CRM Marketing Lead

In this high-impact role you will focus on building out our CRM capability, from forming our strategy to the execution of data-driven, cross-channel programmes to convert, engage and retain our subscribers.

London · Full-time

The CRM Marketing Lead will play a crucial role at Finimize. As the founding member of our CRM team you will build out our CRM & Lifecycle capability and implement marketing automations that drive user engagement and growth. You will design and execute strategies that drive subscriber engagement, convert users and newsletter readers to our Finimize Premium subscription and mitigate churn. You will work closely with stakeholders across Growth, Community, and Product to create email, push, and in-app campaigns, optimizing them along the way with A/B and multivariate testing. Our ideal candidate is hands-on and technical, equally strategic and operational with experience building CRM programmes from scratch and has deep expertise building user journeys and automated workflows.

💪 Responsibilities:

  • Build a robust CRM program that drives acquisition, engagement and retention
  • Manage the end-to-end process for lifecycle communication across all channels – email, push, in-app – from brief to execution and post-campaign analysis
  • Create our audience segmentation strategy, define our subscriber segments and build our reporting for free and premium subscribers.
  • Own the lifecycle communications for Finimize Premium subscribers
  • Identify organic and manufactured triggers and design automated strategies that leverage triggers to drive habituation, engagement and retention.
  • Create programs for subscriber on-boarding, lifecycle management, and winback initiatives
  • Analyse campaign and channel performance and use insights to identify opportunities to increase engagement and conversion rates at all stages of our subscriber’s lifecycle journey
  • Manage experimentation process of iterative A/B and multivariate testing to continuously improve performance across all CRM channels
  • Own the CRM campaign calendar
  • Deliver consistent and innovative user experiences across our CRM channels that enables us to personalise our user journeys.
  • Partner with Product and Engineering to identify and build features that will support your CRM strategy
  • Create and share weekly and monthly performance reports.
  • Ensure proper communication hygiene and compliance protocols, following GDPR, CCPA, etc

Some things we consider critical to being our CRM Marketing Lead:

Critical Must Haves

  • Experience building CRM programs from scratch
  • Strong track record of executing successful cross-channel lifecycle comms that improves activation, engagement and retention
  • Technical aptitude with a creative eye. You are as adept at the technical intricacies of CRM systems and marketing ops as you are with creative design and messaging in your comms.
  • You are customer centric, and have a deep understanding of customer segmentation
  • Exceptional analytical skills, adept at generating insights and understanding customer behaviour
  • You have a bias for action and thrive in ambiguity
  • End-to-end planning, development and execution of large-scale cross-channel lifecycle campaigns.
  • Deep expertise with customer engagement platforms (Sailthru, Iterable, Braze, et al), Comfortable working cross-functionally with Product, Engineering, Content and Community teams on a consistent basis to maximise performance and improve KPIs
  • D2C experience required –
  • Experience delivering automation & personalisation strategies
  • Analytical – excited by and proficient at numerical marketing, a love for data
  • Obsession with your craft, down to the smallest detail


  • Experience with a subscription business a plus
  • Experience product analytics such as Mixpanel & Amplitude, or BI platforms such as Looker or ThoughtSpot
  • Experience with personalisation tools such as MovableInk, Fresh Relevance, or DynamicYield
  • Competency in coding HTML and CSS

How to apply

Send us an email at with a brief intro and your CV. You need to be able to work in London to be considered.

We’ll let you know we received your application and, if it makes sense, we’ll have a Skype call or grab a coffee to chat about things further 😀

👋 Psst... We're an equal opportunity employer and value diversity on our team.

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