Lifecycle CRM Manager - THG Nutrition

About THG 

We are THG, a global ecommerce group on a mission to be the global online leader in beauty and sports nutrition. 

Our portfolio of leading retailers and brands such as LOOKFANTASTIC, Myprotein, ESPA, Perricone MD, and Cult Beauty form our two core businesses: THG Beauty and THG Nutrition. 

With us, you’ll go further, faster. What are you waiting for? 

Role: Lifecycle CRM Manager

Brand / Business Unit: CRM | Myprotein 

Reporting to: Head of Retention & Loyalty

Location: THG ICON 1, 7-9 Sunbank Lane, WA15 0AF (Fully office based)

THG Nutrition:  

THG Nutrition is home to some of the best loved and most trusted names in wellbeing and nutrition, including Myprotein, the world's largest online sports nutrition brand, and its family of brands, Myvegan, Myvitamins and MP Activewear. Our brands and people exist to break boundaries; to power and empower those who want more. 

Role Overview

The Lifecycle Campaign Manager is responsible for owning and optimising the full customer lifecycle across CRM channels for Myprotein within THG Nutrition, driving retention, repeat purchase, and lifetime value through data-led, multi-channel marketing at scale.

Key Responsibilities

Lifecycle Ownership

• Own the end-to-end customer lifecycle across acquisition, onboarding, retention and reactivation


• Define and optimise key lifecycle moments that drive engagement, loyalty and repeat purchase behaviour


• Identify opportunities to improve customer lifetime value across the full funnel

Segmentation & Personalisation

• Develop and refine customer segmentation strategies using behavioural, transactional and lifecycle data


• Deliver highly personalised and targeted communications to improve engagement and conversion


• Continuously optimise targeting strategies to increase relevance and performance

 Multi-Channel Campaign Delivery & Commercial Alignment

• Plan and execute CRM campaigns across email, SMS, push notifications and on-site messaging aligned to trading calendars and product launches


• Build and optimise automated lifecycle journeys including welcome, abandonment, post-purchase, replenishment and win-back flows


• Partner with brand, marketing and ecommerce teams to ensure CRM activity supports commercial priorities and revenue targets

Experimentation & Optimisation

• Lead structured A/B testing across content, timing, incentives & creative execution


• Analyse test results to identify performance drivers & customer behaviour insights


• Apply learnings to continuously improve retention, conversion rates & CLTV

 Data & Performance Reporting

• Monitor and analyse CRM performance across key metrics including open rate, CTR, conversion rate, revenue per send and retention


• Translate performance data into actionable insights and strategic recommendations


• ·Report on campaign effectiveness and lifecycle performance to key stakeholders across the business

Role Requirements

• Proven experience in CRM, lifecycle marketing, or retention-focused roles within ecommerce


• Strong understanding of customer segmentation, behavioural marketing and lifecycle strategy


• Experience working with CRM and marketing automation platforms (e.g. Braze, Bloomreach, Klaviyo etc)


• Commercial mindset with ability to link CRM activity to revenue and customer lifetime value


• Strong analytical skills with confidence interpreting campaign performance data


• Experience working in fast-paced, performance-driven digital or D2C environments


• Excellent communication and stakeholder management skills

What’s in it for me? 

Career Development 

• Access bespoke development programmes that have been designed and developed by our in-house L&D team. 


• Develop your expertise through our upskilling programme that is delivered in partnership with an industry-leading training provider. 

Enhanced Leave 

• 25 days annual leave plus bank holidays. 


• Don’t want to work on your birthday? We don’t either! Enjoy your day off on us! 


• Enhanced maternity and paternity pay, depending on length of service. 


• Up to 10 days compassionate leave. 


• Buy back up to 3 days each year. 


• Unlock 2 days volunteer leave after 12 months 

Wellbeing Support 

• Access face-to-face and virtual appointments with our in-house GP. 


• Access our 24/7 Employee Assistance Programme (EAP), which is provided by Bupa. 


• State-of-the-art on-site gym. 


• Access to our on-site physio. 

Other Perks 

• Save up to 12% on the cost of personal tech through our salary sacrifice scheme. 


• Subsidised bus pass from Manchester City Centre to our ICON office. 


• Up to 50% staff discount on THG brands. 


• On-site staff shop. 


• Access to on-site barber. 


• Know someone who would be perfect for THG? Refer them and get up to £1,000 when they pass their probation. 


• Anniversary gifts when you hit 5 and 10 years of service. 


• We are an equal opportunities employer. 

We’re committed to creating a diverse and inclusive workplace that allows everyone to thrive, and strongly encourage all candidates from all backgrounds and identities to apply. 

Please email [email protected] if you require any additional support or need to make any adjustments to our recruitment process. You don’t need to disclose your disability or condition; you just need to let us know what support you need or changes you need to make. If you’re not sure, we can work with you to explore the available options. 

THG is proud to be a Disability Confident Committed employer. If you are invited to interview, please let us know if there are any reasonable adjustments we can make to the recruitment process that will enable you to perform to the best of your ability.

THG is committed to creating a diverse & inclusive environment and hence welcomes applications from all sections of the community.

Because of the high volumes of applications our opportunities attract, it sometimes takes us time to review and consider them all. We endeavour to respond to every application we receive within 14 days. If you haven't heard from us within that time frame or should you have any specific questions about this or other applications for positions at THG please contact one of our Talent team to discuss further.