Job Description

Proudly representing Lords & Labradors & Aqua Group

Wolds Animal Group is looking for a talented and data-savvy

CRM Lead

to elevate our customer communications across our flagship brands, including Lords & Labradors and Aqua Group. This role is perfect for someone who thrives on transforming customer data into meaningful, engaging lifecycle journeys that boost loyalty, increase retention, and drive e-commerce growth.

If you're passionate about building personalised experiences, love diving into customer insights, and enjoy working within a creative, pet-loving environment, this is an exciting opportunity to make a real impact.

Key Responsibilities

CRM Strategy & Planning

Support the development of a holistic CRM strategy alongside the marketing manager that strengthens customer engagement across all lifecycle stages--from acquisition to retention and reactivation. Build, optimise, and maintain multi-channel customer journeys across email, SMS, and emerging platforms, ensuring consistent and high-performing touchpoints. Use customer segmentation and behavioural data to deliver personalised messaging that meets audience needs and commercial objectives.

Campaign Execution

Build and schedule CRM campaigns, including newsletters, promotional emails, automated flows, and loyalty communications. Ensure all CRM output aligns with brand tone, key messaging, and seasonal priorities across Lords & Labradors and Aqua Group. Test and refine campaign elements (subject lines, content, CTAs, timing) through A/B and multivariate testing.

Data, Insight & Performance Analysis

Analyse CRM performance metrics such as open rates, click-through rates, conversion rates, AOV, and retention KPIs. Translate insights into actionable improvements for both automated journeys and BAU campaigns. Maintain high data hygiene standards, ensuring segmentation accuracy and GDPR compliance. Work closely with e-commerce and analytics teams to deepen understanding of customer behaviour and campaign impact.

Cross-Functional Collaboration

Partner with the Marketing Manager, Social Media team, and content creators to ensure CRM communications support wider marketing initiatives. Collaborate with design teams to create visually compelling email templates and tailored content blocks. Work alongside product and trading teams to reflect new launches, category priorities, and merchandising strategies within CRM activity.

Technical Ownership

Manage CRM platforms and tooling, ensuring workflows, integrations, and automations run smoothly. Oversee template maintenance, ensuring mobile-responsive, accessible, and high-performing email layouts. Support the implementation of new features, platform improvements, or migration projects where required.

Continuous Improvement

Keep up to date with CRM best practices, email deliverability standards, and emerging trends in personalisation. Contribute ideas for innovation, customer engagement improvements, and cross-channel integration.

Required Skills & Qualifications

Hard Skills

Proven experience in CRM or email marketing within an e-commerce environment. Strong understanding of customer segmentation, automation, and retention strategies. Experience using CRM platforms such as Klaviyo, Attentive, Dotdigital, Braze, or similar tools. Ability to interpret and manipulate data using analytics tools and reporting dashboards. Understanding of A/B testing methodology and performance measurement. Working knowledge of HTML/CSS for email template editing (desirable but not essential). Familiarity with GDPR, data privacy regulations, and best practices in customer communications.

Soft Skills

Highly organised with strong attention to detail and an ability to manage multiple campaigns simultaneously. Excellent communication skills, with confidence presenting data-driven recommendations. Creative thinker with a passion for crafting engaging customer experiences. Collaborative mindset, with the ability to work effectively with stakeholders across marketing, product, design, and trading teams. Problem-solving skills with a proactive approach to continuous optimisation.

Why Join Wolds Animal Group?

Be part of a dynamic and growing company that champions creativity, customer-centric thinking, and data-driven decision making. You'll work within a warm, passionate team that loves pets--and loves creating thoughtful experiences for the people who care for them.

If you're excited by the idea of shaping CRM journeys across two thriving retail brands,

apply today and help us build meaningful connections with our wonderful customers.

Job Types: Full-time, Permanent

Pay: 24,420.00-30,000.00 per year

Benefits:

Company pension Employee discount On-site parking
Work Location: In person