CRM Automation Specialist

​CRM Automation Specialist D2C Retail brand £45,000 + Package Birmingham. Hybrid 3 days in 2 WFH I’m looking for an experienced CRM Automation Specialist to support the development and execution of the brands CRM and retention strategy. This role will focus on building, maintaining, and optimising automations across email and SMS (scope to expand into additional channels). This is a delivery-focused role with growing strategic exposure, ideal for someone with solid technical CRM experience who wants to deepen their impact in a fast-growing D2C business. Key Responsibilities: CRM Strategy, Automation & Technical Execution Build and optimise Automated Email and SMS flows using Klaviyo. Covering the full customer lifecycle. Lead the build of new customer journeys and CRM automation flows to support NPD launches. Maintain and continuously improve existing flows based on performance insights, customer behaviour, and commercial priorities. Write and edit HTML and CSS to customise email templates, improve responsiveness, and maintain brand consistency. Troubleshoot technical issues and optimise emails for deliverability and performance. Data, Testing & Optimisation Build and manage advanced audience segments using customer behaviour, purchase history, and sales data. Plan and execute A/B and multivariate tests across subject lines, content, timing, channels and automation logic. Monitor and report on CRM performance metrics including open rate, CTR, conversion, churn, and LTV, turning insights into actionable optimisation. Optimise key lifecycle journeys including browse abandonment, acquisition, post-purchase, reviews, loyalty, OTPs, reminders, and reactivation. Collaborate with Product, Digital, E-commerce, Tech, Brand, and Insights teams to ensure CRM journeys are optimised and aligned with on-site experience, subscription mechanics, and commercial goals. Cross Function Collaboration Work with Brand and Digital teams to ensure CRM content aligns with tone of voice and brand guidelines. Collaborate with Product, Digital, E-commerce, Tech, Brand, and Insights teams to ensure CRM journeys are optimised and aligned with on-site experience, subscription mechanics, and commercial goals. Translate business and commercial objectives into scalable, customer-centric CRM solutions. Required Experience & Skills: Strong hands-on experience with at least one major CRM/ESP platform (e.g. Klaviyo, Braze, Bloomreach, HubSpot), particularly building and managing automated flows. Solid HTML and CSS skills for email development. Strong analytical skills with the ability to interpret CRM performance data, and experience of using data to drive optimisation. Good understanding of lifecycle marketing, customer journeys and automation logic. Experience with SMS and / or broader omnichannel CRM strategies. Desirable