CRM & Retention Manager – eCommerce (Klaviyo)

About the role

Charcoal Clothing is looking for a proactive CRM, Loyalty & Retention Manager to own and grow our existing-customer ecosystem across Australia, the United States and future international markets.

This role owns EDM, SMS, lifecycle marketing, loyalty, reviews and customer advocacy as one connected commercial function.

It is suited to an ambitious CRM or retention specialist ready to step into broader ownership, or an emerging manager looking for a role with greater autonomy and commercial influence.

You must be comfortable moving between strategy, data and hands-on execution. You will not wait for someone else to identify every opportunity or tell you what to improve.

Your job is to understand the entire ecosystem, continually assess its performance and find new ways to increase its contribution.

What you will own

• Own the strategy and performance of email and SMS across our Australian and US storefronts.

• Build, execute and optimise campaigns and automated journeys in Klaviyo.

• Continually improve welcome, browse abandonment, cart abandonment, checkout abandonment, post-purchase, cross-sell, win-back, back-in-stock, price-drop, review, referral and loyalty flows.

• Develop customer segments based on behaviour, engagement, product preferences, location, lifecycle stage and customer value.

• Improve personalisation, timing, frequency and market relevance.

• Maintain database health, consent, deliverability and suppression rules.

• Build a structured testing program across messaging, creative, offers, audiences, journeys and send strategy.

• Own the growth and ongoing evolution of Charcoal’s loyalty program.

• Increase enrolment, activation, engagement, redemption and repeat purchase.

• Analyse performance across tiers, customer segments and purchasing cohorts.

• Develop new rewards, benefits, journeys and member experiences.

• Connect loyalty activity with email, SMS, reviews and customer segmentation.

• Determine whether the program is producing genuine incremental revenue rather than simply discounting existing purchases.

• Continually evaluate platform capabilities and identify underused opportunities.
  

• Own the strategy for increasing review volume, quality, recency and commercial value.

• Improve review-request coverage and capture rates.

• Increase verified reviews and customer photo and video submissions.

• Use reviews to improve product-page trust and conversion.

• Identify recurring customer feedback about fit, quality, expectations and experience.

• Translate review insights into recommendations for product, merchandising, creative and e-commerce teams.

• Develop strategies that turn satisfied customers into reviewers, advocates and referrers.

• Build clear reporting across EDM, SMS, loyalty, reviews and returning-customer revenue.

• Monitor performance by market, customer cohort, product category and lifecycle stage.

• Identify opportunities and performance problems proactively.

• Maintain a prioritised roadmap of improvements, tests and growth initiatives.

• Stay current with new platform capabilities, AI tools, personalisation technology and retention practices.

• Evaluate new tools based on their likely commercial return.

• Test opportunities, measure the result and scale, change or stop them accordingly.

• Continually evolve the ecosystem as customer behaviour, technology and the business change.

Other team members may assist with campaign assets, platform administration, customer communication and execution.

You will remain accountable for:

• Channel strategy.

• Commercial targets.

• Performance reporting.

• Prioritisation.

• Experimentation.

• Platform optimisation.

• Cross-channel integration.

• Identifying the next growth opportunity.

• Following initiatives through to a measurable result.

You will report to the Head of Marketing and work closely with our creative, e-commerce, performance marketing, customer experience and product teams.

Your scorecard will include:

• Returning-customer net revenue.

• Repeat purchase rate.

• Customer lifetime value.

• Email and SMS revenue per recipient.

• Campaign and automated-flow performance.

• Incremental improvement from testing.

• Engaged database growth.

• Deliverability, complaint and unsubscribe rates.

• Loyalty enrolment and active-member rates.

• Loyalty-member frequency, AOV and lifetime value.

• Loyalty redemption and incremental revenue.

• Review-request coverage and capture rate.

• Review volume, recency and verified-review percentage.

• Customer photo and video collection.

• Review-assisted conversion.

• Referral and customer-advocacy performance.

• The quality and speed of new initiatives.

We will not judge performance solely through platform-attributed revenue. We expect commercially reliable measurement and evidence of genuine improvement.

• Approximately three to five years’ experience in CRM, lifecycle, loyalty or retention marketing.

• Strong hands-on Klaviyo experience.

• Experience working with Shopify or Shopify Plus.

• Demonstrated ownership of email and SMS campaigns and automated journeys.

• Experience working with loyalty, review or referral platforms.

• Strong analytical and commercial judgement.

• An understanding of segmentation, experimentation, deliverability and attribution.

• Confidence moving between strategy and detailed execution.

• Curiosity about new technology, tools and customer-engagement opportunities.

• Evidence that you proactively identified and delivered improvements without waiting for a detailed task list.

Experience in fashion, beauty, retail or high-volume DTC e-commerce would be highly regarded.

You may be a high-performing CRM specialist ready for your first complete channel ownership role. You may already be managing CRM or lifecycle marketing within a smaller business and want to operate at greater scale.

We care more about what you have personally built and improved than an inflated job title.

You will complete a full audit of:

• Email and SMS performance.

• Klaviyo campaigns and automated flows.

• Australian and US customer journeys.

• Segmentation and database health.

• Loyalty structure and member behaviour.

• Review acquisition and customer advocacy.

• Reporting and attribution.

• Existing platforms and available capabilities.

You will then create a prioritised recovery and growth roadmap.

Within 90 days, we expect clearer reporting, improved core journeys, defined loyalty and review growth strategies, a structured testing program and early measurable performance improvement.

Please send your CV and a short response covering:

1. A CRM or retention channel you personally improved and the result.

2. A Klaviyo campaign, flow or segmentation strategy you personally built.

3. An opportunity you identified and implemented without being asked.

4. What you would investigate first if EDM revenue, loyalty engagement and review acquisition were all underperforming.

Please do not disclose confidential information belonging to a current or previous employer.