CRM & Lifecycle Marketing Lead

We’re Free Soul - wellbeing for her, however she defines it. Because no two experiences are ever the same, and her path deserves to be as individual as she is. 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.

How do we do it? By creating expertly formulated products with clinically tested ingredients that support every woman’s unique needs.

Working at Free Soul is more than just a job - it’s a purpose. We’re a mission-led team where everyone genuinely cares about the impact we’re making.

We lead with ownership - taking responsibility for our work, our ideas, and the energy we bring. Each person has the freedom and trust to run with bold ideas and be accountable for making them happen.

We show up with respect and kindness - to our teammates, our community, and ourselves. We listen. We celebrate differences. And we create a space where everyone feels seen and valued.

We’re driven by a growth mindset - we stay curious, open to feedback, and committed to learning. Challenges are seen as opportunities, and we never stop evolving - as individuals, as a team, and as a brand.

We own the women’s nutrition space by doing things differently - liberating, not restricting. We celebrate every side of her - the quirks, the flaws, the fierce and the tender. Our brand reflects her real, raw journey and gives her the freedom to show up exactly as she is.

That’s what makes Free Soul a truly special place to work.

What you’ll be doing

As our CRM & Lifecycle Marketing Lead, you’ll take the lead in shaping how customers experience our brand at every stage of their journey. Using data-driven insights, you’ll create and optimise lifecycle campaigns that nurture, convert and retain. Working closely with our Head of Retention & Customer Strategy, you’ll be key to driving growth in our subscription base, shaping how we retain, delight and grow our customer community.

Email Marketing Strategy & Execution

• Lead and implement email campaigns from start to finish, including planning, segmentation, testing, and launch.
• Focus on timely, personalised delivery to optimise performance across all customer segments.
• Track key metrics (e.g. open rate, click through) and use findings to improve campaign strategy.

Lifecycle Campaign Management

• 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.

Collaboration & 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, including onboarding, renewal reminders and win-back initiatives to maximise customer lifetime value.
• Use data insights to segment audiences and deliver personalised content that resonates with subscription customers at different stages.
• Implement A/B testing for subscription campaigns to refine messaging, incentives and cadence.
• Track key subscription metrics (e.g., churn rate, reactivation rate) and use findings to improve campaign effectiveness.

Performance Analysis

• Regularly report on key metrics, identify areas for improvement and implement learnings to enhance future campaign success.

What we’re looking for in you

• Experienced CRM & Lifecycle Marketing Lead with 5+ years in the field, ideally in a DTC subscription business.
• Strong background in channel marketing, with hands-on experience across various platforms including Email, SMS, and Offline channels.
• In-depth knowledge of CRM platforms, particularly Klaviyo.
• Skilled in creating and executing multi-channel marketing campaigns to effectively engage customers at different touchpoints.
• Expertise in integrating Email and SMS strategies within broader lifecycle marketing efforts to maximise customer reach and retention.
• Capable of crafting, editing, and sending newsletters, as well as overseeing automation and email flows.
• Data-driven mindset with experience handling large data sets to inform strategies.

You’ll thrive here if you’re

• A self-starter who loves taking initiative and ownership, and can juggle multiple priorities
• Curious, commercially aware, and always looking for the “why”
• Positive, energetic, and open to feedback, you see every challenge as a growth opportunity
• Someone able to confidently voice their thoughts and opinions to senior stakeholders
• Proud of what you do, seeing things through from concept to completion
• Someone comfortable with Google Analytics and other reporting solutions

What you’ll get in return

• Core working hours of 10:00-16:00. We’re all about flexibility when it comes to your hours! Feel free to adjust your schedule to fit your needs
• Hybrid working: 3 days in the office per week
• Work from anywhere for 2 weeks a year
• 25 days holiday as well as bank holidays AND your birthday off!
• Enhanced Family Leave
• Free Soul product pantry - access to a variety of Free Soul products whilst working in the office
• Your monthly Free Soul essentials, delivered to your home - for free!
• 30% friends and family discount
• Dog-friendly office
• Pension plan
• Access to Vitality health insurance
• Monthly team socials, lunch & learns and internal events