CRM Manager - COAT Paints

HyperGrowth Recruitment; Greater London; Hybrid; GBP 40,000 - 60,000; Full time

Job summary

A growing e-commerce company based in Soho is seeking a CRM Manager to define and execute customer relationship strategies. This role requires 3–5 years of CRM experience and expert knowledge in Klaviyo. The ideal candidate is analytical, organized, and capable of developing loyalty campaigns that drive engagement. Offers a competitive salary, flexible hybrid working, and various benefits including discounts and regular team events.

Benefits

Competitive base salary

Flexible hybrid working

Hefty discount on COAT paint

Regular team events

28 days plus bank holidays

Qualifications

• 3–5 years’ experience in CRM, retention, or lifecycle marketing.
• Expert-level knowledge of Klaviyo.
• Strong analytical skills for interpreting data.

Responsibilities

• Lead CRM strategy for D2C and Trade audiences.
• Develop retention-focused campaigns to re-engage customers.
• Analyse campaign performance and customer behaviour.

Skills

CRM strategy

Email marketing best practices

Data analysis

Communication skills

Project management

Tools

Klaviyo

Shopify

Job description

CRM Manager – COAT Paints

Rewarding Salary + Benefits

Soho, London – Hybrid

FullTime

We’ve teamed up with the exciting paint brand COAT Paints, who are now in the market to secure a CRM Manager!

About COAT

At COAT, we’re changing the paint game.

COAT is the fastest-growing paint company in the UK, and we’re looking for brilliant people to join us. With a reimagined digital buying experience and sustainable, high-quality paint delivered the next day, we’re making it ridiculously easy for people to create spaces they’re proud of — for themselves and the planet.

Backed by leading VCs and pioneering sustainability in our industry, we’re continuing to grow, setting new benchmarks and reinventing paint for a conscious generation of homeowners and designers.

About The Role

We’re looking for a CRM Manager to join the team! At COAT, we know a thing or two about brand and growth marketing. We’re looking for someone to own and scale our customer relationship marketing — building automated, data-driven journeys that convert our sample customers to loyal paint customers, drive repeat purchase, and make every customer feel part of the COAT community.

Key Responsibilities

CRM Strategy & Execution

• Lead COAT’s CRM strategy across D2C and Trade audiences — building out customer lifecycle campaigns that increase engagement, retention, and lifetime value.
• Own and optimise all Klaviyo flows and campaigns — from welcome and post-purchase journeys to win-back, review requests, and VIP programmes.
• Segment and personalise communication using behavioural, purchase, and demographic data.
• Collaborate with Marketing, E-com, and Creative teams to ensure content is always on-brand, relevant, and performance-focused.
• Report on CRM performance, delivering insight and recommendations to drive continual improvement.

Customer Retention & Growth

• Develop and deliver retention-focused campaigns that re-engage lapsed customers, convert sample customers and reward loyalty.

• Identify and test new opportunities to surprise and delight our community — from referral programs to exclusive events or early-access drops.
• Collaborate with the wider marketing team to ensure CRM aligns with paid, organic, and brand activity.
• Champion data hygiene and best practice across all customer data platforms, ensuring compliance with GDPR.

Testing & Analytics

• Analyse campaign performance and customer behaviour to inform targeting, messaging, and strategy.
• Run A/B tests across subject lines, creative, and frequency to optimise engagement and conversion.
• Present results and insights clearly to internal stakeholders, translating data into actionable plans.

Requirements

What You’ll Need

• 3–5 years’ experience in a CRM, retention, or lifecycle marketing role — ideally within a small, ambitious D2C e-commerce brand.
• Expert-level knowledge of Klaviyo — from flow logic and segmentation to reporting and troubleshooting.
• A strong grasp of email marketing best practice.
• Excellent analytical skills, comfortable interpreting data and building reports.
• Strong communication and copywriting ability, with a knack for nailing the COAT tone.
• Collaborative, organised, and comfortable juggling multiple projects in a fast-paced environment.
• A natural problem-solver who brings ideas, energy, and an experimental mindset to the table.

Nice to Have

• Experience with Shopify or similar eCommerce platforms.
• Some familiarity data tools for deeper analysis.
• Previous experience working in a scale-up or startup environment.

Chances are, if you tick these boxes, you’re also creative, detail-oriented, and curious — qualities that will serve you well in our fast-moving, “solutions-not-problems” environment.

Benefits

• Competitive base salary + benefits
• Flexible hybrid working - Soho HQ 3-days per week, the rest remote.
• Hefty discount on COAT paint, flexible working culture, regular team events.
• 28 days plus bank holidays
• The opportunity to work in a high growth scale up!
• + much more!

If this sounds like you then hit apply or email Kyle on [e-mail] to find out more!