Tildenet

Tildenet Group is a multi-brand business operating across consumer and trade markets, with activities spanning horticulture, gardenware and specialist commercial sectors. Our portfolio includes consumer-facing brands such as Agriframes and Knowle Nets alongside Tildenet Gardenware and wider B2B/commercial operations. We are ambitious for growth and are investing in stronger digital, e-commerce and customer capability to support the next stage of the business. About the Role The CRM & Lifecycle Manager is responsible for increasing the value of identified and existing customers through data-led CRM, lifecycle marketing, retention and loyalty. The role owns the customer relationship from welcome and first purchase through post-purchase, repeat purchase, retention and reactivation, and will develop Garden Rewards and future loyalty programmes into a stronger and more meaningful customer proposition. Key Responsibilities • Own the consumer CRM and lifecycle strategy, ensuring customers receive relevant communications and experiences according to their behaviour, value, interests and stage in the customer journey. • Own the commercial email programme, including audience selection, segmentation, targeting, cadence, testing, optimisation and performance reporting. • Build and optimise automated lifecycle journeys including welcome, browse abandonment, basket abandonment, post-purchase, second-purchase and reactivation programmes. • Own customer segmentation by behaviour, value, purchase history and lifecycle stage and use this insight to improve relevance and commercial performance. • Develop CRM personalisation across email and other relevant customer communications, working with Brand & Content to maintain a distinctive and consistent brand voice. • Own Loyalty scheme strategy and performance, developing it beyond a promotional mechanism into a genuine loyalty and membership proposition. • Develop Garden Rewards benefits including early access, previews, relevant seasonal content, selective offers, partner benefits and recognition of high-value customers. • Own repeat-purchase, retention and lapsed-customer reactivation strategy, with particular focus on improving the journey to second purchase. • Own CRM-attributable and lifecycle automation revenue, ensuring CRM activity is measured commercially rather than primarily by sends, opens or clicks. • Own customer lifetime value analysis and development, using acquisition economics from Acquisition and conversion/AOV insight from E-commerce. • Monitor customer cohorts, behaviour and sentiment and feed useful customer insight into E-commerce, Acquisition, Brand & Content and wider consumer planning. • Own basket and browse abandonment recovery communications while E-commerce owns diagnosis and removal of the underlying onsite friction. • Work with E-commerce on lifecycle cross-sell, product recommendations and customer behaviour, distinguishing onsite recommendations from CRM-led personalised communications. • Own CRM data quality, customer preferences and consent processes, working with technical/digital support where required. • Provide clear weekly retention, repeat-purchase and lifecycle reporting as an input to the consolidated consumer digital trading view. Person Specification • Strong hands-on CRM, email, lifecycle or retention marketing experience within a consumer or e-commerce business. • Demonstrable experience building and optimising automated customer journeys. • Strong understanding of customer segmentation, retention, repeat purchase and customer lifetime value. • Experience developing loyalty, membership or rewards propositions would be advantageous. • Commercial mindset with the ability to connect CRM activity to revenue, customer value and margin rather than engagement metrics alone. • Strong analytical skills and confidence working with customer, cohort and behavioural data. • Experience with CRM, email automation and customer data platforms or equivalent tools. • Good understanding of consent, preferences and practical CRM data discipline. • Strong testing and optimisation mindset. • Collaborative approach and ability to work closely with E-commerce, Acquisition, Brand & Content and Outreach & Partnerships. • Experience in premium consumer, garden, home, lifestyle or another considered-purchase category would be advantageous.