CRM & Email Marketing Specialist

We are looking for an experienced CRM & Email Marketing Specialist to manage and optimise customer communications, with a strong focus on Klaviyo, email marketing, CRM, and automated customer journeys.

The successful candidate will be responsible for executing data-driven CRM strategies, building and optimising email campaigns and automations, managing customer segmentation, and using performance insights to improve customer engagement, conversion, and retention.

This is a hands-on role suited to an experienced CRM and email marketing professional who can independently build, manage, test, analyse, and optimise Klaviyo campaigns and automated customer journeys.

KEY RESPONSIBILITIES

CRM & Klaviyo Strategy & Execution

• Develop and manage CRM activity across email and SMS, including segmentation, customer journey mapping, and content planning.
• Own the CRM/email marketing calendar and coordinate campaigns around promotions, product activity, and key seasonal moments.
• Build, manage, and optimise Klaviyo email campaigns, flows, and automated customer journeys.
• Create and manage lifecycle campaigns across acquisition, conversion, retention, and re-engagement.
• Manage customer segmentation and personalisation based on customer behaviour, lifecycle stage, purchase activity, and engagement.
• Work closely with creative and relevant business teams to ensure communications are on-brand, accurate, engaging, and optimised for performance.
• Manage Klaviyo integrations and support seamless syncing with relevant eCommerce platforms.
• Maintain CRM data integrity, customer consent/compliance, and database hygiene.

Email Marketing & Automation

• Take hands-on ownership of Klaviyo campaigns, flows, automations, segmentation, and reporting.
• Build and continuously optimise automated customer journeys, including:
• Welcome flows
• Browse abandonment
• Abandoned cart
• Post-purchase
• Cross-sell / upsell
• Re-engagement
• Win-back
• Other relevant lifecycle automations
• Build and schedule promotional and lifecycle email campaigns.
• Ensure automated journeys are properly triggered, tested, and functioning as intended.
• Continuously identify opportunities to improve automation coverage and customer journeys.
• Manage promotional setup and relevant offers for lifecycle communications

Campaign Testing & Optimisation

• Apply a test, measure, and learn approach to CRM and email marketing activity.
• Conduct A/B testing across:
• Subject lines
• Email content
• Calls to action
• Offers
• Send times
• Customer segments
• Monitor email engagement, conversion, and overall campaign performance.
• Monitor email deliverability and database engagement.
• Continuously optimise campaigns and automated flows based on performance data.

Customer Segmentation & Personalisation

• Leverage customer data to create personalised customer journeys.
• Develop and manage meaningful customer segments based on behaviour, engagement, lifecycle stage, and purchase history.
• Identify opportunities to improve customer engagement and retention through targeted CRM activity.
• Ensure customers receive relevant communications at the appropriate stage of their journey.

Reporting & Customer Insights

• Monitor and analyse CRM, campaign, and automation performance.
• Prepare reporting on email marketing and Klaviyo performance.
• Measure ROI and attribution across CRM/email initiatives where applicable.
• Analyse customer segment performance and identify opportunities to improve engagement, conversion, and retention.
• Translate campaign data and customer insights into actionable recommendations and optimisations.

Requirements

• 3+ years of hands-on experience in CRM, email marketing, lifecycle marketing, retention marketing, or a closely related role.
• Strong hands-on Klaviyo experience is required.
• Demonstrated experience with:
• Klaviyo campaigns
• Email flows and automations
• Customer segmentation
• Lifecycle email marketing
• CRM/customer journeys
• Campaign reporting and optimisation
• Experience independently building and managing automated email journeys.
• Strong understanding of customer lifecycle marketing.
• Experience with A/B testing and email performance analytics.
• Strong analytical skills with the ability to translate performance data into actionable improvements.
• Excellent written communication skills.
• Strong attention to detail and organisational skills.
• Ability to manage multiple campaigns and priorities simultaneously.

Highly Desirable

• Experience supporting an eCommerce or direct-to-consumer business.
• Experience with Shopify or similar eCommerce platforms.
• Experience working with Klaviyo + Shopify integrations.
• Experience with SMS marketing.
• Understanding of email deliverability and database health.
• Experience collaborating with creative/design teams on email campaigns and templates.