Lucy & Yak – CRM Manager

We’re looking for a strategic, customer obsessed and highly organised CRM Manager to lead our retention and lifecycle marketing efforts, turning one-time shoppers into loyal Yak-lovers.

Reporting into the Head of Ecommerce, you’ll be responsible for owning our CRM strategy end-to-end, from planning and executing day-to-day campaigns, to building long-term lifecycle journeys that drive engagement, repeat purchase and lifetime value. This is a standalone role, so you’ll be as comfortable getting stuck into building emails and flows as you are creating roadmaps and reporting on results.

You’ll work closely with teams across Ecommerce, Digital Marketing, Brand & Creative to ensure our campaigns are not just data-led and performance-driven, but full of heart, purpose and Lucy & Yak magic.

Responsibilities -

• Lead the planning, execution and optimisation of CRM campaigns, primarily across email, delivering the right message to the right customer at the right moment.
• Own a comprehensive lifecycle strategy, from welcome flows and first purchase nudges to loyalty loops, replenishment and win-back journeys.
• Develop segmentation and personalisation strategies to ensure content feels relevant, timely and impactful, maximising engagement and ROI.
• Collaborate with Ecommerce and Digital Marketing to align CRM activity with brand campaigns, product launches and commercial priorities.
• Partner with the Ecommerce team to ensure landing pages and onsite experiences support conversion and retention goals.
• Own CRM reporting and insight, analysing performance metrics (open rate, CTR, CVR, revenue, unsubscribes) and using learnings to refine future plans.
• Manage our CRM platform (Klaviyo), ensuring automations are running smoothly, data is accurate, and processes align with GDPR and best practice.
• Work hand-in-hand with Brand and Creative to bring our tone of voice, visuals and values to life across every customer touchpoint.
• Champion subscriber growth through sign-up initiatives and cross-channel promotions.
• Stay curious about CRM trends, platform developments, and consumer behaviour shifts to keep our strategy fresh and forward-thinking.

You’ll bring -

• Solid experience in CRM, retention or lifecycle marketing, ideally in ecommerce or DTC.
• Strong knowledge of email marketing platforms (Klaviyo or similar), customer data management, and automation flows.
• A balance of strategic vision and hands-on execution, equally comfortable mapping out a lifecycle strategy and building out campaigns.
• Creative flair and brand sensitivity, you know how to balance performance with personality and storytelling.
• Strong analytical skills, confident interpreting data, testing hypotheses, and sharing actionable insights.
• Excellent collaboration and communication, you enjoy working cross-functionally and getting teams excited about your ideas.
• An organised, proactive mindset, able to manage multiple campaigns, deadlines and priorities without missing a beat.

What You’ll Get –

• Hands-on experience in a high performing Ecommerce team
• The chance to work on unique and exciting projects in a supportive team
• 4-day working week (Mon–Thurs)
• Vitality healthcare package
• The best views in Brighton from our sunny office!