CRM Lead

2 days ago

London Area, United Kingdom Noli Full time

Who we are:

Noli is the future of Beauty Tech Backed by L'Oréal, we launched in 2024 with a BIG mission: to solve the ultimate beauty dilemma; helping users find the perfect products for their unique needs. Based in the heart of London (Holborn), we're a dynamic, fast-growing startup reshaping the online beauty experience. At Noli, we embrace a vibrant culture where ambition, curiosity, and innovation are at the core of everything we do. Our mission is bold, our team is fearless, and we're just getting started.

Overview

We're looking for a
CRM Lead
to take full ownership of our customer lifecycle strategy. This is a high-impact role sitting at the intersection of data, technology, marketing, and customer experience. You'll lead the strategy, execution, and performance analysis of CRM initiatives to drive engagement, retention, and lifetime value.

This is more than a support role — this is your channel to lead and grow. You'll own and optimise the customer journey end-to-end, from onboarding to reactivation, using advanced segmentation, automation, and personalised content.

Key Responsibilities

CRM Strategy & Ownership

  • Develop and lead the end-to-end CRM strategy aligned with commercial goals and brand vision.
  • Partner with Product, Data, and Tech teams to integrate behavioural, transactional, and preference data.
  • Build and evolve lifecycle programs — onboarding, loyalty, win-back, and more.

Campaign Planning & Execution

  • Plan, build, QA, and execute campaigns across promotions, content, and product launches.
  • Align CRM calendar with trading, product, and brand teams.
  • Deliver a mix of promotional and brand-led content that drives value and engagement.

Segmentation & Personalisation

  • Design and manage dynamic segmentation based on user behaviour, lifecycle stage, and preferences.
  • Champion 1:1 personalisation at scale using first-party data and AI tools.

Performance, Experimentation & Analytics

  • Own the A/B testing roadmap (subject lines, CTAs, send times, creative, etc.).
  • Monitor core KPIs (open rates, CTR, CVR, opt-outs, revenue per send, LTV) and optimise accordingly.
  • Turn data insights into continuous improvements.

Technology & Operations

  • Own and manage the CRM platform (Klaviyo) and its integrations with ecommerce and analytics tools.
  • Ensure data hygiene, GDPR compliance, and best-in-class opt-in/consent practices.
  • Drive process efficiency and scalability across CRM operations.

What Success Looks Like

  • Improved retention and repeat purchase rates across key segments.
  • CRM is a top revenue and engagement driver with strong ROI and LTV impact.
  • A thriving test-and-learn culture embedded across the CRM team.
  • A highly engaged, growing opt-in base.

Required Skills & Experience

  • 7+ years in CRM or lifecycle marketing within ecommerce or DTC brands.
  • Deep experience with multi-step automated flows and personalised campaigns.
  • Strong analytics and A/B testing capabilities; confident in interpreting performance data.
  • Advanced knowledge of Klaviyo and CRM integrations with data and ecommerce tools.
  • Excellent cross-functional collaborator with strong project management skills.
  • A customer-first thinker with a passion for segmentation, testing, and personalisation.

Why Join Noli?

We're not just building a beauty brand — we're reshaping the industry. At Noli, you'll work in a collaborative, fast-paced environment where your ideas matter and your work directly impacts growth. This is your opportunity to build a CRM function that's as strategic and creative as it is performance-driven.

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