CRM and Customer Engagement Executive

Location: London (Hybrid - Remote)

Basis: Full-Time

Contract: Permanent

Salary: Competitive

Reports to: Global Head of E-Commerce

About Rough Trade

Rough Trade is looking for a strategic and data-driven Customer Engagement & CRM Executive to lead our customer communications and relationship strategy across email, site messaging, and emerging channels. This role will be pivotal in shaping the customer journey, growing loyalty, and driving lifetime value.

Since 1976, Rough Trade has stood at the intersection of music, culture, and community. From our legendary record stores to our online presence, we pride ourselves on curating discovery—new artists, new sounds, new ideas. We’re looking for someone who shares that ethos and knows how to turn great stories into measurable results.

The Role

We are seeking an experienced Customer Engagement & CRM Executive to own our customer communications and relationship strategy across all channels. This role goes beyond email marketing, shaping the end-to-end customer journey and driving lifetime value, loyalty, and advocacy. You’ll combine creativity with analytical rigour, ensuring every message and interaction reflects our brand and deepens customer relationships.

What You’ll Do

• Own the full customer engagement lifecycle across email, site messaging, loyalty programmes, and future channels (e.g. SMS, push notifications).

• Develop and execute strategic CRM campaigns that grow retention, lifetime value, and customer satisfaction.

• Lead segmentation, personalisation, and automation strategies to deliver the right message to the right customer at the right time.

• Evolve Rough Trade’s CRM ecosystem by driving improvements to tools, platforms, and data capabilities.

• Create and optimise automated customer journeys , including welcome series, post-purchase, win-back, and loyalty communications.

• Work cross-functionally with Ecommerce, Content, Buying, and Customer Service teams to align campaigns with business priorities and customer needs.

• Own reporting and insights on all engagement initiatives, driving continuous improvement and data-driven decision-making.

• Champion the customer voice across the business , ensuring feedback is integrated into the overall strategy.

• Plan and manage competitions and community-led initiatives , fostering deeper engagement with our brand.

• Identify and test emerging digital tactics to further enhance customer connection and performance.

What We’re Looking For

• Proven experience in CRM or Customer Engagement roles , ideally with multichannel ownership (email, loyalty, digital channels).

• Strong knowledge of customer data, segmentation, and lifecycle marketing in a retail or e-commerce environment.

• Demonstrated ability to drive loyalty, retention, and long-term customer value .

• Confidence working with CRM platforms and marketing automation tools (Klaviyo experience is a plus).

• Analytical mindset with a track record of using insights to drive decision-making and growth.

• Excellent communication and stakeholder management skills, with experience working cross-functionally.

• A creative eye for brand storytelling and content , with the ability to balance this with commercial objectives.

• Passion for music, culture, and independent retail.

Why Join Rough Trade?

• Be part of a team shaping one of the most iconic music brands in the world.

• Bonus and profit-sharing schemes.

• Work in a creative and culturally rich environment.

• Employee discount on music, books, and merchandise.

• Hybrid working and flexible hours available.

• Opportunity to shape the future of Rough Trade’s digital customer experience and leave a lasting impact.