CRM Executive

About usDeMellier is a London-based brand that was founded with the vision of doing things differently: to design handbags that would make women feel empowered, made ethically and sustainably, while giving back to those who need it most. These principles guide everything we do. All our pieces are crafted ethically in Europe using the finest sustainably sourced materials. We champion equality, and for every piece sold, we fund vaccines and medical treatments aimed at saving the life of a child in need. So far, through our permanent charity initiative, ‘A Bag, A Life’, in partnership with SOS Children’s Villages, we have funded over 2.5 million vaccines. Join us and be part of an award-winning, purpose-driven brand that fosters creativity, collaboration, and meaningful impact within the luxury industry.

The Role

As DeMellier’s CRM Executive, you will be responsible for the day-to-day execution and optimisation of our broadcast and automated CRM activity, working closely with the Senior CRM & Omnichannel Clienteling Manager to bring the wider CRM and customer retention strategy to life.You will play a key role in ensuring CRM activity is delivered accurately, efficiently and in line with the wider marketing and commercial calendar. You will also support customer segmentation, lifecycle activity, retention initiatives and CRM reporting, helping the business better understand and engage its customers across digital and retail touchpoints. You will be a key champion of the customer within the business, helping ensure CRM activity is relevant, accurate and informed by customer behaviour and insight.

• Strong experience of lifecycle email marketing or multi-channel CRM experience, ideally in DTC business with a global focus
• Experience working with data and data analysis
• Experience working with a predominantly DTC business
• Experience working with Klaviyo (open to ESP’s) and ideally Shopify
• Experience with collaborating with paid media colleagues/teams
• Excellent excel skills
• Ideally the candidate will be knowledgeable in GDPR, CCPA, and general email compliance
• Strong communication skills

Email & SMS Marketing

• Support the Senior CRM & Omnichannel Clienteling Manager in implementing the CRM strategy through the execution of agreed segmentation, lifecycle and customer journey initiatives.
• Support and execute the day-to-day CRM campaign schedule, ensuring all campaigns are planned, built, tested and delivered in accordance with the marketing calendar.
• Plan CRM activity 1–2 months in advance, working closely with relevant teams to ensure email and SMS content aligns with wider marketing, trading and product priorities.
• Support ongoing testing across creative, messaging, send strategy, segmentation and personalisation, ensuring test objectives and results are clearly documented and communicated.
• Support the day-to-day administration of Klaviyo and other CRM platforms, ensuring campaigns, templates, audiences and automations are maintained effectively.
• Own the day-to-day management and optimisation of automated flows and triggered communications, proactively identifying opportunities for testing and improvement.
• Work collaboratively with Creative, Digital, Trading, Brand Marketing, E-commerce and Customer Services to ensure CRM campaigns are delivered accurately and on time.
• Consistently follow the CRM QA process across campaigns, flows, segmentation and reporting, ensuring customer-facing activity and data are accurate before deployment or circulation.
• Proactively identify and escalate campaign, data, resource or delivery risks to the Senior CRM & Omnichannel Clienteling Manager, raising blockers early and recommending appropriate solutions.

Customer Retention

• Support the Senior CRM Manager & Head of Brand with our retention programme (Loyalty) as we continuously evolve.
• Use customer data and agreed CRM insights to support the execution of targeted retention, reactivation and loyalty activity.
• Support loyalty activity through campaign delivery, segmentation, reporting and operational implementation.
• Support the execution of agreed customer lifecycle initiatives designed to increase repeat purchase, engagement and retention.

Customer Insights

• Support the Head of Brand to deliver customer research, collate the outcome and share them with the wider team in monthly meetings
• Work with the Senior CRM & Omnichannel Clienteling Manager and relevant teams to implement automated customer surveys and support the ongoing analysis of results.
• Collate customer insight and research findings into clear, easy-to-understand outputs for the wider business.
• Support the translation of customer insight into practical CRM activity, including segmentation, personalisation and lifecycle communications.

Data Analysis & Reporting

• Support the Senior CRM Manager with customer and CRM analysis, identifying key patterns, trends and anomalies in customer behaviour and campaign performance.
• Produce accurate weekly, monthly and quarterly CRM reporting, highlighting campaign performance, flow performance, customer behaviour, key trends and initial actionable insights.
• Create weekly, monthly and quarterly customer and CRM reports comparing performance to LY and Plan, with clear supporting commentary and observations.
• Produce clear, concise and easy-to-digest CRM reports and data views for use across the wider business.
• Monitor CRM performance and customer data for anomalies, escalating issues where required.
• Support analysis across customer segmentation, retention, repeat purchase, engagement, lifecycle activity and database growth.
• Gather and collate wider business and customer data to support the Senior CRM & Omnichannel Clienteling Manager in developing targeted CRM strategies and identifying opportunities for segmentation, personalisation, new customer touchpoints and optimisation.
• Ensure all reporting figures, calculations and formulas are thoroughly checked and validated before being shared.
• Keep up to date with CRM technologies, tools and Shopify apps, proactively suggesting opportunities that could improve CRM execution, customer insight or reporting.

CRM Operations & Data Management

• Support customer data governance by ensuring customer records, consent preferences and segmentation criteria remain accurate.
• Assist with CRM platform administration including audience management, suppression lists and campaign QA.
• Work closely with Customer Services and Digital teams to investigate CRM data issues and ensure prompt resolution.
• Proactively identify opportunities to improve CRM processes, campaign workflows and operational efficiencies.
• Support CRM activity across all customer touchpoints, including ecommerce, retail and clienteling initiatives, helping to deliver a seamless omnichannel customer experience.

• Hybrid working
• Annual Leave package increases the longer you stay with us
• Enhanced company maternity policy
• Employee Discount: 50% off Stock and up to 90% off Seasonal Sample Sales
• Free gift DeMellier bag on successful probation