Location: South Molton (on-site)
Reports to: Founders / E-Commerce Manager
Hours: Full Time
About EQUIDRY & Drywalks
EQUIDRY is one of the UK's fastest growing equestrian brands, trusted by thousands of riders for market leading waterproof performance and innovative product technology.
Drywalks is our rapidly growing sister brand, creating premium waterproof clothing for dog walkers and outdoor enthusiasts.
As we continue to grow in the UK and internationally, we are looking for an experienced CRM, Retention & Customer Lifecycle Manager to build and own our customer retention strategy.
You will own the entire customer lifecycle, from acquiring new email subscribers and converting first-time customers through to increasing customer lifetime value, loyalty and repeat purchase.
You will own the CRM trading calendar, ensuring campaigns support new product launches, seasonal events, promotions and key commercial periods. Working closely with the Ecommerce, Marketing and Creative teams, you will ensure CRM is a major driver of both customer acquisition and revenue growth.
This is a unique opportunity to create a best-in-class CRM function from the ground up.
The Role
This is a hands on delivery role.
We are not looking for someone to manage agencies or oversee a team. We are looking for someone who enjoys rolling up their sleeves and doing the work themselves.
Initially, you will be responsible for creating, building, testing and optimising every aspect of our CRM activity. As the business grows, you will have the opportunity to build and lead a CRM team, but in the early stages you will be the person making it happen.
If you're happiest briefing agencies or managing large teams, this probably isn't the role for you.
If you love building high performing CRM programmes yourself and want the opportunity to shape the future of two growing premium ecommerce brands, we'd love to hear from you.
You will personally be responsible for:
- Developing and delivering the CRM and customer lifecycle activity across both EQUIDRY and Drywalks.
- Planning and managing the CRM trading calendar, ensuring campaigns support product launches, seasonal events, promotions and key commercial periods.
- Creating, designing, building and sending all email marketing campaigns across both brands.
- Managing SMS marketing campaigns and ensuring they complement our wider marketing activity.
- Building, maintaining and continually improving automated customer journeys using Klaviyo.
- Growing our email and SMS subscriber database through effective lead generation, on-site sign-up forms and customer acquisition initiatives.
- Creating customer segments to deliver personalised and relevant communications.
- Increasing first-time customer conversion through engaging welcome journeys and lead nurturing.
- Driving repeat purchases, customer retention and customer loyalty through effective lifecycle marketing.
- Supporting the development and ongoing management of our loyalty and referral programmes.
- Working closely with the Ecommerce, Marketing and Creative teams to ensure CRM supports wider business objectives.
- Writing engaging, on-brand email and SMS content that reflects the tone and personality of both EQUIDRY and Drywalks.
- Using customer data and purchasing behaviour to identify opportunities for personalisation, cross-selling and upselling.
- Planning and carrying out A/B testing to improve campaign performance, customer journeys and conversion rates.
- Monitoring campaign performance and using data and insights to continually improve results.
- Maintaining high standards of CRM data quality, customer preferences, list hygiene and GDPR compliance.
- Monitoring email deliverability and helping maintain the health of our customer database.
- Producing regular reports on CRM performance, highlighting key insights, opportunities and recommendations.
- Keeping up to date with CRM best practice, emerging technologies and new ideas to help improve customer engagement and commercial performance.
- Taking ownership of the day-to-day CRM activity across both brands, continually looking for opportunities to improve the customer experience and grow revenue.
Experience Required
We're looking for someone who has hands-on experience creating and managing CRM campaigns and automated customer journeys within an ecommerce business.
You'll ideally have:
Strong knowledge of Klaviyo.
Experience with Shopify.
Experience managing SMS marketing platforms.
Strong understanding of customer segmentation and lifecycle marketing.
Experience building loyalty and referral programmes.
Understanding of deliverability, list hygiene and GDPR best practice.
Commercial mindset with a focus on revenue and profitability.
Confident analysing data and turning insight into action.
Excellent copywriting and attention to detail.
Success Measures
- Email revenue
- SMS revenue
- Percentage of total revenue generated by CRM
- Growth in subscriber database
- Subscriber acquisition cost
- Welcome flow conversion rate
- Cart recovery rate
- Repeat purchase rate
- Customer lifetime value
- Loyalty programme engagement
- Referral programme performance
- Deliverability and list health
- Open rates, click rates and conversion rates
- Overall commercial contribution of CRM
This role would suit someone looking to take the next step in their CRM career. You'll have the opportunity to take ownership of the entire CRM function across two growing ecommerce brands, with genuine autonomy to shape strategy, test new ideas and see the commercial impact of your work.
Pay: £32,000.00-£35,000.00 per year
Benefits:
- Casual dress
- Employee discount
- Flexible schedule
- Free parking
Experience:
- Email marketing: 2 years (preferred)
- Customer retention: 2 years (preferred)
Work Location: In person
