CRM & Lifecycle Executive

Role description

The CRM & Lifecycle Executive will play a key role in shaping Hovia's customer communication strategy. They will be responsible for planning, creating and executing email campaigns and automated customer journeys (with opportunities to expand into additional channels over time), writing compelling, on-brand copy and creating visually engaging email creative that reflects Hovia's brand and tone of voice.

The role requires a commercially minded, data-driven individual with strong creative skills and a solid understanding of customer segmentation and behaviours. They’ll be comfortable combining customer insight with creativity, taking communications from initial idea and copy through to creative execution. By delivering relevant, engaging communications throughout the customer lifecycle, they will help drive engagement, increase retention and support sustainable revenue growth.

Objective:

Drive revenue and customer value by delivering relevant, data-driven CRM communications and continuously optimising the customer lifecycle across all markets.

Key KPIs:

• CRM Revenue:

  Revenue generated through CRM campaigns and automated lifecycle journeys.

• Lifecycle Conversion Rate:

  Improve conversion rate across key journeys, particularly sample-to-purchase and abandoned basket/checkout.

• Retention & Repeat Purchase:

  Repeat purchase rate and customer retention across relevant customer cohorts.

• CRM Engagement:

  Click-through, conversion, unsubscribe and deliverability rates across campaigns and automated journeys.

• Testing & Optimisation:

  Consistent delivery of A/B testing and measurable improvements to key lifecycle journeys.

Team:

Consumer Sales

Unit:

Hovia, part of Gimmersta Wallpaper UK Ltd

Reports to:

Head of Consumer Sales

Employment type:

Part-time [3-days / 21 hours]

Salary:

£33k - £36k FTE

Salary pro rata:

£19.8k - £21.6k

Areas of responsibility CRM & Marketing Automation

• Design, build, and continuously optimise automated email journeys including but not limited to: welcome series, post-purchase communications, abandoned cart and checkout flows, and re-engagement campaigns.

• Support the wider marketing campaign calendar, planning, creating and executing CRM activity that aligns with agreed brand, promotional and commercial plans.

• Utilise customer behavioural and transactional data to develop targeted and dynamic campaigns tailored to different segments of our audience. Ensure localisation and optimisation across international markets, liaising with internal Global teams.

• Take ownership of email copy and creative, developing and optimising performance-focused content while collaborating with Brand & Creative on larger campaigns and more complex creative requirements.

• Identify opportunities to grow and improve the quality of the CRM database, optimising customer data capture and consent across key touchpoints.

Customer Insights & Optimisation

• Analyse customer behaviour across the lifecycle, from first visit and sample order through to purchase and repeat purchase.

• Identify bottlenecks and commercial opportunities in the funnel and propose improvements together with E-commerce and Performance.

• Conduct cohort, segmentation, and behavioural analysis to inform retention strategy.

• Produce ongoing reports (GA4, Google Data Studio, in-platform) and ad hoc insights for the team and organization.

Retention & Growth

• Develop and execute strategies to increase repeat purchase, loyalty and customer value, using structured A/B testing to continuously optimise lifecycle communications and journeys.

• Own and optimise key lifecycle journeys such as sample-to-purchase and post-purchase education, identifying friction points and opportunities to improve conversion and customer confidence.

• Own customer feedback and insight processes, working closely with Customer Service and using customer surveys, reviews and Trustpilot data to identify recurring pain points and opportunities to improve the customer experience.

Role profile

You’ll have 3+ years’ experience in CRM, lifecycle marketing or a broader marketing role, ideally within an ecommerce or consumer brand environment. You’ll be confident working with CRM and analytics platforms such as Braze or Klaviyo, using customer data and segmentation to build audiences, optimise journeys, measure performance and drive continuous improvement.

You’ll be commercially curious and analytically minded, with a genuine interest in understanding customer behaviour - what drives someone to engage, purchase and come back, where they encounter friction, and how better communication can improve their experience.

A genuine love of interiors is a big one for us. You’ll have an understanding of the latest trends and our customers, and be interested in what inspires people when decorating their homes. You’ll be able to turn these insights into relevant, engaging communications that feel unmistakably Hovia.

You’ll be a confident copywriter with a strong creative eye, able to write compelling, on-brand marketing copy and create engaging email assets using creative tools such as Canva and Photoshop.

Most importantly, you’ll be structured, proactive and comfortable taking ownership, with a strong bias for testing, optimisation and continuous improvement. You’ll enjoy working collaboratively across Marketing, Brand, Creative and Ecommerce to improve the customer journey and drive sustainable growth.

What we offer

This is a creative and varied role in a fast-growing international brand, surrounded by a team of people who genuinely love design, creativity and innovation. You’ll be based in our beautiful office in Liverpool’s Baltic Triangle, with a flexible hybrid working approach.

You’ll also get:

• 27 days’ holiday + bank holidays (pro rata), with the option to buy or carry over days
• Flexible hours & hybrid working
• Free onsite parking, Bike to Work & Season Ticket Loan schemes
• BUPA cash plan and Health Assured Employee Assistance & Wellbeing Programme
• Pension scheme
• Regular team socials, including monthly yoga and seasonal celebrations

If you’re excited by the idea of using customer insight, creativity and experimentation to build better customer journeys and drive growth, we’d love to hear from you.