Senior CRM Specialist

Craven Cottage CC; Cape Town; Hybrid; ZAR 420,000 - 660,000; Full time

Job summary

Craven Cottage CC seeks a skilled CRM and email marketing specialist to design and manage client communication journeys using ActiveCampaign. You will translate journey strategies into practical CRM plans, build journeys for stages from inquiry to post-purchase, and balance automation with personal touch from Sales Advisors.

You will maintain client data, optimise campaigns, and work with Marketing to ensure accurate, on-brand communications.

Qualifications

• At least 3–5 years experience in CRM, email marketing, lifecycle marketing or client communications.
• Practical experience using ActiveCampaign or a comparable CRM and email-automation platform.
• Experience building and managing automated email journeys.
• Good understanding of contacts, lists, fields, tags, segments and automation logic.
• Experience managing databases and maintaining accurate client information.
• Strong campaign-management and quality-control skills.
• Experience interpreting email and journey-performance data.
• Experience working with creative, sales and client-service teams.
• Experience in luxury, jewellery, hospitality, travel or another high-touch client environment advantageous.
• Working knowledge of POPIA and email-marketing consent requirements advantageous.

Responsibilities

• Translate approved client-journey strategies into practical CRM communication plans.
• Build and manage communication journeys for key stages (new enquiries, bookings, engagement, purchase, post-purchase, anniversaries, reminders, re-engagement).
• Identify where automated communication should be supported by personal contact from Sales Advisors or Client Care teams.
• Monitor client journeys and recommend improvements based on engagement and feedback.
• Manage day-to-day operation of ActiveCampaign; build, test, activate and monitor campaigns and automations.
• Set up and maintain Contact fields, Tags, Lists, Segments, Automation triggers, wait periods, conditional branches, goals, exits and internal alerts.
• Ensure automations work correctly before going live; review and update outdated automations.
• Maintain clear naming conventions and documentation for CRM clarity; liaise with support when specialist help is required.
• Build and distribute approved email campaigns and newsletters with Marketing; ensure copy, imagery, links and CTAs are correct.
• Maintain accurate client data; create useful audience segments and assist with data import, cleaning and deduplication.
• Configure internal follow-up notifications and tasks; notify advisors of qualified enquiries, appointments, high-value activity, etc.
• Provide context for follow-ups; monitor completion and escalate time-sensitive responses.
• Monitor CRM and campaign performance; report on delivery, open/click rates, bounce, unsubscribe, enquiries, engagement, and data quality.

Skills

CRM marketing

Lifecycle marketing

Email marketing

Campaign management

Data quality

Analytics

Team collaboration

POPIA knowledge

Tools

ActiveCampaign

Job description

Duties:

Implement Client Communication Journeys:

Translate approved client-journey strategies into practical CRM communication plans.

Build and manage communication journeys for key stages, including:

• New enquiries
• Appointment bookings
• Engagement-ring consideration
• Product or collection interest
• Purchase and delivery
• Post-purchase care
• Purchase anniversaries
• Service and valuation reminders
• Previous-client re-engagement
• Events and private-client invitations

Ensure communications are relevant to the client’s interests, purchase history and stage in the relationship.

Identify where automated communication should be supported by personal contact from a Sales Advisor or Client Care team member.

Monitor client journeys and recommend improvements based on engagement and feedback.

Manage ActiveCampaign:

Manage the day-to-day operation of ActiveCampaign.

Build, test, activate and monitor CRM campaigns and automations.

Set up and maintain:

• Contact fields
• Tags
• Lists
• Segments
• Automation triggers
• Wait periods
• Conditional branches
• Goals and exit conditions
• Internal alerts and advisor tasks

Ensure that automations work correctly before they are made live.

Regularly review existing automations and update, pause or retire outdated communication.

Maintain clear naming conventions and documentation so that the CRM remains organised and understandable.

Liaise with ActiveCampaign support or external technical partners when specialist assistance is required.

Manage CRM Campaigns and Client Communication:

Build and distribute approved email campaigns and newsletters.

Work with the Marketing team to prepare the correct copy, imagery, links and calls to action.

Ensure every communication is:

• Accurate
• Properly segmented
• Correctly branded
• Mobile responsive
• Thoroughly tested
• Sent to the appropriate audience

Manage campaign scheduling and the client communication calendar.

Prevent clients from receiving duplicated, conflicting or excessive communications.

Use personalisation and conditional content where appropriate.

Conduct testing to improve subject lines, timing, content and calls to action.

Maintain standards of discretion, relevance and personal service in all automated communication.

Maintain Client Data and Segmentation:

Maintain accurate and well‑organised client records within ActiveCampaign.

Create and manage useful audience segments based on information such as:

• Client or prospect status
• Country and location
• Product and collection interest
• Purchase history
• First‑time or repeat purchase
• Preferred store
• Assigned Sales Advisor
• Important dates and occasions
• Engagement with previous communications

Assist with importing, cleaning and deduplicating client data.

Identify missing or inconsistent information and work with the relevant teams to correct it.

Ensure new enquiries, appointments and purchasers enter the correct CRM journeys.

Maintain accurate subscription, opt‑out and communication-permission records.

Apply POPIA and relevant data‑privacy principles to client communication and database management.

Coordinate Personal Follow‑Up:

Configure internal notifications and tasks when personal follow‑up is required.

Notify the appropriate Sales Advisor or Client Care team member of:

• Qualified enquiries
• Appointment requests
• High‑value client activity
• Negative feedback
• Service concerns
• Reactivation responses
• Other agreed client signals

Provide advisors with the relevant information and context required for follow‑up.

Monitor whether important follow‑up actions have been completed.

Escalate unattended or time‑sensitive client responses to the appropriate manager.

Ensure clients with unresolved service concerns do not receive inappropriate promotional communication.

Reporting and Optimisation:

Monitor and report on CRM and campaign performance.

Track relevant measures, including:

• Delivery and bounce rates
• Open and click‑through rates
• Unsubscribe rates
• Enquiries and appointment requests
• Automation completion and drop‑off
• Client responses
• Re‑engagement results
• Advisor task completion
• Data quality and profile completeness

Identify which communications are performing well and where improvements are required.

Provide regular, concise reports with observations and recommended actions.

Use performance data to refine segmentation, content, timing and journey structure.

Flag technical problems, data gaps or recurring operational issues that affect client communication.

Requirements:

At least 3 – 5 years’ experience in CRM, email marketing, lifecycle marketing, marketing automation or client communications.

Practical experience using ActiveCampaign or a comparable CRM and email‑automation platform.

Experience building and managing automated email journeys.

Good understanding of contacts, lists, fields, tags, segments and automation logic.

Experience managing databases and maintaining accurate client information.

Strong campaign‑management and quality‑control skills.

Experience interpreting email and journey‑performance data.

Experience working with creative, sales and client‑service teams.

Experience in luxury, jewellery, hospitality, travel or another high‑touch client environment would be advantageous.

Working knowledge of POPIA and email‑marketing consent requirements would be advantageous.