Senior CRM Manager, Rapha

• Significant CRM experience in fashion, lifestyle, retail e‑commerce preferably in premium or luxury industry
• Proven track record in customer retention and reactivation strategies that have demonstrably increased customer lifetime value
• Hands‑on expertise with Bloomreach (required)
• Strong knowledge of segmentation and customer lifecycle
• Deep understanding of innovation such as automation, dynamic content and multi-platform emails
• Analytical, commercially minded, and able to translate insight into actionable growth strategies
• Excellent communication and stakeholder management skills
• Experience in leading & mentoring a team

Desirable

• Rapha are seeking a commercially astute and strategically driven Senior CRM Manager to join our Digital & E-Commerce department
• This role will be responsible for driving customer retention, reactivation and lifetime value growth through sophisticated CRM strategies and customer segmentation & analysis, as well as supporting customer acquisition
• You will own the design and execution of our multi‑channel CRM program, using Bloomreach as the central platform to deliver data‑led, personalised, and high‑impact customer experiences
• With a focus on fashion and lifestyle e-commerce, you will bring both creative vision and analytical rigour to maximise the value of every customer relationship
• Build and execute strategies that increase retention, repeat purchase frequency, and customer lifetime value, embedding a lifecycle approach across all communications
• Design targeted reactivation initiatives to win back lapsed customers, applying advanced segmentation and behavioural insight
• Ensure all lifecycle strategies are aligned with the product launch calendar and brand priorities, driving both immediate impact and long‑term loyalty
• Lead the end‑to‑end planning and delivery of CRM campaigns via Bloomreach across email, app push, SMS, and other relevant channels
• Develop and optimise customer journeys for onboarding, nurturing, retention, win‑back, and loyalty, ensuring each is measurable and continually improved
• Drive innovation via automation, dynamic content, and personalisation to scale engagement effectively
• Work with the Paid Media team to design & execute a new customer acquisition strategy and with the E-Commerce team to optimise journeys onsite
• Leverage Bloomreach analytics to understand customer behaviour and identify opportunities to deepen engagement and loyalty
• Own customer data to build a SCV and segmentation to fuel our CRM strategy
• Embed a test‑and‑learn culture, ensuring continuous improvement across retention and reactivation campaigns
• Regularly communicate insights and progress against retention and reactivation objectives to leadership
• Lead and mentor a small CRM team, instilling a results‑driven mindset focused on retention and reactivation outcomes
• Collaborate closely with e‑commerce, merchandising, analytics, and brand teams to ensure a seamless customer journey
• What success looks like;
• Strong, sustained improvements in retention, repeat purchases, and reactivation of lapsed customers
• Tangible growth in customer lifetime value driven through Bloomreach campaigns
• A well‑established lifecycle framework delivering measurable uplift across key CRM metrics
• Early impact through quick wins, paired with a clear roadmap for sustained growth in the months ahead