Purpose

Support and execute the CRM programme across acquisition and retention, working closely with the CRM Director and agency partners to deliver the Email & SMS strategy that drives repeat purchase revenue, improves LTV, and increases customer retention across US, UK and EU markets. This role is the day-to-day engine of CRM operations. Executing across campaigns, flows, segmentation, and reporting to keep the customer journey performing across all markets. Reports directly into the CRM Director.

What the role does:

• Manages the day-to-day running of the Email & SMS calendar across launches, promotions, campaigns, and key trading moments.
• Executes and optimises lifecycle flows across welcome, abandonment, post-purchase, winback, VIP, browse abandonment, and retention journeys.
• Works closely with the CRM Director and agency partners to shape and refine strategy, bringing a ground-level perspective to planning.
• Lives in the data. Reviews campaign and flow performance daily across revenue, CTR, CVR, AOV, retention, and LTV, surfacing opportunities and reporting findings clearly.
• Segments audiences based on behaviour, purchase history, engagement, geography, and lifecycle stage across multiple territories and accounts.
• Works closely with Creative and Performance teams to align campaigns, launches, and messaging across channels.
• Tests constantly. Subject lines, offers, send times, creative, segmentation, copy, and customer incentives.
• Owns reporting across campaigns and flows, presenting findings clearly to the CRM Director and wider team. Surfaces opportunities quickly and moves fast on winners.
• Identifies retention and loyalty opportunities across the full customer journey, from first purchase through to repeat customer behaviour.
• Manages CRM tooling across the stack, including Klaviyo, Alia, AI tools (e.g. Claude), and integrations across the Shopify ecosystem.
• Comfortable managing multiple accounts and territories simultaneously, maintaining consistency across markets.

Ideal candidate will have

3+ years experience in CRM within Ecommerce or DTC. Strong understanding of both acquisition and retention marketing. Experience with Klaviyo and Shopify preferred. Familiarity with AI-powered CRM and marketing tools such as Alia, Claude, or similar. Experience with loyalty and/or subscription programmes is a strong plus. Commercially minded and performance driven. Proactive with an owner mentality. Understands the difference between emails that look good and emails that drive revenue. Comfortable working in a fast-moving remote team. Able to work UK timezone. Strong organisational skills and attention to detail - capable of managing multiple territories, accounts, and workstreams simultaneously. Experience with fashion, accessories, lifestyle, or similar consumer brands a plus.