About us
The Snus Life is a fast-growing e-commerce retailer in the nicotine pouch category, serving both direct-to-consumer customers and a growing B2B wholesale network. We run a high-volume Shopify catalogue across a large range of brands, and we treat data, accurate product information, and disciplined commercial operations as core competitive advantages.
Email and CRM is one of our highest-margin channels, and we want someone senior to own it properly. This is not a role for someone who schedules a weekly newsletter and reports open rates. We are looking for a technical lifecycle marketer who lives inside Klaviyo, thinks in flows and segments, and treats retention revenue as a number they are personally accountable for.
The role
You will own email and lifecycle marketing end to end, from data architecture through to revenue. You will design and build the entire Klaviyo account: the flow logic, the segmentation model, the event and property schema, and the testing programme that compounds performance over time. This is a hands-on senior role with full autonomy. You build it, you ship it, you own the result.
Klaviyo and flow ownership
This is the core of the role. You will be expected to:
- Architect and maintain the full flow library, including welcome and onboarding series, browse and cart abandonment, checkout abandonment, post-purchase and review-generation, replenishment and reorder logic, win-back and sunset flows, and back-in-stock
- Build flows with proper conditional logic: trigger filters, flow filters, conditional splits, trigger splits, and time delays tuned to real purchasing behaviour rather than defaults
- Use Klaviyo metrics, custom properties, and event data to drive personalisation, not just merge tags. This includes dynamic product blocks, predictive analytics (CLV, churn risk, predicted next order date), and catalogue-driven recommendations
- Design replenishment and reorder logic around consumption cycles specific to our product range, using purchase history and predicted reorder timing rather than fixed intervals
- Own the segmentation model: build and maintain definitions based on engagement, purchase frequency, AOV, product affinity, lifecycle stage, and channel, and keep them clean as the data grows
- Manage the data layer: event tracking, custom properties, profile hygiene, and the integration between Shopify and Klaviyo so the right data lands in the right place
- Build and respect a single-variable testing discipline across subject lines, send timing, creative, offers, and flow paths, with results documented and fed back into the roadmap
- Set up and maintain reporting that ties flows and campaigns to attributed revenue, per-recipient value, and contribution to retention, not vanity metrics
Deliverability and list health
You will own deliverability as a discipline, not an afterthought:
- Sender authentication and configuration: SPF, DKIM, DMARC, and dedicated sending domain setup and monitoring
- Sender reputation management, inbox placement, and engagement-based sending
- List hygiene: suppression strategy, sunset flows, re-engagement, and bounce and spam-complaint management
- Consent and subscription management aligned with UK and EU requirements
What you will do day to day
- Own the email and SMS strategy and calendar across both D2C and B2B wholesale audiences
- Plan and ship campaigns for promotions, launches, and customer education
- Continuously build, test, and refine flows against revenue and retention targets
- Report channel performance against revenue, retention, and unit economics
- Work with the design and merchandising teams to keep messaging accurate, on-brand, and compliant
- Ensure all communications meet the compliance and age-restriction requirements specific to the nicotine category
What we are looking for
- 4+ years in email and lifecycle marketing, with a meaningful portion in high-volume e-commerce
- Advanced, demonstrable Klaviyo expertise. You can build complex multi-branch flows, custom segments, and event-driven personalisation without hand-holding
- A track record of owning a channel and growing its attributed revenue contribution
- Fluency with segmentation, flow logic, and the underlying customer data model
- Strong analytical ability: you pull your own numbers, build your own reports, and make decisions from them
- A solid grasp of deliverability fundamentals and email compliance
- Good copy instincts and the ability to brief or refine creative
- Self-directed, organised, and able to set priorities against commercial goals
Software and tools proficiency
Essential
- Klaviyo at an advanced level: flows, segments, custom properties, metrics, predictive analytics, dynamic content, and the Shopify integration. This is the central tool of the role
- Shopify and its customer data, catalogue, and event model
- Analytics and reporting: GA4, Klaviyo's native reporting, and spreadsheet modelling in Excel or Google Sheets
- Email build: HTML and the Klaviyo template editor, including dynamic and conditional blocks
- A/B and multivariate testing methodology
Advantageous
- Klaviyo SMS and multi-channel orchestration
- Deliverability tooling and inbox-placement monitoring (Google Postmaster, seed-list testing)
- SQL or comfort working directly with exported order and customer data
- Figma or similar for asset handoff and light creative editing
- Liquid for advanced dynamic templating
- Experience with headless or custom commerce stacks. We are moving toward a custom build, so adaptability with new tooling and clean data migration matters
Pay: £26,000.00-£40,000.00 per year
Benefits:
Education:
- Certificate of Higher Education (preferred)
Work Location: Remote
