CRM & Retention Lead

About Tutti Bambini

Tutti Bambini is a family-owned nursery furniture company founded over 30 years ago by Michael and Debra Samuel with the goal of supporting new mothers and fathers during their first steps into parenthood.

After years working in nursery retail, and as parents themselves, Michael and Debra realised that nursery furniture available on the market often didn’t offer the versatility, value, and safety that new parents needed for their little ones. Drawing on a background in technical design, and on their own parenting experiences, Michael and Debra created Tutti Bambini: a nursery furniture range combining elegance and beauty with innovation and practicality.

From its beginnings in a little London store, the Tutti Bambini brand has grown to become a feature in nurseries across the UK, and includes ranges of cots, cot beds, nursing chairs, highchairs, and more. Crafted to the highest standards of quality and safety, every piece of Tutti Bambini furniture is designed to be loved, and used, by families for years to come.

Tutti Bambini has been acquired by Heroes in 2023, and is now part of Heroes' family of brands.

About the role

The CRM & Retention Manager is responsible for developing and executing Tutti Bambini's customer retention strategy, driving customer lifetime value, repeat purchase, engagement and loyalty across all customer touchpoints.

The role owns the customer relationship beyond the first purchase, ensuring that every customer receives relevant, personalised communications throughout their parenting journey. Through the effective use of customer data, segmentation, automation and insight, the CRM & Retention Manager will increase customer retention, improve repeat purchase rates and maximise the long-term value of our customer base.

Working closely with E-commerce, Brand, Performance Marketing and Customer Service teams, the role will develop a best-in-class CRM programme that strengthens customer relationships, improves customer experience and contributes directly to revenue and profitability growth.

Responsibilities

Customer Retention Strategy

• Develop and own the customer retention strategy across all lifecycle stages.

• Identify opportunities to increase repeat purchase, customer engagement and lifetime value.

• Create retention initiatives aligned to key customer milestones and parenting journeys.

CRM & Email Marketing

• Own the CRM calendar and customer communication plan.

• Manage all email and SMS marketing activity.

• Develop automated customer journeys including welcome, nurture, post-purchase, replenishment, review, win-back and loyalty programmes.

• Ensure communications are personalised, relevant and commercially effective.

Customer Segmentation & Personalisation

• Develop customer segmentation strategies based on behaviour, purchase history, lifecycle stage and engagement.

• Create personalised customer experiences that improve conversion and retention.

• Continuously test and optimise messaging, content and targeting.

Data & Customer Insights

• Analyse customer behaviour and lifecycle performance.

• Generate actionable insights to improve retention and customer value.

• Build reporting dashboards and performance tracking frameworks.

• Work closely with Ecommerce and Performance Marketing teams to identify growth opportunities.

Commercial Performance

• Deliver revenue growth through CRM channels.

• Improve customer lifetime value, repeat purchase rate and customer engagement metrics.

• Optimise campaign performance through testing and continuous improvement.

• Manage CRM budgets and platform performance.

Cross-Functional Collaboration

• Partner with Ecommerce, Brand, Creative and Customer Service teams to deliver a consistent customer experience.

• Support product launches, seasonal campaigns and promotional activity.

• Ensure CRM activity aligns with wider commercial and brand objectives.

What success in the role looks like

Commercial Impact

• Increase CRM-attributed revenue contribution.

• Increase customer lifetime value (LTV).

• Increase repeat purchase rate.

• Increase average order value from returning customers.

• Reduce customer churn.

Customer Engagement

• Increase active customer database size.

• Improve email engagement metrics including open rates, click-through rates and conversion rates.

• Increase SMS subscriber growth and engagement.

• Improve customer review generation and advocacy.

Customer Journey Excellence

• Deliver automated lifecycle programmes across all key customer journeys.

• Improve post-purchase engagement and customer satisfaction

• Develop highly personalised communications based on customer lifecycle stage.

Data & Insight

• Establish clear customer segmentation frameworks.

• Deliver regular customer insight reporting to support business decision-making.

• Use testing and analysis to continuously improve CRM performance.

Team & Ways of Working

• Build strong collaboration between CRM, Ecommerce, Brand and Customer Service teams.

• Ensure CRM activity supports wider business objectives and commercial priorities.

About you

• 5+ years' experience in CRM, retention, lifecycle marketing, or customer marketing, preferably within ecommerce, DTC, or consumer brands.

• Proven track record of driving customer retention, repeat purchase rate, customer lifetime value (LTV), and revenue through CRM programmes.

• Hands-on experience with email, SMS, loyalty, customer segmentation, automation, and customer journey development.

• Experience using CRM platforms such as Klaviyo, Salesforce Marketing Cloud, Braze, HubSpot, or similar.

• Strong analytical capability with experience interpreting customer and campaign data to identify opportunities and measure performance.

• Customer-centric mindset with a deep understanding of customer lifecycle marketing.

• Strong commercial awareness and ability to link CRM activity to business performance.

• Data-driven decision maker with excellent attention to detail.

• Strong project management and organisational skills.

• Excellent communication and stakeholder management abilities.

• Comfortable balancing strategic planning with hands-on campaign execution.

Location: We would like to succesful candidate to come to our offices 1-2 times per week