Mask is looking for a part-time CRM specialist. We are a home fragrance brand based in Murwillumbah, Northern Rivers, NSW.
This will be a hybrid or remote position. This position will be paid on an hourly or retainer basis.
This is a great opportunity to join a small, vibrant team at a fast-growing brand with strong values and a positive company culture.
We are looking for someone to drive customer retention, repeat purchasing and customer lifetime value across Mask.
The Retention & CRM Specialist will own customer segmentation, lifecycle automation, campaign planning, execution and performance optimisation across email and SMS. The role will focus on moving customers from their first purchase through to repeat purchasing and long-term loyalty.
Key responsibilities:
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1. Customer insights & segmentation
Analyse Mask Co's customer database to understand purchasing behaviour, customer profiles and progression from first purchase to subsequent orders.
Develop customer segments based on purchase history, lifecycle stage, engagement and loyalty status.
Identify opportunities to increase repeat purchase rates, purchase frequency and customer lifetime value.
Establish regular reporting to measure customer cohort performance and identify opportunities for growth.
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2. Email & SMS campaign management
Own the planning, development, execution and optimisation of email and SMS campaigns through Klaviyo.
Scale campaign delivery from one to multiple campaigns per week, ensuring relevant customer segments are catered for.
Develop a structured campaign calendar aligned with product launches, promotions, trading priorities and retention objectives.
Manage campaign briefs, creative assets, copy, audience selection, testing, approvals and scheduling.
Determine the appropriate use of email, SMS or coordinated communications across both channels.
Maintain high standards of creative quality, data accuracy, brand consistency and execution.
Develop and execute retail-focused email and SMS communications that drive store traffic and support retail promotions and product launches.
Build customer journeys that connect online and in-store purchasing behaviour where data and systems permit.
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3. CRM automation & lifecycle flows
Build and optimise automated email and SMS flows, including welcome, post-purchase, replenishment, cross-sell, win-back and loyalty communications.
Develop customer journeys that encourage progression from first purchase to repeat purchasing and long-term loyalty.
Monitor flow performance and continually optimise conversion, revenue contribution and customer engagement.
Ensure automation is accurately configured, tested and documented.
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4. Loyalty & retention optimisation
Manage and optimise Mask's loyalty program to increase participation, engagement and repeat purchasing.
Identify opportunities to improve loyalty enrolment, reward redemption and loyalty-driven revenue.
Evaluate loyalty performance and recommend initiatives that improve customer lifetime value.
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Key measures of success:
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Customer Retention:
Improvement in repeat purchase rate, particularly the transition from first to second purchase.
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Customer lifetime value:
Measurable improvement in customer lifetime value and the commercial contribution of retention initiatives.
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Email performance:
Track revenue contribution, conversion, click-through rate, unsubscribe rate and deliverability.
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SMS performance:
Track revenue contribution, conversion, click-through rate, opt-out rate and engagement.
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Automated flows:
Deliver priority lifecycle flows within the first 90 days, with performance baselines and ongoing optimisation.
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Customer segmentation:
Establish a documented segmentation framework within 60 days, with prioritised opportunities and a testing plan.
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Loyalty performance:
Improve loyalty engagement, repeat purchasing and loyalty-driven revenue .
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Execution quality:
Maintain accurate targeting, approved creative, correct pricing and offers, functioning links, appropriate consent and suppression controls, and reliable campaign delivery..
Skills & experience:
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Demonstrated experience in CRM, retention marketing or customer lifecycle management, preferably within a direct-to-consumer ecommerce business.
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Strong practical experience with Klaviyo, including email and SMS campaigns, segmentation, automation and reporting.
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Working knowledge of Shopify and loyalty platforms, preferably Smile.io.
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General knowledge of Google Analytics and the ability to translate customer and campaign data into commercial actions.
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Strong analytical capability, exceptional attention to detail and a structured approach to quality assurance.
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Experience developing customer journeys and optimising retention performance.
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Strong project management and stakeholder communication skills.
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