CRM Manager

About Our Brand

Established in 2018, Austen & Blake is a fine jewellery brand specialising in made-to-order engagement rings, wedding rings and fine jewellery, with a bespoke offering also available. Each piece is individually made with a focus on customisation, considered craftsmanship and a customer-led design process delivered online or through in-person consultations.

With a growing network of stores across the UK and internationally, alongside a thriving digital presence, Austen & Blake continues to make high-quality, custom-made jewellery more accessible to customers around the world.

About the Role

We are looking for a data-driven and commercially focused CRM Manager to own and deliver the CRM strategy for Austen & Blake. This role will be responsible for developing and executing customer lifecycle strategies that strengthen customer relationships, increase engagement and retention, and drive incremental revenue and customer lifetime value.

This is a hands-on role, combining strategic ownership with day-to-day execution. You will use customer data, insight and behavioural trends to develop relevant and personalised communications across email, SMS and other owned channels, ensuring customers receive the right message at the right stage of their journey.

You will work closely with E-Commerce, B&M, Marketing, Creative, Customer Service and Retail to ensure CRM is commercially aligned and embedded within the wider customer strategy. You will be expected to confidently present performance, insights and recommendations to senior stakeholders and take ownership of the CRM roadmap.

A key part of the role will also be supporting the development of an omnichannel customer experience, connecting digital CRM activity with in-store relationship building and clientelling opportunities.

Key responsibilities - how you’ll contribute:

CRM Strategy & Customer Lifecycle:

• Own and develop the Austen & Blake CRM strategy and roadmap, aligned to commercial, customer and brand objectives.
• Develop and manage customer lifecycle programmes across acquisition, engagement, retention, repeat purchase and reactivation.
• Identify opportunities to increase CRM revenue, customer engagement, retention and lifetime value through segmentation, personalisation and targeted communications.
• Ensure CRM activity is aligned with wider marketing, trading, promotional and product activity.
• Campaigns, Automation & Optimisation:
• Plan, execute and manage CRM campaigns across email, SMS and automated customer journeys.
• Develop customer segmentation and targeting strategies using behavioural, transactional and engagement data.
• Continuously test and optimise campaigns, journeys, messaging, targeting and timing to improve performance.
• Manage and optimise CRM platforms and tools, ensuring effective use of automation and personalisation capabilities.

Data, Reporting & Commercial Insight:

• Own CRM performance reporting, monitoring key metrics including revenue, engagement, conversion, retention, repeat purchase, customer lifetime value and database growth.
• Analyse customer and campaign data to identify trends, opportunities and areas for improvement.
• Translate insights into clear, actionable recommendations and confidently communicate performance and opportunities to senior stakeholders.
• Work with Data & Analytics teams to improve customer data, reporting and insight.
• Omnichannel & Stakeholder Management:
• Work closely with E-Commerce, B&M, Marketing, Creative, Customer Service and Retail to deliver a consistent customer experience across digital and physical touchpoints.
• Support the development of clientelling and customer relationship strategies, using CRM data to enable more personalised in-store experiences.
• Act as the CRM subject matter expert, providing insight and recommendations across the business.
• Manage relevant external partners, agencies and technology providers where required.

Skills and experience - who we’re looking for:

• 3–5 years of CRM experience, preferably in a multi-channel retail environment
• Proven experience owning and delivering CRM strategy, with a strong understanding of customer lifecycle marketing, segmentation, personalisation, retention and re-engagement.
• Experience planning and managing CRM campaigns across email, SMS and automated customer journeys.
• Strong analytical and commercial mindset, with the ability to interpret customer and campaign data, iden…