed
- Roll your sleeves up and implement those strategies to drive key business results, from the initial onboarding process, to driving member referrals, to engaging with customers at every stage of their lifecycle
- Craft personalised, segmented campaigns that bring CGC’s customer value proposition to life, keeping us top of mind, ensuring we’re customers’ go-to spirits retailer
- Keep your finger on the pulse in terms of industry trends, channel best practices and emerging technologies, to help us better reach and engage with our customers, in the most cost effective way possible
- Live and breathe our campaign results and behavioural data, to ensure our comms, offers and customer journeys are working as hard as possible
- Oversee key subscription metrics, including retention rates, churn rates and AOV, to ensure we’re continually driving up LTV
- Lead the charge with A/B testing programmes to make sure we’re continually learning and optimising
- Work closely with your marketing colleagues across both growth and creative to ensure we’re all aligned on strategic approach and campaign implementation
- Own and manage CGC’s loyalty scheme, ensuring it’s fully integrated into our retention strategy
- Help us scale the business in new geographies, as we build on some exciting test results in mainland Europe
- Coach and line-manage a CRM exec to be the best they can be, freeing up your time to do more of the thinking and less of the doing…
Salary benchmarks
Our take
Using similar methods to subscription services like the Wine Society, Craft Gin Club offers new craft gins to its customers and delivers them to their doorsteps, alongside tonics and garnishes curated around the gin of the month.
With few UK competitors harnessing the same level of subscription numbers, Craft Gin Club is on to a winning mix. It has early backing from the TV show Dragon’s Den, and has grown thanks to crowdfunding rounds and a dedicated fanbase.
The company also doubles up as a marketing exercise for new distilleries, helping them reach a wider audience. Its dedication to the beverage, which includes a magazine with news and guides on gins, is what allows it to stand out in the beverage space.
Steph
Company Specialist at Welcome to the Jungle
Insights
Company
Funding (1 round)
Jul 2023
$1.1m
SEED
Total funding: $1.1m
Company benefits
- Flexible Working Hours
- Hybrid Working
- Free Monthly Gin Boxes
- 25 days holiday rising to 30 days with length of service
- Social Events
- Employee Assistance Scheme
- Birthday Treats
- Great Career Opportunities
- Generous Staff Discount on our Online Store
Company values
- Test-and-learn culture, where new ideas and approaches are always welcome
Company HQ
Fitzrovia, London, UK
Articles
Leadership
Jon Hulme
(CEO)Previously Managing Director at Contentive and worked at Dresdner Kleinwort Investment Bank.
John Burke
(Director)Previously Consultant at Innovation Media Consulting, Business Development Director at Independent Consultant, Head of PR at Lookingo, and Deputy Director of the World Editors Forum at WAN-IFRA.
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