Master of Malt

Customer Success Manager

• **About Us****We’re a high-performance, growth-driven ecommerce business with around 150 people and big ambitions. We move fast, set high standards, and give our people real ownership. If you’re excited by impact, accountability, and building things that scale, you’ll feel at home here.
• **The Role****We’re looking for a **CRM & Lifecycle Marketing Manager** to own and deliver our CRM and lifecycle marketing strategy across both **D2C and B2B ecommerce** channels.
• Reporting into the **Head of Ecommerce**, this is a true **player-coach role**. You’ll set the strategy and direction, lead and develop a small CRM team, and stay hands-on with execution, optimisation, and performance analysis. Your mission: drive customer retention, engagement, and lifetime value, while ensuring CRM is tightly aligned to ecommerce trading and commercial objectives.
• This role is ideal for someone who thrives in a high-performance environment and enjoys combining strategic thinking with hands-on delivery.
• You will need to be able to attend our Tonbridge office in Kent 1-2 days a week.
• What You’ll Be Responsible For**CRM & Lifecycle Strategy (B2C and B2B)**
• - Own the end-to-end CRM and lifecycle marketing strategy across D2C and B2B ecommerce.
• - Design and optimise customer journeys across acquisition, onboarding, engagement, retention, reactivation, and loyalty.
• - Develop distinct lifecycle strategies for B2C and B2B audiences, reflecting different buying behaviours and decision cycles.
• - Ensure CRM activity is fully aligned with ecommerce trading plans and wider marketing initiatives.
• **Campaign Delivery & Execution**
• - Oversee planning and delivery of CRM campaigns across email and other owned channels (SMS, onsite messaging, push where relevant).
• - Remain hands-on with segmentation, setup, QA, and deployment when needed.
• - Champion best-practice personalisation, targeting, and frequency management.
• - Maintain high standards of data hygiene, consent, and compliance.
• **Automation & Customer Journeys**
• - Lead the development and optimisation of automated journeys, including welcome, abandoned browse/cart, post-purchase, replenishment, and re-engagement.
• - Identify opportunities to scale CRM impact through smarter automation and data usage.
• - Continuously test, iterate, and improve journey performance.
• **Analysis, Insight & Optimisation**
• - Own CRM reporting and performance analysis, tracking engagement, conversion, repeat purchase, CLV, and revenue contribution.
• - Use insights to inform segmentation, targeting, and lifecycle strategy.
• - Lead A/B and multivariate testing across content, timing, offers, and journeys.
• - Present clear, actionable insights to the Head of Ecommerce and senior stakeholders.
• **Team Leadership & Management**
• - Line manage two CRM Executives, setting clear objectives and supporting ongoing development.
• - Establish efficient ways of working across campaign delivery, automation, and reporting.
• - Act as a point of escalation and quality control for CRM output.
• - Build a collaborative, high-performance team culture.
• **Technology & Capability Development**
• - Own and optimise our CRM and ESP setup (currently **Klaviyo**).
• - Bring experience of other ESPs and CRM platforms, with the ability to evolve or scale tools as the business grows.
• - Work closely with internal teams and external partners to improve integrations, data flows, and platform capability.
• - Lead initiatives to increase CRM sophistication through better tooling, processes, and automation.
• What Success Looks Like
• - Improved retention and customer lifetime value across B2C and B2B.
• - Strong, measurable revenue contribution from CRM campaigns and journeys.
• - Scalable, well-structured automation and segmentation.
• - Clear CRM insights shaping ecommerce and marketing decisions.
• - A motivated, high-performing CRM team delivering consistently high-quality work.
• If you’re excited by ownership, pace, and the opportunity to build CRM capability in a growing, high-performance business, we’d love to hear from you.

CRM & Lifecycle Marketing Manager

Marketing

• Developing channel-specific trade marketing and sales execution strategies
• Planning and forecasting sales projections linked to marketing activity
• Managing brand marketing budgets to deliver against commercial targets
• Creating compelling sales tools to support our sales teams
• Delivering best-in-class digital, in-store and on-shelf execution
• Running online campaigns to boost visibility, reviews and search rankings
• Analysing ROI, performance data, competitor activity and market trends

Trade Marketing Manager

Account Manager

• Win new business while maintaining and growing existing accounts across the UK On-Trade
• Proactively identify, target and convert new business opportunities
• Build pipelines and manage the sales cycle end to end
• Identify business-building opportunities using revenue and margin insight
• Collaborate with Brand, Marketing, RTM and MoM Trade teams
• Drive distribution, visibility and rate of sale through Master of Malt Trade
• Grow basket spend and representation of core Maverick brands
• Support activations and brand building with third-party partners
• Act as a brand ambassador at events and tastings

New Business Account Manager – Wholesale

• Drive distribution and growth of the award-winning Maverick Drinks brand portfolio across your customer base; act as a consultant to the trade, bringing customers on the craft spirits journey.
• Work closely with the trade marketing, brand ambassadors, trade and sales team to increase distribution and brand awareness
• Utilise key contacts within your network to create new business opportunities across your territory and establish a broad and diverse customer base, including strategic ‘lighthouse’ accounts for our key brands
• Create the territory strategy in line with the Maverick Drinks strategic objectives, with a clear vision for target listings both on back bar and cocktail menus
• Manage the full customer picture, keeping track of relevant account information
• Plan and execute A&P investment brilliantly to ensure that all trade marketing activity and activations drives a positive return on investment
• Use your expertise on the craft and premium spirits portfolio and consumer to share category trends and insights in order to facilitate decision making and product ranging, leading to a greater presence for our brands
• Drive distribution, visibility and rate of sale of our core brands, subsequently leveraging these listings to further establish distribution of the wider Maverick Drinks portfolio
• Support customers and the wider team to deliver liquid, brand and category training and tastings to embed our brands and drive value for the customer
• Liaise with the route-to-market Partner Managers to ensure product availability and accessibility across your account base

CRM & Lifecycle Marketing Manager

Trade Marketing Manager

New Business Account Manager – Wholesale

On Trade Partner Manager – Brand Builder