Senior CRM Manager

Rapha are seeking a commercially astute and strategically driven Senior CRM Manager to join our Digital & E-Commerce department. This role will be responsible for driving customer retention, reactivation and lifetime value growth through sophisticated CRM strategies and customer segmentation & analysis, as well as supporting customer acquisition.

You will own the design and execution of our multi‑channel CRM program, using Bloomreach as the central platform to deliver data‑led, personalised, and high‑impact customer experiences. With a focus on fashion and lifestyle e-commerce, you will bring both creative vision and analytical rigour to maximise the value of every customer relationship.

Key Responsibilities

Retention & Reactivation Leadership

• Build and execute strategies that increase retention, repeat purchase frequency, and customer lifetime value, embedding a lifecycle approach across all communications.

• Design targeted reactivation initiatives to win back lapsed customers, applying advanced segmentation and behavioural insight.

• Ensure all lifecycle strategies are aligned with the product launch calendar and brand priorities, driving both immediate impact and long‑term loyalty.

CRM Strategy & Execution

• Lead the end‑to‑end planning and delivery of CRM campaigns via Bloomreach across email, app push, SMS, and other relevant channels.

• Develop and optimise customer journeys for onboarding, nurturing, retention, win‑back, and loyalty, ensuring each is measurable and continually improved.

• Drive innovation via automation, dynamic content, and personalisation to scale engagement effectively.

• Work with the Paid Media team to design & execute a new customer acquisition strategy and with the E-Commerce team to optimise journeys onsite.

Data, Insight & Optimisation

• Leverage Bloomreach analytics to understand customer behaviour and identify opportunities to deepen engagement and loyalty.

• Own customer data to build a SCV and segmentation to fuel our CRM strategy.

• Embed a test‑and‑learn culture, ensuring continuous improvement across retention and reactivation campaigns.

• Regularly communicate insights and progress against retention and reactivation objectives to leadership.

Team & Cross-Functional Collaboration

• Lead and mentor a small CRM team, instilling a results‑driven mindset focused on retention and reactivation outcomes.

• Collaborate closely with e‑commerce, merchandising, analytics, and brand teams to ensure a seamless customer journey.

Skills & Experience

Essential

• Significant CRM experience in fashion, lifestyle, retail e‑commerce preferably in premium or luxury industry.

• Proven track record in customer retention and reactivation strategies that have demonstrably increased customer lifetime value.

• Hands‑on expertise with Bloomreach (required).

• Strong knowledge of segmentation and customer lifecycle.

• Deep understanding of innovation such as automation, dynamic content and multi-platform emails.

• Analytical, commercially minded, and able to translate insight into actionable growth strategies.

• Excellent communication and stakeholder management skills.

• Experience in leading & mentoring a team.

Desirable

• Experience with loyalty or membership‑based CRM programs.

• Familiarity with global e‑commerce markets, especially North America and Europe.

• Knowledge of advanced personalisation, predictive analytics, and AI‑driven customer engagement.

What success looks like

• Strong, sustained improvements in retention, repeat purchases, and reactivation of lapsed customers.

• Tangible growth in customer lifetime value driven through Bloomreach campaigns.

• A well‑established lifecycle framework delivering measurable uplift across key CRM metrics.

• Early impact through quick wins, paired with a clear roadmap for sustained growth in the months ahead.

Working at Rapha

We are continuously looking into ways to invest in our employees and build a better working culture and environment. Here are just some of the internal benefits we offer:

• Flexible working hours
  
• Support for ad-hoc remote working during the week - minimum 4 days in office
• 25 days annual leave
• 2 additional days paid time off to participate in a sportive or similar related cycling event
• A flexible riding benefit to allow you to go out riding on a Wednesday morning with colleagues or learn to cycle through our Getting Started Scheme
• An annual clothing allowance of £1,120 for testing and promotional purpose
• A company bonus scheme
• A health cash plan provided by Healthshield worth up to £1405 per year
• Mental health support with MyndUp
• Free barista coffee and social drinks in the office
• Subsidised lunches 3 days per week
• Monthly department social events and quarterly office social away days
• Bike racing expenses up to £35 per race entry
• A 50% staff discount and a discount for family and friends
• Industry discounts on brands such as Patagonia, Osprey, Finisterre, Wahoo
• Free membership to the Rapha Cycling Club
• Cycle2Work scheme
• Company Pension Scheme
• Enhanced Parental Leave and Pay