CRM Manager, UK (Hybrid) London

tonies UK Limited

9h•Hybrid

About The Position

At tonies®, we’re building more than customer journeys, we’re creating magical lifelong relationships with families. As UK CRM Manager, you’ll play a pivotal role in turning one-time purchasers into deeply engaged Tonies fans by designing smart, joyful, and highly personalised CRM experiences that inspire repeat purchase, deepen brand love, and maximise customer lifetime value. You’ll own the planning, execution, and optimisation of CRM across multiple channels, ensuring every touchpoint, from first purchase to years into the tonies® journey feels relevant, seamless, and delightfully on-brand. This is a role for someone who combines creativity with commerciality, using data, automation, and customer insight to unlock retention at scale.

Requirements

Experience in CRM, lifecycle marketing, or customer engagement roles
Hands-on experience using Braze CRM platform
Strong understanding of customer segmentation, automation, and personalisation strategies
Experience building and managing multi-channel CRM campaigns
Analytical mindset with the ability to interpret campaign data and performance metrics
Strong organisational skills with the ability to manage multiple priorities and deadlines independently
Excellent cross-functional collaboration and stakeholder management skills
A proactive, self-starting attitude with strong ownership and accountability
Detail-oriented and committed to delivering high-quality work

Responsibilities

Build, develop and execute CRM campaigns across email, push notifications, SMS, and other owned channels
Build and optimise automated customer journeys across the lifecycle journey
Create audience segmentation strategies to improve targeting and personalisation
Manage campaign calendars, timelines, and end-to-end delivery of CRM activity
Analyse campaign and customer performance data to identify insights and optimisation opportunities
Conduct A/B testing to continuously improve engagement and conversion rates
Collaborate cross-functionally with marketing, product, creative, and analytics teams to deliver campaigns on time, including last-minute requests where required
Take ownership of CRM workflows and timelines, managing creative design/briefing
Ensure CRM best practices, data accuracy, and compliance with GDPR and privacy regulations
Support reporting on CRM KPIs, including retention, engagement, and customer lifetime value, while owning the wider CRM discount strategy—defining the approach and mechanics, and establishing a regular reporting cadence to monitor performance and impact
Partnering closely with the global CRM team to localise and implement global CRM flows tailored to the UK market
Partnering with the Customer Happiness team to efficiently manage and resolve customer queries relating to CRM campaigns and promotional codes