Email Marketing Specialist

Ruby Magpie; London; Hybrid; GBP 35,000 - 40,000; Full time

Job summary

A leading D2C fashion brand is seeking a CRM Manager to enhance customer engagement through strategic campaigns. This role requires expertise in managing customer lifecycles using Klaviyo and Shopify, aiming to build data-driven communications that enhance loyalty and retention. The ideal candidate will have at least 3 years of relevant experience in CRM, offering a chance to grow within a dynamic, purpose-driven team.

Benefits

25 days holiday, increasing with tenure

Option to purchase additional holiday days

Enhanced maternity and paternity pay

Company sick pay and pension contribution

Group Life Assurance (3x salary)

Employee Assistance Programme

Annual product allowance and staff discount

Friends and family discount

Travel opportunities to Europe

Qualifications

• 3+ years’ experience in CRM or email marketing roles.
• Strong track record in e-commerce or direct-to-consumer.
• Experience with campaign KPIs and data strategy.

Responsibilities

• Manage campaigns across email, SMS, and customer engagement.
• Develop first-party data strategy for CRM.
• Analyse metrics for customer retention and campaign performance.

Skills

Data literate

CRM programme management

Segmentation strategies

Email marketing

Lifecycle marketing

Tools

Klaviyo

Shopify

Job description

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This range is provided by Ruby Magpie. Your actual pay will be based on your skills and experience — talk with your recruiter to learn more.

Base pay range

Role: CRM Manager

Department: E-commerce

Location: Central London / Hybrid

Up to £40k

About the Company

We are recruiting for a high-growth, premium D2C ecommerce fashion brand. The business is expanding its CRM team to support long-term customer engagement across it's ecommerce offerings.

The Role

This is a hands-on and strategic CRM Manager role, ideal for someone with at least three years of experience in CRM or lifecycle marketing roles. You’ll own and execute campaigns that span welcome journeys, post-purchase flows, and ongoing engagement, using Klaviyo and Shopify to manage, personalise and optimise all CRM activity.

You’ll be responsible for growing customer retention and loyalty through intelligent, data-led campaigns. The role spans email, SMS, and first-party data strategy, supporting both premium product sales and high-value service/event participation.

Key Responsibilities

• Build and manage a first-party data strategy, evolving the CRM database into a core brand asset
• Create and optimise automated customer lifecycle journeys – including welcome, cross-sell, loyalty, and win-back flows
• Deliver campaign and always-on communications via email and SMS using Klaviyo
• Segment audiences using Shopify data to create personalised communications based on behaviour and intent
• Craft messaging that supports both technical product details and emotive storytelling
• Collaborate across e-commerce, creative, product, and experiential teams for joined-up delivery
• Manage the CRM calendar to align with product launches, customer journeys, and marketing moments
• Run A/B testing and continually refine strategy based on campaign performance
• Analyse metrics and report on engagement, retention, and customer lifetime value
• Ensure GDPR compliance and best practice in data handling
• Support the wider marketing and CX teams as needed

About You

You’re a commercially minded CRM specialist with a passion for creating meaningful customer experiences. You’re just as comfortable interpreting data as you are crafting copy, and you thrive in premium, purpose-led environments. You’re confident building CRM programmes from the ground up and want to make your mark within a growing, creative brand.

Experience Required

• 3+ years’ experience in CRM, email, or lifecycle marketing
• Strong track record in ecommerce or direct-to-consumer roles
• Experience balancing product-based campaigns with longer-term engagement strategies
• History of building customer journeys, segmentation strategies, and optimising lifecycle flows
• Experience working in fast-paced or scaling environments
• Cross-functional collaboration with brand, ecommerce, product and creative teams
• Demonstrable ownership of campaign KPIs, data strategy, or CRM calendar

Tools & Knowledge

• Advanced experience with Klaviyo (automations, segmentation, testing, analytics)
• Proficient with Shopify data and using it for behavioural segmentation
• Working knowledge of GDPR, deliverability best practice, and opt-in data management
• Bonus: exposure to Zendesk or similar CX platforms

Skills & Strengths

• Strategic mindset with strong technical CRM foundation
• Data literate – able to analyse performance and optimise based on results
• Confident working across physical product and experience-led customer journeys
• Able to develop emotionally resonant, insight-led messaging
• Comfortable managing budgets, calendars, and multichannel campaigns
• Highly collaborative, proactive, and commercially aware
• Passion for brand storytelling, customer behaviour, and purpose-driven businesses
• 25 days holiday, with increases based on tenure
• Option to purchase additional holiday days
• Enhanced maternity and paternity pay
• Company sick pay and pension contribution
• Group Life Assurance (3x salary)
• Employee Assistance Programme and Virtual GP access
• Annual product allowance and staff discount
• Friends and family discount
• Some travel to Europe on team away days!

Seniority level

• Seniority level

  Not Applicable

Employment type

• Employment type

  Full-time

Job function

• Job function

  Marketing and Advertising

• Industries

  Retail Apparel and Fashion, Travel Arrangements, and Marketing Services

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