Job Summary
We are looking for a proactive and data-driven Customer Relationship Management (CRM) Specialist to develop and execute customer engagement strategies across digital channels. This role is responsible for managing customer lifecycle campaigns, optimizing customer journeys, and leveraging data insights to strengthen customer relationships, improve retention, and drive repeat purchases.
The CRM Specialist will oversee the day-to-day execution of lifecycle marketing campaigns across email, SMS, and messaging platforms, analyze customer behavior and campaign performance, and support initiatives that enhance the overall customer experience across both online and offline touchpoints. This role works closely with cross-functional teams including Digital Marketing, Ecommerce, Brand, Customer Service, IT, Data, and Creative teams.
Key Responsibilities
CRM Campaign & Customer Journey Management
Plan, build, execute, and optimize CRM campaigns across email, SMS, and messaging platforms, ensuring accurate audience segmentation and timely deployment.
Develop and manage automated customer journey workflows, including onboarding, welcome series, abandoned cart, post-purchase, retention, win-back, loyalty, and promotional campaigns.
Coordinate CRM initiatives with product launches, marketing campaigns, seasonal promotions, and other business priorities.
Manage the day-to-day operations of the CRM platform, including audience management, workflow automation, quality assurance, campaign scheduling, and platform optimization.
Collaborate with creative and content teams to develop engaging campaign assets.
Partner with Ecommerce and Customer Service teams to implement behavior-triggered customer journeys based on website activity and customer interactions.
Continuously explore and implement new CRM capabilities and automation opportunities to improve customer engagement.
Customer Segmentation & Personalization
Develop and maintain customer segments to deliver personalized and relevant communications.
Ensure customer databases remain accurate, organized, and compliant with data governance standards.
Implement advanced segmentation strategies using behavioral, transactional, and demographic data.
Conduct A/B testing, personalization initiatives, dynamic content implementation, and trigger-based campaigns to improve campaign performance.
Customer Data & Performance Analytics
Work closely with IT, Data teams, and third-party vendors to ensure CRM systems operate efficiently and customer data remains accurate.
Monitor campaign performance and customer engagement metrics to identify opportunities for improving customer retention, conversion, and lifetime value.
Prepare weekly and monthly CRM performance reports and dashboards, highlighting key metrics, trends, and actionable insights.
Analyze customer behavior across the customer lifecycle to recommend improvements in campaign strategy and customer experience.
Collaborate with Marketing and Brand teams to translate customer insights into effective CRM initiatives.
Key Performance Indicators (KPIs)
Customer Retention Rate
Repeat Purchase Rate
Customer Lifetime Value (CLV)
Average Order/Basket Value (AOV/ABV)
Email Open Rate
Click-Through Rate (CTR)
Conversion Rate
Revenue Generated from CRM Campaigns
Return on Investment (ROI)
Campaign Engagement Rate
Qualifications
Bachelor's degree in Marketing, Business Administration, Advertising, Communications, or a related field.
At least 2 years of experience in Customer Relationship Management (CRM), Lifecycle Marketing, Digital Marketing, or Ecommerce Marketing.
Hands-on experience with at least one CRM or Marketing Automation platform such as Klaviyo, Braze, HubSpot, Salesforce Marketing Cloud, Iterable, or similar platforms.
Proven experience managing end-to-end email and SMS marketing campaigns, including segmentation, campaign setup, testing, deployment, and performance reporting.
Strong analytical skills with proficiency in Microsoft Excel and PowerPoint.
Experience interpreting campaign metrics and customer data to drive marketing decisions.
Excellent communication, organization, and project management skills.
Detail-oriented with the ability to manage multiple campaigns simultaneously.
Proactive, collaborative, and eager to learn new digital marketing technologies and best practices.
Familiarity with ecommerce platforms such as Shopify is an advantage but not required.
