Senior Email & Lifecycle Marketing Manager

MOOD London is looking for a commercially driven Senior Email & Lifecycle Marketing Manager to own, grow and scale our email marketing channel.

This is not simply a campaign execution role. You will take ownership of email as a revenue and retention channel, using Klaviyo, Shopify data, customer behaviour, segmentation, automation and structured testing to drive conversion, increase repeat purchase and strengthen customer lifetime value.

You will work closely with our Creative Lead and Graphic Designer, giving you the creative support to focus on strategy, customer journeys, messaging, testing, execution and commercial performance.

We are looking for someone who can assess where we are today, identify the biggest opportunities and build a more sophisticated lifecycle marketing programme around them.

You will own MOOD London's email and lifecycle marketing programme from strategy through to execution and reporting.

You will manage campaigns, automated flows, segmentation, list growth, testing, deliverability and performance analysis within Klaviyo.

Your focus will be on turning customer data and behaviour into relevant communications that drive measurable revenue.

You will be expected to identify opportunities independently, prioritise them commercially and continuously improve the channel.

• Own email revenue, retention and lifecycle marketing performance.
• Own and manage Klaviyo as the primary email marketing platform.
• Plan and manage the email campaign calendar across launches, education, brand activity and commercial campaigns.
• Build, manage and improve automated customer journeys across the full lifecycle.
• Develop customer segmentation based on behaviour, purchase history, engagement and value.
• Build product-specific journeys and targeted customer communications.
• Develop cross-sell, repeat purchase, replenishment, VIP and winback strategies.
• Improve personalisation and dynamic content across campaigns and flows.
• Own list growth strategy, sign-up forms and database quality.
• Brief our Creative Lead and Graphic Designer with clear commercial and customer objectives.
• Develop messaging, copy direction, subject lines, offers and calls to action.
• Lead structured A/B and multivariate testing across audiences, messaging, creative, offers, timing and journeys.
• Monitor deliverability, engagement and database health.
• Analyse performance using Klaviyo and Shopify data.
• Understand the limitations of platform attribution and use Shopify as an important commercial source of truth.
• Report on revenue, conversion, revenue per recipient, repeat purchase, lifecycle performance and other relevant commercial metrics.
• Identify and prioritise opportunities to increase email revenue and customer lifetime value.
• Build and maintain a longer-term lifecycle marketing roadmap.

• 4+ years of email, CRM or lifecycle marketing experience, ideally within ecommerce, beauty, fragrance, fashion, luxury or consumer brands.
• Strong hands-on Klaviyo experience is essential.
• Strong Shopify and ecommerce knowledge.
• Experience owning an email programme rather than only supporting one.
• Proven experience building and improving automated email flows.
• Strong understanding of segmentation, customer journeys and lifecycle marketing.
• Commercial mindset with experience using email to increase revenue, conversion and repeat purchase.
• Strong analytical ability and confidence interpreting customer and ecommerce data.
• Comfortable questioning attribution and platform reporting rather than simply reporting headline numbers.
• Experience running structured testing programmes.
• Strong direct-response copy and messaging instincts.
• Able to translate customer behaviour into campaigns, journeys and commercial opportunities.
• Comfortable briefing designers and creative teams.
• Strong understanding of deliverability and database health.
• Highly organised and able to manage campaigns, flows, projects and deadlines independently.
• Clear communicator who can explain performance, priorities and recommendations.
• Working knowledge of HTML/CSS for email is beneficial.

You will be successful in this role if you can:

• Increase email-generated revenue.
• Grow revenue from automated flows.
• Increase repeat purchase and customer lifetime value.
• Increase the sophistication of our lifecycle programme.
• Improve list growth and database quality.
• Create a disciplined testing culture.
• Give the business clear visibility of email performance and opportunities.
• Build a scalable email and retention…