Responsibilities

• Plan, build, and execute email marketing campaigns in Klaviyo across Antler, Nere, and Paravel, managing each brand's calendar in collaboration with the e-commerce and marketing teams.
• Ensure all campaigns are delivered on time, on-brand, and aligned with each brand's commercial and promotional plans.
• Own the multi-brand communications challenge, adapting tone of voice, visual identity, segmentation strategy, and messaging to suit each brand's distinct audience and positioning. Work closely with brand and creative teams to ensure CRM output consistently reflects each brand's identity.
• Own and evolve a structured A/B testing programme across campaigns, subject lines, send times, content formats, CTAs, and segmentation, using results to drive continuous improvement.
• Build, manage, and optimise automated lifecycle flows across all three brands, including welcome, post-purchase, winback, abandoned cart, browse abandonment, and replenishment journeys.
• Continuously test and improve lifecycle communications to drive engagement, conversion, and repeat purchase.
• Develop and expand Paravel's CRM and lifecycle programme through 2026 and beyond, building on its foundations and growing sophistication as the brand scales.
• Ensure flows are correctly segmented, triggered accurately, and QA'd before going live.
• Build and maintain customer segments across all three brands based on purchase behaviour, lifecycle stage, RFM (recency, frequency, monetary value), and engagement level.
• Use segmentation to ensure the right message reaches the right audience at the right time, reducing unsubscribes, improving engagement, and driving conversion.
• Identify high-value customer cohorts and develop targeted communications to grow their lifetime value.
• Collaborate with the e-commerce team to ensure Shopify customer and order data is flowing correctly into Klaviyo and informing segmentation accurately.
• Own and develop initiatives designed to increase repeat purchase rate and customer lifetime value across the House of Brands.
• Lead the development and ongoing optimisation of loyalty and VIP customer programmes, building the strategy, executing the communications, and measuring impact.
• Manage post-purchase communications including product care, review requests, and customer education content.
• Identify retention risks, lapsing customers, declining engagement, and build proactive programmes to address them.
• Own list health across all three brands; managing suppression lists, re-engagement campaigns, and regular database hygiene to maintain deliverability and sender reputation.
• Ensure compliance with GDPR and PECR requirements across all CRM communications, managing consent, opt-out processes, and data handling in line with legal obligations.
• Monitor and report on CRM performance across all brands, including revenue contribution, open rates, click rates, flow conversion rates, repeat purchase rate, and list health, reporting regularly to the Head of E-commerce.
• Connect CRM performance to broader commercial metrics using Google Analytics alongside Klaviyo and Shopify data, providing a clear picture of CRM's contribution to overall business performance.

Requirements

• 3–5 years' hands-on experience in a CRM, email marketing, or lifecycle marketing role, ideally in-house within a DTC, e-commerce, or retail brand.
• Hands-on experience building and sending campaigns and automated flows in Klaviyo, or a comparable platform (e.g. Braze, Dotdigital, Emarsys) with the ability to transfer skills quickly.
• Familiarity with Shopify or a similar DTC e-commerce platform, comfortable understanding how customer and order data feeds into CRM and informs segmentation.
• Strong grasp of segmentation principles, RFM, lifecycle stage, behavioural triggers, and experience applying them to improve targeting and relevance.
• Comfortable working with campaign data and reporting on performance: revenue contribution, open rates, click rates, conversion, and list health.
• Familiarity with Google Analytics and the ability to connect CRM performance to broader site and commercial metrics.
• Experience managing a structured A/B testing programme and using results to drive improvement.
• Solid understanding of GDPR and PECR compliance as it relates to email marketing, consent management, opt-out handling, and data hygiene.
• Confident managing multiple brand calendars simultaneously, organised, detail-oriented, and able to prioritise effectively under pressure.
• Comfortable working in a fast-paced, lean team where collaboration, initiative, and adaptability are essential.

Preferred

• Experience working across multiple brands or in a multi-brand / house of brands environment.
• Familiarity with SMS marketing as a CRM channel.
• Experience building or managing a loyalty or VIP programme.
• Basic HTML/CSS knowledge for email template editing.
• An interest in travel, lifestyle, or premium consumer brands.

Benefits

• Lifestyle: 33 days annual leave inclusive of Bank Holidays.
• Lifestyle: Hybrid working – typical office days Monday, Tuesday & Thursday.
• Health: Health cash plan provided by Medicash.
• Wealth: Pension + pension advice, life insurance & discretionary company bonus.
• Family: Enhanced family leave for both primary and secondary carers.
• Benefits: Antler allowance & discount, Charlie HR perks, local partner discounts.