DTC CRM and Retention Manager

DTC CRM & Retention Marketing Manager 📍 Location: Soho Works, London (Hybrid – 3 days a week in office)💰 Salary: Up to £60,000🚀 About Water2 We’re Water2 - a fast-growing DTC brand on a mission to redefine how people think about hydration. We’ve already built an 8-figure business, and we’re aiming high: 9 figures by 2030. Water2 is world’s fastest growing water filter brand. In 2020, Charles Robinson decided to drop out of university to work closely with his professors and solve the tap water crisis. Bear Grylls (incredibly satisfied customer # 8420) invested in the business in early 2024. We pride ourselves as a media-first company. Bonus - you can start to trust your tap water from all that we build behind the scenes. You’ll be hire number 8 , joining us at a pivotal moment in our journey. We’re a small (in size) but mighty (in ambition and revenue ££) team with big ambition, grounded thinking, and a healthy dose of “how hard can it be?” energy. 🚀 The Opportunity This is your chance to shape retention at one of the UK’s most exciting consumer brands. You’ll own our CRM strategy end to end - designing automations, campaigns, and customer journeys that build loyalty, drive repeat purchases, and turn customers into advocates. We’re on Shopify and Klaviyo , so you’ll have a solid foundation to build from. You’ll run regular audits, bring structure and creativity to our flows, and partner with the wider team to make our customer comms feel less like marketing - and more like a community. You’ll work closely with our VP of Growth ( Finn ), Founder ( Charles ), the Creative Content team and our incoming CMO. 🎯 What You’ll Own CRM Strategy & Execution Own Klaviyo day to day - from flows and automations to campaign planning and segmentation. Audit, optimise, and expand our email and SMS ecosystem. Build lifecycle journeys that surprise, delight, and convert. Data, Insights & Optimisation Use customer data to segment audiences, test hypotheses, and improve performance. Report on key retention metrics (LTV, repeat rate, churn) and recommend improvements. Continuously test, learn, and iterate - no “set and forget”. Customer Retention & Advocacy Build loyalty initiatives and referral programs that genuinely add value. Collaborate with Creative and Paid teams to keep messaging consistent across the funnel. Turn happy customers into vocal advocates - driving organic growth through word of mouth. Collaboration & Culture Work closely with our Creative Strategist, VP Growth (Acquisition), and Founder. Champion a customer-first mindset across the business. Bring curiosity, structure, and a sense of humour to the team - we take the work seriously, not ourselves. What to expect (first 6 months) Run a full Klaviyo audit and re-map key customer journeys. Launch new flows that drive repeat purchase and engagement. Build a clear testing roadmap for CRM performance. Partner with the CMO to define Water2’s retention strategy and goals. Identify quick wins to improve efficiency and delight customers. .. And in 12–18 months Establish CRM as a core growth lever for Water2. Build a robust data-driven understanding of our customer base. Drive measurable improvements in LTV and retention. Build the foundations for loyalty and community. 💡 You Might Be the One If You… Have 3-5 years of CRM or Retention Marketing experience in a DTC brand. Are a Klaviyo pro who loves diving into flows, segmentation, and deliverability. Understand how to drive both numbers and emotion - you know when to automate and when to humanise. Are comfortable owning your channel end to end - from creative briefing to performance analysis. Enjoy working in lean, fast-moving teams where ideas turn into action quickly. Are naturally curious, detail-obsessed, and a bit of a growth nerd. Our Values Bias for action - we get things done Perfect is the enemy of good - feedback and iteration help us grow How hard can it be..? - we figure it out and own it It’s all in the details - we show up early, care deeply, and it shows Take your work seriously, but not yourself - humble, grounded, always learning 🗓️ Interview Process 40-min Google Meet with Head of People ( Richa )30-min Google Meet with VP Growth ( Finn ) A take-home auditing task Final meeting in the office with Finn and Charles ⛳️ Compensation, Perks & Benefits Salary: £50-60k pa depending on experience, with a little bit of wiggle room if you tick all our boxes and then some. We’re not your average company, and this isn’t your average role. You’ll have the freedom to shape what we build and evolve with a high-growth, highly-loved brand. Work with a driven, action orientated, and insanely ambitious team. No politics, just pace. We move fast and set the pace for others to follow. The Perks Amazing offices We are in Soho Works, White City. Free breakfast every morning and it TRULY is a spread Exposure to real business building. We don’t book meetings for the sake of it. Variety of work, and you get to film Bear Grylls 28 days’ annual leave (including bank holidays)🌊 Sound like you? If you’re self-aware, driven and ready to roll up your sleeves, we’d love to hear from you. Join us and help take Water2 from an 8-figure success story to a 9-figure brand. 🌈 Diversity & Inclusion at Water2 We believe different perspectives and lived experiences bring the worlds together and fuel innovation. If you need adjustments during the hiring process, let us know - we’ve got you.