CRM & Loyalty Lead / Head of CRM

About the role

Wheely is seeking a CRM leader to manage our lifecycle marketing, loyalty programs, and multi-channel communications for both corporate and private clients. You will report to the founders and executive team while partnering with the Product and Partnerships departments to execute campaigns for major events like Royal Ascot and Henley Regatta. The successful candidate will own the end-to-end strategy, execution, and optimization of our CRM initiatives, ensuring that every interaction reinforces the premium positioning of our brand. You will be responsible for translating high-level business objectives into actionable plans that drive sustainable growth and deepen long-term customer relationships across our global touchpoints. This role requires a strategic thinker who can balance data-driven rigor with creative storytelling to deliver exceptional member experiences. You will lead cross-functional collaboration to ensure that our CRM efforts are aligned with broader commercial goals and product roadmaps. Ultimately, you will shape the future of our engagement strategy by building scalable systems and processes that maximize customer lifetime value.

Key facts

What you'll do

• Direct the CRM strategy for lifecycle, product, and partnership initiatives across push, email, and in-app channels.
• Manage the optimization roadmap to improve KPIs such as churn and conversion rates through methodical experimentation and insight generation.
• Design and execute A/B and multivariate testing programs to refine personalization and segmentation, ensuring that messaging resonates with distinct audience cohorts.
• Coordinate with Engineering, Analytics, Design, and Growth teams to implement technical integrations and product updates that enhance the member journey.
• Document best practices and maintain campaign performance standards to ensure consistency and scalability across all CRM activities.
• Extract and interpret data independently to drive decision-making, using quantitative insights to validate hypotheses and guide strategic pivots.
• Collaborate with the Product and Partnerships departments to plan and execute campaigns for major events like Royal Ascot and Henley Regatta, aligning timelines and content with brand objectives.
• Develop and maintain a deep understanding of our corporate and private client segments to tailor communications that reflect their unique needs and preferences.
• Leverage marketing automation platforms to build sophisticated workflows that nurture leads, retain customers, and encourage repeat bookings.
• Partner with Analytics to define, track, and report on core CRM metrics, creating dashboards that provide real-time visibility into campaign performance.

Requirements

• Minimum 5 years of professional experience in CRM campaign management within a high-growth or enterprise environment.
• Deep technical proficiency with marketing automation tools like Braze or Iterable, including hands-on experience building and managing complex campaigns.
• Ability to independently extract and interpret data to drive decision-making, utilizing SQL or similar querying languages where necessary.
• Experience designing and analyzing complex experiments, including hypothesis formulation, sample sizing, and statistical interpretation.
• Technical capability to troubleshoot HTML/CSS and work with personalization templating languages to ensure accurate and visually appealing communications.
• Strong understanding of CRM metrics and lifecycle strategies, with a proven track record of improving retention, engagement, and conversion rates.
• Excellent collaboration skills, with the ability to work effectively with cross-functional stakeholders at all levels of the organization.
• Demonstrated ability to manage multiple priorities in a fast-paced environment while maintaining attention to detail and quality standards.

Nice to have

• Candidates demonstrating high-level strategic capability and advanced Braze expertise may be considered for the Head of CRM title immediately. Otherwise, the role begins at the Lead level with a defined path to promotion to Head of CRM within 12 to 18 months.
• Experience working in the luxury transportation or premium mobility sector, with an understanding of the unique expectations and service standards associated with these industries.
• Familiarity with membership-based business models and loyalty program design, including tiered structures and reward optimization.
• Background in managing integrations between CRM systems and third-party platforms, such as payment processors, event management tools, and customer support software.
• Demonstrated success in scaling CRM operations internationally, including experience with localized messaging and compliance considerations.

Practical notes

• Compensation includes a competitive salary and employee stock options.
• Benefits include private medical and dental insurance, life and critical illness cover, a professional development stipend, a Cycle to Work scheme, and monthly credits for Wheely rides.
• We provide relocation support, including visa sponsorship and a relocation allowance.
• The role offers flexible start and finish times.

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Engagement: Full-time, office-based (4 days in West London, 1 day remote).

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Location: London, England, United Kingdom.