Overview

CRM & Lifecycle Marketing Lead at Free Soul. We’re Free Soul - wellbeing for her, however she defines it. We shine a light on the unfiltered reality of being well - not the industry-standard version, but the honest, everyday pursuit of what makes her feel good.

We’re a mission-led team where everyone genuinely cares about the impact we’re making. We lead with ownership, showing respect and kindness, and we stay curious with a growth mindset. We own the women’s nutrition space by doing things differently, celebrating every side of her, and giving her the freedom to show up as she is.

What you’ll be doing in this role is to shape how customers experience our brand at every stage of their journey, using data-driven insights to create and optimise lifecycle campaigns that nurture, convert and retain. You’ll work closely with the Head of Retention & Customer Strategy to drive growth in our subscription base and retention initiatives.

Note: This description reflects the responsibilities and expectations for the role as described in the original text.

Responsibilities

• Execution: Lead and implement email campaigns from start to finish, including planning, segmentation, testing, and launch. Focus on timely, personalized delivery to optimise performance across all customer segments. Track key metrics (e.g., open rate, click-through) and use findings to improve campaigns.
• Strategy: Oversee key campaigns, including nurturing prospects, post-purchase emails, and retention initiatives. Segment audiences effectively and track performance to enhance engagement and drive conversions. Continuously refine strategies using data insights to achieve better results.
• Partnerships: Work with teams (Brand & Community, Content & NPD) to align lifecycle marketing with business goals.
• Subscription Focus: Develop and execute retention marketing strategies designed to enhance subscription growth and retention. Create tailored lifecycle campaigns for subscribers (onboarding, renewal reminders, win-back initiatives) to maximise customer lifetime value. Implement A/B testing for subscription campaigns and track subscription metrics (e.g., churn rate, reactivation rate).
• Analytics & Reporting: Regularly report on key metrics, identify areas for improvement, and implement learnings to enhance future campaigns.

Qualifications

• 5+ years as a CRM & Lifecycle Marketing Lead, ideally in a DTC subscription business.
• Strong background in channel marketing with hands-on experience across Email, SMS, and Offline channels.
• In-depth knowledge of CRM platforms, particularly Klaviyo. Skilled in creating and executing multi-channel campaigns to engage customers at different touchpoints. Experience integrating Email and SMS strategies within broader lifecycle marketing efforts.
• Ability to craft, edit, and send newsletters, oversee automation and email flows. Data-driven mindset with experience handling large data sets to inform strategies.

What you’ll thrive with

• A self-starter who takes initiative and can juggle multiple priorities.
• Curious, commercially aware, and always looking for the “why”.
• Positive, energetic, and open to feedback; able to voice thoughts to senior stakeholders.
• Proud of your work, able to see concepts through to completion.
• Comfortable with Google Analytics and other reporting solutions.

What you’ll get

• Core working hours of 10:00-16:00 with flexibility to adjust hours
• Hybrid working: 3 days in the office per week
• Work from anywhere for 2 weeks a year
• 25 days holiday plus bank holidays and your birthday off
• Enhanced Family Leave
• Free Soul product pantry in the office and monthly essentials delivered to your home
• 30% discount for friends and family
• Dog-friendly office
• Pension plan and Vitality health insurance
• Monthly team socials, lunch & learns and internal events

Job details

• Seniority level: Associate
• Employment type: Full-time
• Job function: Marketing
• Industry: Wellness and Fitness Services