Overview

CraftGinClub is one of the UK's leading premium alcohol retailers. Our mission is to get amazing, hard-to-find drinks into the glasses of discerning drinkers, while supporting the growth of artisan producers around the world. The Head Of Customer Marketing / CRM is a key role to help achieve this growth. The Sales & Marketing department collaborates with Acquisition, Brand, Website, Commerce, Tech, Customer Service, and Product teams to drive brand and business performance.

We are expanding beyond gin into other spirits and increasing opportunities to deliver great experiences for customers. This role reports to the CSMO and leads the Customer Marketing function within the Sales & Marketing team.

Responsibilities

• Lead, coach and develop a Customer Marketing team focused on onboarding, retention, and monetisation through cross-sell, re-sell, and up-sell initiatives
• Own the CRM strategy and execution (likely on Klaviyo), building automations, customer journeys, broadcast campaigns, and data-driven optimisations
• Audit current data systems and set a clear strategic roadmap with actionable milestones
• Onboard and integrate systems/tools as needed; collaborate with sister teams to align production plans
• Manage campaigns across proactive and reactive channels and journey management for different customer types
• Analyse performance, monitor KPIs across email and SMS, and adjust tactics to meet targets
• Lead, direct, coach and mentor the Customer Marketing team and manage stakeholders across the business

Qualifications & Requirements

• Experience leading a CRM/Customer Marketing function with a hands-on, implementational approach
• Strong data analysis, problem-solving, and opportunity identification skills
• Experience developing and growing a small team in a growing business
• Comfort with building programs from scratch and navigating uncertainty and complexity
• Desire for career progression within a close-knit, dynamic team
• Collaborative mindset with a positive, diverse, and open working culture
• Willingness to commit to delivering excellent work and demonstrating results
• Technical/analytical CRM background, with ability to build automations and journeys from triggers
• Experience with copywriting is a plus; creative production support available in-house and via agencies

Remit & Role Context

The Customer Marketing team is expanding to scale marketing programmes and migrate to a new CRM provider (Klaviyo). The role requires a technically oriented marketer who can manage infrastructure, planning, and execution of customer journeys and campaigns, with a strong emphasis on data-driven decision making.

Benefits

• Hybrid working: Wed/Thu in Barbican office; remote Mon/Tue/Fri
• Flexible working hours
• 25 days holiday, increasing with length of service
• Weekly gin and rum tastings
• Generous staff discount on the online store
• Regular product tastings and industry events
• Clear career progression opportunities as the business grows
• Dynamic working environment and regular social events

Seniority level

• Mid-Senior level

Employment type

• Full-time

Job function

• Marketing

Industries

• IT Services and IT Consulting

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