CRM Specialist

Our customers span the UK, and we're only just getting started. With ambitious plans to scale internationally, we're continuing to transform how people care for their dogs. Your Mission

As our CRM Specialist, you'll own and elevate customer communications across email, SMS, and WhatsApp, turning lifecycle marketing into one of the most powerful growth and retention drivers in the business.

This role is central to how we engage, retain, and grow our customer base especially within our subscription model. You'll blend strategy, creativity, and data to deliver highly personalised, high-performing campaigns and automated journeys that drive lifetime value and build long-term loyalty.

Team Purpose & Challenges

• Build meaningful, personalised relationships with customers throughout their lifecycle.
• Drive retention, repeat purchase, and subscription growth.
• Improve consistency, performance, and strategic direction across email and WhatsApp.
• Unlock revenue opportunities through better segmentation, automation, and testing.

Strategic Focus & Priorities

• Execute the CRM strategy across email, SMS, and WhatsApp.
• Scale automated lifecycle flows to reduce churn and increase LTV.
• Improve campaign planning, performance tracking, and experimentation.
• Deliver a seamless, on-brand customer experience across all CRM touchpoints.

Reporting & Leadership

• Directly reports into the Digital Lead who is led by the Head of Retention & community.
• Workload will naturally require communication and data reporting to the Head of Subscriber Growth also.
• May take on more ownership of workflows as the team grows.

Collaboration

• Partners with developers for more complex flows and automations along with designers for specific creative campaigns.
• Developers for design-focused emails.
• Works with commercial and data teams to align messaging with trading priorities.
• Supports customer service initiatives with thoughtful, timely communications and with specific campaign or flow ticket responses.

Hands-On vs. Strategic Balance

• Hands-on ownership of campaigns, flows, and day-to-day CRM execution.
• Strategic oversight of lifecycle, segmentation, and testing roadmaps.
• Continuous optimisation using performance insights and experimentation., * Work closely with the Digital Lead to execute CRM activity across email, WhatsApp, and SMS.
• Build and optimise automated flows including welcome, onboarding, abandoned cart/browse, post-purchase, replenishment, win-back, and churn prevention.
• Plan and deliver weekly campaign calendars aligned to trading and marketing goals.
• Develop CRM strategies specifically for subscription customers.
• Design emails in Klaviyo, building directly.
• Lead A/B testing across subject lines, creative, messaging, offers, and send times.
• Manage segmentation and personalisation to improve relevance and engagement.
• Track performance and share insights on revenue, retention, and engagement.
• Ensure best practice around consent, GDPR, and deliverability.

• Hands-on experience with Klaviyo and Shopify.

• Experience working within a subscription eCommerce

• Strong understanding of segmentation, personalisation, and lifecycle marketing.

• Ability to design and build emails with a strong eye for UX and conversion.

• Experience running campaigns and flows across WhatsApp (and ideally SMS).

• Confident analysing performance metrics such as open rate, CTR, CVR, revenue per recipient, churn, and LTV.

Nice to have:

• Basic HTML/CSS for email editing.
• Experience with SMS platforms.
• Knowledge of email deliverability best practices.
• Experience running structured experimentation programmes.

• Annual £250.00 Learning & Development budget for courses, books or other self-learn activities
• Annual £100.00 Wellbeing budget
• Up to 2 weeks working abroad per year (selected roles)
• Monthly recognition through our Yappa of The Month programme
• 1 Volunteer day per year - dog themed or not: it's your choice!
• Subsidised employee groups - from five a side to padel there's loads to get involved in or the chance to start up your own group
• Quarterly subsidised team events from Axe throwing, crazy golf to cocktail making
• Exclusive discounts on Years and Years treats for yourself and friends/family
• Lunch & Learn programme - from dog first aid to financial savviness we've got sessions planned to cover all kinds of topics
• Casual dress
• Your birthday off or different day if it falls on a non-working day
• Ability to sell any unused holiday back to Years at the end of the Holiday Year (maximum 1 working week)

Interview Process

• Initial conversation covering your CV, experience and an opportunity to find out more about Years and the team (30 minutes).
• A task to be completed at home that will then be presented and reviewed with the internal team during a face-to-face interview along with questions about your experience and skill set.
• A final interview to see how the business works and learn about the culture with one of our directors or the founding team.