CRM Specialist

As our office-based CRM Specialist at our Nottingham HQ, you’ll be the engine behind our lifecycle marketing: building, running, and optimising the flows and campaigns that keep our subscribers engaged and loyal for longer. You’ll work hands-on across email, SMS, WhatsApp, and direct mail, writing, designing, building, and sending, while using data to continuously improve what you do. You’ll report into our Digital Lead, sitting at the heart of our retention operation.

The best person for this role will be curious, creative, and able to take an idea and run with it, someone whose copy and design instincts are as strong as their technical execution.

What You’ll Own

• The full CRM calendar: planning and delivering weekly campaigns across email, SMS, WhatsApp, and direct mail, aligned to trading and marketing goals
• Lifecycle automation: building and continuously optimising flows for abandon quiz, abandon checkout, trial onboarding, ongoing customer nurture, and cancellation
• Subscription CRM strategy: bringing ideas and fresh thinking to how we communicate with subscribers, with the opportunity to take on more strategic ownership as you grow into the role
• Email design and build: creating campaigns directly in Klaviyo, no handoffs, you’re hands-on in the platform
• Testing and experimentation: running structured A/B and hold-out tests across subject lines, creative, messaging, offers, and send times, measuring impact on cohort retention and sharing what you learn
• Segmentation and personalisation: using data to make every communication feel relevant and timely
• Performance reporting: tracking and sharing results on revenue, retention, engagement, and deliverability, and using those insights to keep improving
• Compliance: ensuring everything we send meets GDPR best practice and deliverability standards

• Solid hands-on Klaviyo experience, you know the platform well and can build and troubleshoot flows independently
• Experience in subscription eCommerce, ideally DTC
• Hands-on experience with Shopify and Recharge
• A strong grasp of lifecycle marketing: segmentation, automation logic, and how CRM connects to LTV
• Comfort with performance data, open rate, CTR, CVR, revenue per recipient, churn, LTV, and cohort retention are your regular vocabulary
• Experience running campaigns across WhatsApp as well as email
• The ability to write, design, and build emails that look great, read well, and convert

Nice to have:

• Basic HTML/CSS for email editing
• Experience with SMS platforms
• Experience running direct mail campaigns and flows
• Knowledge of email deliverability best practices
• Experience running structured experimentation programmes

• Salary of £35,000 - £40,000
• Medicash Level 4 Cashback plan
• Spill EAP and Mental Health Support programme
• Annual £250.00 Learning & Development budget for courses, books or other self-learn activities each year
• Annual £200.00 Wellbeing budget each year
• 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
• Bi-annually 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)