Job Description
Job Title: CRM Manager
Department: Ecommerce / Digital
Reporting to: Head of Ecommerce
Contract type: Permanent, 40 hours per week. Open to 4 days / reduced hours
Location: The Fold’s Head office in Bermondsey. Hybrid working- 4 days per week in the office
About the Fold:
The Fold London is an award-winning British luxury womenswear brand built on a singular, powerful idea: that the women who run boardrooms, lead teams and shape the world deserve clothes as ambitious as they are. Founded with a clear mission to dress professional women with intention, The Fold has built a loyal global community of customers who value craft, quality, and considered design over fast fashion.
With a multi-channel presence - led by ecommerce and supported by our two London stores in Chelsea and the City – The Fold has built a loyal and growing customer base across the UK, US and internationally.
As we enter the next stage of growth, we are investing heavily in our international expansion, commercial capability, systems, customer insight and operational infrastructure. This role is a key part of that journey.
You can explore our world at www.thefoldlondon.com and find us on Instagram, LinkedIn, and Facebook as @thefoldlondon.
Role Overview:
This role sits within the Ecommerce team, reporting to the Head of Ecommerce, and owns the strategic architecture, technical execution, and lifecycle delivery of multi-channel customer relationship management.
The primary functional objective is to transform The Fold's CRM and retention infrastructure into an insight-led, automated, and scalable retention ecosystem, while launching loyalty initiatives and executing highly targeted, brand-aligned communications.
Key Responsibilities:
- Consumer Growth and Profitability
- Own consumer reporting as part of weekly/monthly trade planning and performance reviews
- Develop the continuous roadmap for improvement and expansion with our key CRM partners
- Deliver true brand loyalty through best in class consumer interaction
- Drive continuous improvement across retention rate, frequency and engagement
- Technical Responsibilities
- CRM Journey Architecture: Lead the design, configuration, and scaling of multi-step customer journeys within Ometria, utilising personalisation logic, event triggers, and advanced liquid syntax for dynamic content rendering.
- Audience Segmentation & Customer 360: Define, build, and maintain high-granularity customer segments and lifecycle cohorts based on historical purchase data, RFM matrices, and real-time behavioral data syncs.
- Brand & Creative Integration: Serve as the technical partner to the brand and creative functions; own the briefing workflow to ensure all dynamic templates and channel-specific digital assets are optimized for technical delivery while strictly adhering to brand standards.
- Loyalty Program Management: Develop and optimise the technical mechanics, automation flows, and customer communication paths for database reward initiatives and engagement programs.
- Print Catalogue Data Strategy: Manage the data selection, list cleansing, deduplication, and audience segmentation for the UK and US print catalogues, conducting end-to-end match-back analysis to verify commercial lift.
- On-Site & Interactive Campaigns: Work with the broader ecommerce team to manage on-site activation mechanics, landing page forms, and interactive competition draws to drive first-party data enrichment.
- Multi-Channel Scaling: Execute the technical implementation and delivery parameters for the rollout of channels such as SMS and WhatsApp
- Deliverability & System Hygiene: Own technical database health, supervising IP warming, sender reputation protocols, spam filters, and bounce-rate tracking across all international territories.
- Reporting & Data Storytelling: Oversee weekly and seasonal CRM performance reporting, translating analytical outputs from GA4 and Looker into actionable recommendations for trade, buying, and senior management teams.
- Experimentation & Incrementality Frameworks: Embed an agile approach to testing by configuring robust A/B testing matrix structures, holdout groups, and incrementality tracking methodologies to accurately prove channel revenue lift.
About You
We are looking for someone who genuinely consumer obsessed and wants to bring our amazing brand to life – driving loyalty through best in class execution
- Technical CRM Expertise: Minimum 3 years' hands-on experience in email/SMS marketing within an ESP or CDP-driven environment (client or tech-side)
- ESP & CDP Knowledge: Deep understanding of leading ESPs (e.g., Braze, Salesforce Marketing Cloud, Ometria) and customer data platforms (CDPs) for audience segmentation and orchestration
- Campaign Execution: Proven experience in briefing and/or directly building campaigns, including experience with modular email design, dynamic content, and personalization logic.
- Segmentation & Personalisation: Strong grasp of customer segmentation principles and their application in automated CRM workflows
- Analytics & Optimization: Experience using analytics tools (e.g., Google Analytics, Adobe Analytics, Looker) to evaluate campaign performance and inform future strategies
- Stakeholder & Agency Management: Ability to manage cross-functional teams, aligning marketing, creative, and insights teams with CRM objectives
- Test & Learn Mindset: Comfortable setting up and interpreting A/B tests, incrementality tests, and other experimentation frameworks to optimize CRM performance
- Global Experience: Experience managing CRM strategies across multiple international markets.
Benefits & Perks:
We believe great work happens when people feel supported, valued, and inspired—here’s how we make that happen:
- 33 days holiday (25 days + bank holidays) + option to buy more!
- Pension scheme
- Salary sacrifice options (pension & childcare)
- Financial wellbeing platform to support your goals
- £1,250 annual The Fold gift voucher
- Bike to work scheme to save on bikes & equipment
- Employee Assistance Programme (confidential wellbeing support when you need it)
- Eye care support
- Enhanced maternity pay
- Friends & family discount – enjoy 50% off full retail price
- Monthly social events, plus summer & Christmas parties
- Summer Fridays for that early start to the weekend
- Fully stocked snack cupboards, fresh fruit, plus great coffee & tea
- Opportunities to give back through volunteering with our charity partner, Smart Works
Why The Fold
- A brand with a clear point of view and a fiercely loyal customer base — you will be selling something you can believe in
- Opportunity to play a highly visible role in a growing premium fashion brand
- Direct exposure to the leadership team and key strategic initiatives
- Broad and genuinely commercial remit with real influence on business performance
- Opportunity to help shape the next stage of international and operational growth
- Entrepreneurial environment with high levels of ownership and autonomy
- Collaborative culture with ambitious plans for the future
- Recent investment from a new owner. The brand is at a new chapter of growth across both existing and new channels, and operates internationally.
Diversity and Inclusion
We promote a diverse and inclusive workplace which harnesses the benefits of the diversity of our team and strives to represent the communities in which we live and work. Our vision is to establish an environment that attracts individuals from a wide range of backgrounds and talents, empowering them to contribute their best and authentic selves. We welcome and encourage applications from those who share our commitment to fostering this inclusive and authentic work culture.