CRM & Loyalty Executive

2 months ago

London, United Kingdom Fuel Ventures Full time
This role is for our portfolio company - Cult Mia


Cult Mia is building the leading online luxury fashion marketplace of tomorrow. We stand out by curating the most unique, values-driven, collections which shoppers cannot find elsewhere. We are constantly scouting the globe to bring a new generation of shoppers collections from the freshest independent fashion designers. We have vetted 2,400+ brands from 42+ different countries, curating products spanning 17+ categories. Our mission is to give luxury shoppers access to limited edition, unique, global fashion, safe in the knowledge that all products and brands are sustainably and ethically vetted. 


Our aim is to accelerate the growth of Cult Mia following a successful and expansive seed investment round. We are now looking to expand the Marketing team, responsible for driving the growth of Cult Mia through 360 marketing, spanning everything from brand awareness to retention. 


ABOUT THE ROLE


Reporting to our Senior Marketing Manager, the CRM and Loyalty Executive will help scale our CRM activity across email, SMS and WhatsApp as well as play a key part in driving customer loyalty and retention, through management of our Loyalty programme.


You will play a key role in the marketing team, translating the overall marketing strategy and taking ownership to build, deliver and optimise all CRM activity, as well as corresponding activities across our loyalty programme. You will be responsible for overseeing all things customer retention, with a focus on increasing lifetime value. 


This role will suit someone who is experienced in email management, across both campaigns and flows, with a strong understanding of tactics to drive customer acquisition and retention. 


Key areas include, but are not limited to:

  • Supported by the Senior Marketing Manager, translate the overall Cult Mia marketing strategy into channel-specific email, SMS and loyalty initiatives, whilst maintaining a reactive approach to the needs of the business.
  • Support the growth of customer retention, driving improvements across key metrics such as repeat customer rate, CLTV and loyalty programme sign-ups. 
  • Manage the day-to-day running of our Email & SMS Marketing strategy, across both campaign emails and automated flows (via Klaviyo) identifying opportunities to regularly optimise performance.
  • Manage the day-to-day running of our customer loyalty program, ensuring its visibility across marketing touchpoints as well as optimising it’s offering to increase engagement and redemption.
  • Manage our VIP activations to ensure loyal customers are retained and rewarded, feeling valued within the Cult Mia community. This is not limited to digital-specific touchpoints and will also cover physical touchpoints such as gifting (working in collaboration with our brand partners), perks and events (collaborating with our PR & Influencer Executive & Senior Marketing Manager)
  • Create A/B tests to ensure we are continuously optimising our strategy across different customer segments and/or creative and messaging tactics.
  • Aligning with the content & social executive to align with broader marketing messaging and content, managing the build and scheduling of all campaign emails & SMS. This will include elements of copywriting (specific to email or SMS executions i.e. subject lines, preview text) as well as supplementing cross-channel assets with email or SMS-specific content in places. 
  • Incorporate localised strategy into our BAU email and SMS content, focusing on growth in key markets (US and ME)
  • Work closely with the partnerships and e-commerce team to translate product performance insights into our CRM strategy.
  • Own weekly and monthly email performance reviews to interpret data and insights of all CRM Marketing activity, (including putting forward test and learn tactics) to generate learnings for future activity.
  • Monitor customer database growth and develop initiatives to ensure we are maximising data capture of potential customers, including the set up of new pop-ups or data capture points across channels.


The CRM & Loyalty Executive is someone who… 

  • 2+ years of CRM and/or Loyalty experience.
  • Has a strong understanding of (and ideally experience in) luxury/fashion
  • Knowledgeable about customer retention and increasing lifetime value
  • Experience in retention tactics for high-value/VIP customers
  • Is passionate about data analytics and customer segmentation
  • Has strong hands-on experience using Klaviyo (or similar systems)
  • Takes a test-and-learn approach and isn’t afraid to try new methods and approaches 
  • Has a flexible attitude, embracing ambiguity and change 


This is a hybrid role with 2 days a week in our London office.



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