Customer Relationship Management Specialist

Location: Mendrisio

Department: Marketing

Reporting line: Direct report to Digital Marketing Manager

Scope: Dickies EMEA

About SPORTLUX

Founded in 2024, SPORTLUX is a multi-brand platform operating iconic streetwear and lifestyle brands. Headquartered in Dubai, with operational hubs in Mendrisio, London and New York, and a design hub in Milan, SPORTLUX runs brands end-to-end across strategy, design, go-to-market, wholesale and DTC.

About the Role

The CRM Specialist is responsible for planning, building and executing Dickies Europe's CRM and email marketing activity, with a primary focus on Klaviyo and the newsletter programme. The role grows and engages the customer base, driving traffic, conversion and long-term loyalty.

Working cross-functionally with Digital Marketing, E-commerce, Branding and external partners, this role will bring both commercial moments and brand stories, such as product drops, collaborations and events, into every customer communication.

Key Responsibilities

• Newsletter & Campaign Management
• Plan and manage the newsletter calendar in line with product launches, campaigns, collaborations and events.
• Build, test and send email campaigns in Klaviyo, from briefing copy and visuals to final deployment.
• Balance commercial and brand content to keep communications engaging and less transactional.
• Klaviyo & Automation
• Manage and optimise automated flows, including welcome, abandoned cart, browse abandonment, post-purchase and win-back.
• Ensure a robust Klaviyo-Shopify integration and accurate customer data.
• Monitor deliverability and list health, in line with GDPR and consent requirements.
• Segmentation & Personalisation
• Build customer segments by market, behaviour, purchase history and engagement.
• Personalise content by country and language across European markets.
• Run A/B tests on subject lines, content and timing to improve results.
• Database Growth & Retention
• Grow the subscriber base through sign-up forms, on-site tools, events and collaborations.
• Drive repeat purchase and customer lifetime value through lifecycle communications.
• Support loyalty initiatives and explore additional channels such as SMS.
• Reporting & Performance
• Track open, click, conversion and revenue metrics for every campaign and flow.
• Produce regular reporting with actionable insights and recommendations.

Profile

• 2-4 years of experience in CRM, email marketing or lifecycle marketing, ideally within e-commerce.
• Strong hands-on knowledge of Klaviyo, including campaigns, flows, segmentation and its integration with Shopify.
• Familiarity with customer segmentation, lifecycle marketing, automation and A/B testing.
• Good sense for copy and design; knowledge of GDPR requirements; basic HTML is a plus.
• Previous experience within fashion, lifestyle, sportswear, streetwear, consumer brands or culturally relevant consumer businesses.