CRM Manager UK

About the company

We address one of the world's biggest problems: how to end smoking.

There are 1.1 billion smokers worldwide, and around 8 million people die each year from smoking-related diseases. Our goal is to significantly reduce these numbers by helping people switch to better alternatives. Through our online stores, we make smoke-free nicotine products accessible to consumers around the world.

Haypp Group is one of the Nordics' leading e-commerce groups, operating eleven store brands across seven markets and serving more than one million active consumers. Through brands such as Snusbolaget, Northerner and Nicokick, we offer nicotine pouches, Swedish-style snus, and other smoke-free alternatives online.

Headquartered in Stockholm, we are approximately 300 colleagues united by a shared mission and entrepreneurial spirit. We combine the agility of a fast-growing company with the scale and ambition needed to drive meaningful change across global markets.

Your tasks

We are looking for a CRM Manager UK to take ownership of customer retention and lifecycle marketing in one of Haypp Group's most important and fastest-growing markets.

Retention, customer engagement, and long-term customer value are key drivers of our growth strategy. In this role, you will shape and lead the UK CRM strategy, developing initiatives that strengthen customer relationships, increase engagement, and maximise customer lifetime value. From strategic planning to hands-on execution, you will use data, technology, and experimentation to continuously improve the customer experience and deliver measurable business results.

You will join Haypp Group's wider CRM and retention community, collaborating with experienced specialists and market teams across multiple countries to exchange insights, share best practices, and drive innovation.

Locally, you will be part of our UK business unit, a close-knit team of around 16 colleagues focused on accelerating growth in the market. You will work cross-functionally with Commercial, Product, Analytics, Finance, Customer Experience, and Marketing, combining local market ownership with the expertise and scale of an international e-commerce business.

This is a highly visible role where you can make a tangible impact on business performance while developing your expertise in a fast-growing international organisation. You will also have the opportunity to explore new ways of working with personalisation, automation, and AI-driven insights.

• Own and develop the CRM and retention strategy for the UK market.

• Drive initiatives that increase customer lifetime value, retention, loyalty, and repeat purchasing behaviour.

• Lead lifecycle marketing across email, SMS, customer engagement initiatives, rewards programmes, and automated customer journeys.

• Develop segmentation, personalisation, and automation strategies to improve customer engagement and conversion.

• Monitor CRM performance, customer behaviour, and churn, identifying opportunities for continuous improvement.

• Design and execute A/B tests and other experiments to optimise lifecycle performance.

• Identify and develop customer engagement, retention, and rewards initiatives that strengthen brand affinity, encourage repeat purchasing, and increase customer lifetime value.

• Identify opportunities to leverage AI, automation, and customer intelligence to improve CRM effectiveness.

• Collaborate cross-functionally to deliver initiatives that drive business growth.

• Manage relationships with CRM technology partners and external providers.

• Own CRM reporting, performance analysis, and actionable recommendations.

Requirements

TO SUCCEED IN THIS ROLE, WE BELIEVE YOU HAVE

• Bachelor's degree in Business, Marketing, or a related field.

• 5+ years of experience within CRM, retention, lifecycle marketing, or customer engagement, preferably in e-commerce or other digital consumer businesses.

• Proven experience driving customer retention, engagement, customer lifetime value, and repeat purchasing behaviour through CRM, lifecycle marketing, rewards, or similar customer growth initiatives.

• Experience working with CRM, customer engagement, rewards, or lifecycle marketing platforms such as Klaviyo, Yotpo, Braze, Bloomreach, or similar solutions.

• Strong understanding of CRM, marketing automation, customer segmentation, and lifecycle marketing.

• Strong analytical capabilities with the ability to translate customer insights into actions and results.

• Experience designing and evaluating A/B tests, experiments, and optimisation initiatives.

• Strong project management skills, with the ability to manage multiple priorities in a fast-paced environment.

• Solid understanding of the UK market and consumer behaviour.

• Fluency in English, both written and spoken.

• Curiosity and enthusiasm for emerging technologies, including AI-powered CRM and automation solutions.

• ...and bonus points if you have experience working within highly regulated consumer industries.

YOU WILL PROBABLY THRIVE HERE IF YOU

• Love testing, learning, and continuously improving performance.

• Thrive in a fast-paced, entrepreneurial, and purpose-driven environment.

• Enjoy working collaboratively across functions, markets, and cultures.

What we offer

We are a value driven company with our values We team up, Innovation Drives Us, Inclusion and Non-Hierarchy and Going the Extra Mile at the heartbeat of everything that we do. With us you can always expect to get help from people who want to achieve things together and to be able to speak your mind in every social constellation you are part of. We highly value all ideas no matter where they come from, and we are not afraid to try new things out. We are also welcoming, inclusive and everyone at Haypp Group has a voice. In addition, we seize opportunities by putting in hands-on, hard work and celebrating when we reach our goals. With us, you should always feel safe, appreciated and valued but at the same time challenged and excited.

How to apply

If this sounds like a place where you would like to contribute and grow, we would love to hear from you. Haypp Group is committed to equality and diversity. We welcome applications from all qualified individuals regardless of background. If you have any questions about the role, feel free to reach out to our recruiter Anna Persson at anna.persson@hayppgroup.com.

Other

Hybrid work model with in-office collaboration Tuesday to Thursday at our Milton Keynes office.