An exciting opportunity has arisen for a Senior CRM & Loyalty Manager at REFY Beauty.
As one of the fastest-growing beauty brands in the UK, we’re expanding our team to deliver world-class service to our customers. The primary goal of this role is to be the voice of the customer at REFY, identifying key touchpoints and delivering the best shopping experience possible.

SKILLS, KNOWLEDGE AND EXPERTISE

• 5+ years of CRM experience preferred
• Analytical mindset with strong attention to detail
• Hands-on individual capable of both strategic thinking and execution
• Strong knowledge of automation and segmentation
• Familiarity with Klaviyo and Shopify Plus preferred
• Proficient in Google Analytics
• Understanding of reporting tools (e.g., Google Looker)
• A passion for CRM, with a drive to own and grow the REFY customer experience

• Be the advocate for the customer at REFY—understanding how they shop and identifying ways to improve their experience with the brand.
• Develop and implement CRM strategies: Design and execute CRM initiatives aligned with company objectives, ensuring a consistent customer experience across all touchpoints and channels.
• Campaign management: Plan, execute, and analyse CRM campaigns across various channels including email, SMS, online, and social. Leverage Klaviyo and Shopify capabilities, utilizing pre-built segments and recommendations to deliver personalised and targeted messages.
• Marketing automation: Implement and optimise existing automated flows. Use segments from Klaviyo, Shopify, and other platforms to improve performance, deliverability, and effectiveness.
• Loyalty and Retention: Own REFY World, REFY’s exclusive loyalty programme designed with our customers at the forefront. Regularly review how perks are engaged with and continuously improve the programme based on customer feedback and data.
• Demonstrate a deep understanding of loyalty and retention: Identify key metrics and buyer behaviours to improve repurchase rates and sales velocity.
• Maintain a brand-first approach with a keen eye for detail in content delivery—understanding what each customer needs and delivering accurate product information in the right format at the right time.
• Integrate all platforms to create a unified customer view—combining online shopping behaviour, CRM data, customer service feedback, reviews, and operational tracking to identify customer pain points.
• Data management: Oversee collection, analysis, and usage of customer data from Klaviyo and Shopify to enhance segmentation, profiling, and campaign targeting.
• CRM analytics: Use insights from Klaviyo and Shopify to evaluate CRM effectiveness, identify improvement opportunities, and recommend actionable strategies.
• Google Analytics: Analyse email and SMS performance in relation to the broader marketing mix.
• CRM platform management: Oversee the selection, implementation, and maintenance of CRM platforms—particularly Klaviyo—ensuring data integrity, platform functionality, and user adoption.
• Provide revenue forecasts based on historical sales data and use this to establish KPIs and targets.
• Stay updated on industry trends: Keep up with CRM best practices and updates (including Klaviyo and Shopify) to continually optimise strategies and drive innovation.
• Lead and grow the CRM team: This will initially be a hands-on role, with plans to expand the department as the business grows.
• Collaborate with internal stakeholders: Work cross-functionally with marketing, sales, product, and eCommerce teams to align CRM efforts with broader business objectives.