Customer Retention & Loyalty Director - Myprotein

Role: Customer Retention & Loyalty Director 

Reporting to: Chief Marketing Officer 

Company: THG 

Business Area: THG Nutrition (Myprotein) 

Location: THG HQ, Manchester (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. 

The Role 

We are seeking a Customer Retention & Loyalty Director to drive Myproteins customer strategy, focusing on increasing customer lifetime value, reducing churn, and maximising engagement through world-class loyalty programmes and CRM initiatives. This leadership role requires a subject matter expert in retention, rewards, and customer engagement, who can develop and lead high-performing teams, implement strategic CRM initiatives, and collaborate cross-functionally across marketing, product, and analytics teams. 

Key Responsibilities 

• Develop and execute a global retention and loyalty strategy to drive repeat purchase behaviour, enhance customer satisfaction, and improve lifetime value (LTV). 
• Lead and mentor a team of retention and CRM specialists, including Heads of CRM and Retention Managers, fostering a high-performance culture. 
• Own the retention performance and establish KPIs to measure success, including repeat purchase rates, churn reduction, and customer engagement metrics. 
• Oversee Myprotein’s loyalty and rewards programmes, ensuring they are competitive, customer-centric, and drive incremental revenue growth. 
• Enhance personalisation and automation across customer touchpoints using data-driven insights to deliver tailored messaging, offers, and experiences. 
• Develop and optimise CRM strategies, including segmentation, lifecycle marketing, and customer journeys, whilst leveraging CRM platforms . 
• Drive growth in subscriptions, increasing adoption and optimisation of Myprotein’s recurring purchase model. 
• Implement and refine test-and-learn methodologies, including A/B and multivariate testing, to continuously improve customer retention strategies. 
• Collaborate with Product, Brand, Engineering, and Analytics teams to enhance customer experience and CRM capabilities, ensuring seamless execution of retention initiatives. 
• Manage and optimise the CRM budget, ensuring efficient use of marketing spend to achieve retention goals. 
• Lead and manage the Customer Insights team, leveraging data and insights to shape retention strategies and customer engagement initiatives. 
• Stay ahead of industry trends, identifying new opportunities for customer engagement, gamification, and loyalty innovation. 

About You 

To be successful in this role, you will be a strategic thinker, data-driven decision-maker, and expert in customer retention and loyalty. You thrive in a fast-paced, high-growth environment and can manage multiple stakeholders and competing priorities. 

Experience & Skills Required 

• 10+ years’ experience in customer retention, CRM, and loyalty programme management within eCommerce or digital-first businesses. 
• Proven leadership experience, managing and developing teams in a matrixed, international environment. 
• Strong analytical skills, with the ability to interpret data and insights to drive decision-making and strategy optimisation. 
• Expertise in CRM platforms, such as Salesforce, Hubspot, Zoho or other leading retention marketing tools. 
• Experience in driving recurring revenue. 
• Proven track record of optimising loyalty and referral programmes, increasing customer retention and repeat purchase rates. 
• Commercially minded, with experience in budget management and ROI-driven marketing. 
• Highly collaborative, able to influence cross-functional teams and senior stakeholders. 
• Curious and innovative, with a proactive approach to identifying new growth opportunities. 

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 in-house CBT therapist. 
• 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 talent@thg.com 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.