Customer Growth Manager

The Customer Growth Manager is responsible for developing, executing, and optimising strategies and campaigns that retain, grow, and maximise lifetime value of Spur Group’s rewards member segments. 

The role owns the end-to-end growth agenda for our loyalty segments with a strong focus on our high value customers, spanning strategy, annual planning, brand-led initiatives, growth-led campaigns, and structured experimentation. A strong emphasis is placed on test-and-learn methodologies, data-driven decision-making, and measurable commercials. 

Key Roles and Responsibilities 

High Value Segment Strategy & Ownership 

• Own the Loyals and Champions segment strategy, value propositions, objectives, and KPIs. 
• Translate customer insights (RFM, frequency, spend, tenure) into actionable growth initiatives. 
• Identify opportunities to migrate customers from Loyal to Champion while reducing churn. 

Annual & Quarterly Growth Planning 

• Develop annual and quarterly growth plans for high-value segments. 
• Balance brand-led and growth-led initiatives based on commercial impact and learning value. 

Brand-Led & Growth-Led Campaigns 

• Lead high-value customer campaigns including exclusivity, recognition, and personalised offers. 
• Partner with Brand Teams to elevate brand campaigns for Loyals and Champions. 

Experimentation, Testing & Optimisation 

• Design and execute A/B and multivariate tests using hypothesis-driven frameworks. 
• Translate test learnings into scalable optimisation playbooks. 

Performance Measurement & Insights 

• Measure retention, frequency, spend and lifetime value uplift. 
• Present clear, actionable insights to senior stakeholders. 

Stakeholder Management & Governance 

• Act as the single point of accountability for high-value segment growth. 
• Ensure governance, brand compliance, and accurate documentation. 

Stakeholder Management 

• Report campaign outcomes, insights, and risks to internal stakeholders. 
• Liaise with marketing, IT, operations, finance, and customer care teams to ensure alignment and smooth campaign execution. 
• Manage expectations by providing accurate timelines, progress updates, and presenting post-campaign reviews. 
• Communicate campaign status proactively, including updates, potential delays, risks, and required escalations. 

Governance & Quality Control 

• Ensure campaigns comply with internal policies, legal requirements, and brand standards. 
• Maintain accurate documentation of campaign rules, approvals, and configurations. 
• Support risk and fraud mitigation by flagging unusual campaign behaviour or trends. 
• Process campaign-related invoices and ensure accurate budget tracking, reconciliation, and financial reporting.  
• Manage campaign budgets, ensuring spend is aligned to approved allocations and highlighting any variances in advance. 

Key Roles and Responsibilities 

High Value Segment Strategy & Ownership 

• Own the Loyals and Champions segment strategy, value propositions, objectives, and KPIs. 
• Translate customer insights (RFM, frequency, spend, tenure) into actionable growth initiatives. 
• Identify opportunities to migrate customers from Loyal to Champion while reducing churn. 

Annual & Quarterly Growth Planning 

• Develop annual and quarterly growth plans for high-value segments. 
• Balance brand-led and growth-led initiatives based on commercial impact and learning value. 

Brand-Led & Growth-Led Campaigns 

• Lead high-value customer campaigns including exclusivity, recognition, and personalised offers. 
• Partner with Brand Teams to elevate brand campaigns for Loyals and Champions. 

Experimentation, Testing & Optimisation 

• Design and execute A/B and multivariate tests using hypothesis-driven frameworks. 
• Translate test learnings into scalable optimisation playbooks. 

Performance Measurement & Insights 

• Measure retention, frequency, spend and lifetime value uplift. 
• Present clear, actionable insights to senior stakeholders. 

Stakeholder Management & Governance 

• Act as the single point of accountability for high-value segment growth. 
• Ensure governance, brand compliance, and accurate documentation. 

Stakeholder Management 

• Report campaign outcomes, insights, and risks to internal stakeholders. 
• Liaise with marketing, IT, operations, finance, and customer care teams to ensure alignment and smooth campaign execution. 
• Manage expectations by providing accurate timelines, progress updates, and presenting post-campaign reviews. 
• Communicate campaign status proactively, including updates, potential delays, risks, and required escalations. 

Governance & Quality Control 

• Ensure campaigns comply with internal policies, legal requirements, and brand standards. 
• Maintain accurate documentation of campaign rules, approvals, and configurations. 
• Support risk and fraud mitigation by flagging unusual campaign behaviour or trends. 
• Process campaign-related invoices and ensure accurate budget tracking, reconciliation, and financial reporting.  
• Manage campaign budgets, ensuring spend is aligned to approved allocations and highlighting any variances in advance. 

Key Deliverables / KPIs 

• Improved retention of high-value segments, with a measurable reduction in churn and downgrades among Loyals and Champions.  
• Growth in customer value, evidenced by increased visit frequency, average spend, and lifetime value for target segments.  
• Successful migration of customers up the value segements. 
• Demonstrable impact from experimentation, including completed A/B tests with clear hypotheses, learnings, and scaled outcomes.  
• High-quality insight and recommendations, influencing future strategy, campaign planning, and brand-led initiatives. 

Skills 

• Advanced analytical and problem-solving capabilities  
• Proven experience designing and evaluating A/B tests and experiments  
• Ability to translate insight into strategy and scalable execution  
• Strong stakeholder management and storytelling skills  
• High comfort working at the intersection of data, brand, and customer experience 

Education 

• Bachelor’s degree in Marketing, Commerce, Business Management, Data Analytics, or related field  
• Advantageous: CRM, loyalty, growth, or analytics certifications 

Experience 

• 6–8+ years’ experience in CRM, lifecycle marketing, loyalty, or growth roles 
• Proven experience working with customer segments 
• Hands-on experience with experimentation frameworks and performance optimisation 
• Experience working in multi-brand, retail, hospitality, or consumer-facing environments 
• Comfortable presenting commercially focused insights to senior stakeholders 
• Experience developing customer segmentation models or lifecycle planning. 
• Experience in financial/budget tracking and reconciliation. 
• Experience presenting insights and recommendations to senior leadership.