CraftGinClub is one of the UK’s leading premium alcohol retailers. Our mission is to get amazing impossible-to-find drinks into the glasses of discerning drinkers, whilst supporting the growth of artisan producers across the world.
Our award-winning in-house team of experts curates and manages the whole process – and whilst we are principally known for our subscription service delivering incredible experiences to our customers every month, we also have a growing ecommerce store, which offers not only the products we source, but exclusive lines made by our own distillers and manufacturers.
With tens of thousands of customers, we have featured on the BBC, GQ and The Telegraph, and have been heralded as one of the most successful ever investments on Dragon’s Den!
As consumers tastes evolve and the hospitality sector changes, we are expanding our offering and readying ourselves for a new period of growth – moving beyond gin into other spirits, and giving consumers more choice and more opportunity to have truly great experiences.
The Head Of Customer Marketing / CRM is a key role to help achieve this.
THE TEAM
This role sits within the Sales & Marketing department, and will work closely with
Acquisition, Brand, Website, Commerce, Tech, Customer Service, and of course our Product team.
Sales & Marketing is a core driver for moving our business forwards, and is responsible for a range of requirements across the business – improving our brand, forming new incentives, expanding and refining our offering, designing content, producing magazines, running adverts, acquiring new customers and nurturing our database of customers.
We already have teams in place looking after Brand, Acquisition, Website and Commerce, and are now investing in our Customer Marketing team. This team will be responsible for marketing to our databases, with two key goals : to improve our subscriber retention rates; and to drive up monetisation through cross-sell, re-sell and up-sell.
THE PERSON
In a nutshell, the Head Of Customer Marketing will be our loyalty champion, responsible for giving customers the best possible user journeys as they onboard, getting them what they need once signed up, all to drive up our commercial performance.
Reporting into the CSMO, this role will be a key leader within the Sales & Marketing
team, helping guide the overall department with specific authority and
accountability for the Customer Marketing function within it.
This is an ideal role for someone who:
- Is a real player-manager – willing to get involved from an implementational perspective, bringing an energy to what they do
- Enjoys digging into data, problem-solving and finding opportunities
- Loves developing a small team and leading them to deliver great work
- Gets excited about shaping things from scratch
- Can manage uncertainty and complexity, and form and deliver solutions
- Wants to progress their career within a close-knit team and growing business environment
- Likes a fun, open working environment where they can be themselves and loves a diverse caring community
- Wants to dedicate themselves to delivering excellent work and seeing the results of their endeavours
THE REMIT
Whilst the Marketing team is well established, the Customer Marketing team is relatively underserviced for the size and maturity of the business – we are in the process of migrating to a new CRM provider (Klaviyo), and a lot of foundational work will need to be done to set things up properly to scale out marketing programmes.
This role will best suit someone with a more technical and analytical approach to CRM marketing - we need someone who can build automations and journeys from triggering events, create and send broadcast emails campaigns, and analyse what is working and what to do next. We have in-house and agency support for creative production, so the person does not need to be a designer, but a firm grasp of copywriting would be an advantage.
The person who fills this position will shape much of what needs to be done, but as a first view we envisage:
- Audit – reviewing everything we currently have set up across the current data systems we use and benchmarking current performance
- Strategy – identifying a direction we need to head in, and giving a clear actionable roadmap of what we need to do and when
- Infrastructure – identifying and onboarding systems and tools if needed Planning – getting colleagues and sister teams lined up with a strong degree of project management to start a production plan
- Campaign management – owning proactive campaigns, reactive campaigns, and journey management of our various customer types
- Analysis – monitoring performance and tracking KPIs across email and SMS (and beyond as our offering changes) ensuring targets are met
- Team leadership – leading, directing, coaching and mentoring a Customer Marketing team
- Stakeholder management – working closely with teams around the business, ensuring a collaborative approach to driving results
- Hybrid working – Wed/Thu in our Barbican based office, remote on Mon/Tue/Fri
- Flexible working hours
- 25 days holiday rising with length of service
- Weekly gin and rum tasting
- Generous staff discount on our online store
- Opportunity to take part in regular product tastings and attend industry events
- Real career progression opportunities, with the chance to grow as we do
- Dynamic working environment
- Regular social events
