CRM Lead

About Snuggle Me Organic

Snuggle Me Organic is a leading company in the baby product industry, dedicated to creating modern, loved baby products. Our commitment to quality and innovation has made us a trusted brand featured in major retailers such as Target, Nordstrom, and Babylist. We take pride in our mission to provide families with products that enhance their parenting journey. Join us as we continue to expand our product line and make a positive impact on families worldwide.

About the role

This is a hands-on, commercially driven CRM role with the opportunity to take Snuggle Me’s existing CRM strategy, understand what’s working, identify where there are gaps and unlock its potential as a meaningful growth channel.

CRM is up and running at Snuggle Me, but there is significant opportunity to improve its performance and increase its contribution to the business. You’ll own our US CRM strategy across email and SMS, with the opportunity to refine and shape our international approach as we continue to expand.

Your immediate focus will be building a commercially ambitious CRM programme for Black Friday. Longer term, you’ll build our CRM engine around our Three Rs Framework:

• Revenue: Grow customer value through relevant cross sell, upsell and repeat purchase opportunities.

• Retention: Keep customers engaged throughout their journey with Snuggle Me and give them reasons to come back.

• Relationships: Build meaningful, long term relationships through communications that feel relevant, useful and genuinely valuable.

But CRM at Snuggle Me isn’t just about driving the next purchase. Through Designed by You, Made by Us, you’ll help us listen to our customers, understand what matters to them and use their voices to influence our products, content, communications and future brand direction.

You’ll sit at the intersection of commercial growth and customer understanding, balancing strategy with hands-on execution.

What you’ll own

CRM & Commercial Growth

• Own and develop the CRM and retention strategy across email and SMS

• Build the roadmap to grow CRM to 10%+ of DTC revenue

• Drive repeat purchase, retention, reactivation and customer lifetime value

• Identify opportunities to increase customer value as our product portfolio grows

Email, SMS & Customer Journeys

• Own the CRM calendar and customer communications plan

• Build and optimise lifecycle journeys in Klaviyo, including welcome, post purchase, cross sell, replenishment, review and winback

• Develop relevant, timely and personalised communications

• Test messaging, creative, offers, segmentation, timing and journeys to continually improve performance

Customer Insight

• Lead the CRM contribution to Designed by You, Made by Us

• Use surveys, customer feedback, focus groups and CRM data to deepen our understanding of customers

• Turn customer insight into recommendations for Brand, Creative, Product and NPD

• Help ensure the customer voice influences what we make and how we communicate

Brand & Growth

• Work closely with Brand, Creative, Ecomm, Performance and Product teams

• Develop CRM strategies for product launches and key trading moments

• Support advocacy through reviews, testimonials, customer stories and community

• Help develop our CRM approach as Snuggle Me expands internationally

Data & Performance

• Analyse customer, campaign and lifecycle performance

• Own CRM reporting and measurement

• Track revenue contribution, repeat purchase, retention, LTV, engagement and reactivation

• Demonstrate incremental value and use insight to continually improve performance

About you

• Strong hands on experience in CRM, lifecycle or retention marketing

• Strong Klaviyo experience, with SMS experience a bonus

• Commercially minded and comfortable owning revenue targets

• Strong understanding of segmentation, personalisation and automated journeys

• Analytical and confident using data to make decisions

• Able to balance short term revenue with long term customer value

• Comfortable working closely with Brand and Creative teams

• Interested in customer research and turning insight into action

• Highly collaborative, proactive and comfortable working independently

• Excited by the opportunity to build something from the ground up

What success looks like

Commercial impact

CRM grows towards 10%+ of DTC revenue, with clear improvements in repeat purchase, retention, LTV and reactivation.

Customer engagement

A more active and engaged customer database, with stronger email and SMS performance and increased advocacy.

Customer journeys

A strong lifecycle programme that makes the customer journey feel relevant, useful and personal.

Customer insight

Customer feedback and research actively influence CRM, Brand, Creative and Product decisions.

Building the function

A clear CRM strategy, roadmap and ways of working that establish CRM as a meaningful growth channel for Snuggle Me.

Details

Location: Remote / Flexible

Hours: 3–4 days per week

Start date: Ideally late September 2026