Director of CRM Subscription & Loyalty Location: London (Hybrid) 4 days office-based. Salary: Up to £110,000, plus bonus and benefits About the Brand Fella & Jones are delighted to be working with a high-growth, supplement and lifestyle brand that is transforming the global wellness and beauty space. Built on innovation, science, and luxury positioning, this brand has quickly become one of the most talked-about names in the industry, with products that consistently generate international demand and a loyal following. The Role As Director of CRM, Subscription & Loyalty, you will have full ownership of CRM strategies and the subscription business, responsible for driving Monthly Recurring Revenue (MRR), optimising retention, and maximising customer lifetime value. This is a strategic yet executional leadership role in which subscriptions are treated as a core sales channel. You will lead CRM strategy end-to-end,spanning acquisition, engagement, retention, and win-back, whilst working closely with senior stakeholders across eCommerce, Brand, and Customer Experience. Reporting directly to the Chief Commercial Officer, this role offers the chance to make a significant impact on one of the most compelling growth journeys in wellness today. Key Responsibilities • Take full ownership of the subscription P&L, forecasting, delivering and growing MRR • Lead the CRM function, setting strategy across acquisition, lifecycle marketing and loyalty initiatives • Collaborate with eCommerce, Brand and CX to optimise customer journeys and messaging for subscription growth • Leverage data and analytics to forecast churn, improve retention and identify upsell and cross-sell opportunities • Champion a test-and-learn culture across subscriptions, bundling, membership benefits and advocacy programmes • Build, inspire and lead a high-performing team across CRM, Retention and Membership What We Are Looking For • A proven track record of scaling subscription-native consumer brands, ideally within cosmetics, supplements, food, wellness or lifestyle • Strong commercial accountability, with experience of owning revenue targets and treating subscription as a growth channel • Deep CRM expertise, covering lifecycle marketing, segmentation, automation and testing • Technical fluency across CRM and subscription platforms, alongside strong data literacy • A customer-focused leader with experience in premium or luxury environments • An inspiring people manager who can foster and embed a high-performance culture What’s on Offer • Competitive salary • Hybrid London working model, with international growth exposure • Direct commercial influence, with a seat at the leadership table • The opportunity to join a high-growth, innovation-led brand with a truly global footprint An opportunity to work in the industry’s most innovative businesses, which offer progression and scope. We would love to hear from you at Fella & Jones