CRM Manager

About the role

Cháps, a fast‑growing beverage brand that modernises African drinks, is seeking a CRM Manager to own its customer retention and email marketing programme. You will shape the strategy, build automated journeys and drive repeat purchases across its direct‑to‑consumer channel.

Key responsibilities

• Develop and execute a CRM and retention strategy focused on repeat purchase, customer lifetime value and DTC revenue.
• Own the end‑to‑end email marketing calendar, including product launches, promotions, seasonal campaigns and brand storytelling.
• Create, test and launch high‑quality email campaigns using Klaviyo.
• Design, implement and optimise automated customer journeys such as welcome, abandoned basket, post‑purchase, replenishment, review and win‑back flows.
• Segment customers and personalise communications based on behaviour, purchase history and lifecycle stage using Shopify and Klaviyo data.
• Manage day‑to‑day performance and integration of Klaviyo and Shopify, ensuring accurate data and tracking.
• Run structured A/B tests on subject lines, creative, messaging, offers, audiences and send times.
• Monitor and report on CRM metrics including revenue, conversion, repeat purchase, engagement, list growth and deliverability.
• Collaborate with founders, creative team and marketing partners to ensure campaigns are on‑brand, timely and commercially effective.
• Ensure all CRM activities comply with GDPR, PECR and email marketing best practices.

Required profile

• Proven experience managing CRM, email marketing and lifecycle campaigns in an e‑commerce environment.
• Hands‑on, data‑driven mindset with the ability to set up processes from scratch.
• Strong collaboration skills to work closely with founders, creative teams and external partners.
• Excellent organisational abilities to manage multiple campaigns and projects simultaneously.

Required skills

• Klaviyo
• Shopify
• A/B testing
• Customer segmentation
• Email marketing automation
• GDPR compliance
• PECR compliance