Lifecycle Marketing Specialist

Retention Strategy & Customer Lifecycle Analysis

• Analyse repurchase behaviour by segment, including time between purchases, repeat purchase rate, and lifetime value, to understand where Quad Lock loses or retains customers

• Identify the key lifecycle stages and moments where customers are most likely to lapse, and prioritise retention activity against them

• Build a clear view of customer cohorts by purchase frequency and value, and use it to shape flow and campaign targeting

• Set and track retention-specific targets (repurchase rate, time-to-second-purchase, win-back rate) and report on progress against them

• Collaborate with the broader commercial team to connect on-site behaviour and customer segmentation, ensuring the retention strategy is grounded in actual customer data rather than assumptions

Campaign Planning & Execution

• Plan and execute the send calendar, balancing promotional activity with lifecycle and content-driven sends

• Brief and produce campaign emails end-to-end: copy, design briefing, build, testing, and scheduling

• Coordinate campaign timing with performance marketing and ecommerce activity to avoid cannibalisation and maximise impact

• Manage SMS campaigns and ensure SMS is used appropriately as a high-intent, low-frequency channel

Technical Integration & Platform Management

• Support the technical integration of Klaviyo within the broader Shopify and Sanity CMS ecosystem, ensuring data flows correctly between platforms

• Own Klaviyo's technical configuration: custom properties, event tracking, and integrations with third-party apps

• Build and maintain sophisticated automation flows that go beyond standard templates, tailored to Quad Lock's customer journey and product range

• Partner with the Development team on any custom tracking, data layer, or integration work required to support flows and segmentation

Segmentation & Database Health

• Develop and maintain a segmentation framework that allows relevant, targeted communication at scale

• Monitor list health: deliverability, open rates, unsubscribe rates, and spam complaint rates across regions

• Manage suppression lists, sunset flows, and re-engagement campaigns to maintain a healthy, engaged database

• Ensure compliance with email and SMS regulations across all active markets 

• Proven, hands-on experience in email marketing, CRM, or retention marketing, ideally within ecommerce or DTC

• Proficient in Klaviyo: flow building, segmentation, A/B testing, and reporting

• Advanced knowledge of sophisticated Klaviyo automation flows, including custom properties, event-based triggers, and third-party integrations

• Strong copywriting ability with an understanding of how to write for different customer segments and lifecycle stages

• Experience managing a send calendar across multiple campaign types and audiences

• Working knowledge of email deliverability, list health management, and compliance requirements

• Comfortable with data: can pull reports, interpret metrics, and form clear recommendations without needing someone to do it for them

• Understanding of retention and lifecycle metrics: repurchase rate, time-to-second-purchase, LTV, and cohort analysis

Desirable

• Experience with SMS marketing platforms (Klaviyo SMS, Attentive, Postscript or similar)

• Exposure to multi-region or international email programmes with market-specific compliance considerations

• Familiarity with Shopify and how ecommerce data flows into CRM platforms

• Exposure to Sanity CMS 

• Experience briefing creative teams or producing basic email templates independently

• Background in a product-led or technical consumer brand