Fractional CRM & Loyalty Strategy Lead​/Executive

We are seeking a strategic and hands‑onFractional CRM, Retention & Loyalty Expertto lead our customer lifecycle, retention, and loyalty strategy. This role will focus on building a high‑performing retention engine acrossShopify, Klaviyo, and Love Loyalty,driving repeat purchase rate, customer lifetime value (LTV), and sustainable growth.

This is a fractional leadership role for someone who can architect the strategy, optimize existing systems, and collaborate with internal teams to execute.

• Develop and lead the overallretention strategyacross email, SMS, and loyalty
• Design full lifecycle journeys (acquisition → onboarding → conversion → retention → reactivation)
• Audit and optimize existing CRM flows and campaign structure
• Increase repeat purchase rate, purchase frequency, and LTV
• Establish clear retention KPIs and reporting cadence

• Own CRM architecture withinKlaviyo
• LeverageShopify datato build dynamic segments and lifecycle triggers
• Create advanced segmentation (behavioral, transactional, RFM, lifecycle stage)
• Build and optimize automated flows including:
• Welcome series
• Abandoned cart & browse abandonment
• Post-purchase & cross-sell
• Replenishment
• Loyalty activation
• Winback & churn prevention
• Improve deliverability, engagement, and revenue contribution from owned channels

• Manage and optimize theLove Loyalty programwithin Shopify
• Design reward structures, tiers, referral mechanics, and promotional campaigns
• Align loyalty incentives with margin and retention goals
• Increase loyalty enrollment, activation, and repeat engagement
• Integrate loyalty touchpoints into Klaviyo flows and lifecycle campaigns

• Develop smart segmentation strategy based on:
• Purchase behavior
• Frequency & recency
• Product category affinity
• Customer lifetime value
• Personalize messaging and offers to increase conversion and retention
• Create high-value customer cohorts for targeted campaigns

• Align acquisition strategy with retention and LTV goals
• Improve onboarding journey for new customers
• Develop retention-led acquisition strategies (referrals, loyalty-driven acquisition, VIP offers)
• Partner with paid media to optimize toward high-LTV customers

• Build dashboards to track:
• Repeat purchase rate
• Cohort retention
• Loyalty participation
• Email/SMS revenue contribution
• Run A/B tests and experimentation roadmap
• Deliver monthly insights and growth recommendations

• 5+ years in CRM, retention marketing, or lifecycle strategy for Shopify-based retail brands
• Deep hands‑on expertise with:
• Shopify
• Klaviyo
• Love Loyalty app(or comparable loyalty platforms)
• Proven experience increasing repeat purchase rate and LTV
• Strong understanding of lifecycle marketing and retention strategy
• Data‑driven with strong analytical capabilities
• Experience working in a fractional or consulting capacity preferred

• Increased repeat purchase rate
• Growth in LTV
• Higher loyalty enrollment and engagement
• Increased Klaviyo-driven revenue
• Reduced churn and improved retention cohorts

• Fractional commitment (10–20 hours per week depending on scope)
• Initial 90‑day roadmap with defined retention and CRM milestones
• Potential for ongoing advisory engagement