CRM & Loyalty Strategy Lead

anatome London is a natural health and wellness brand and community, dedicated to promoting a balanced, healthier lifestyle. The brand is built on the philosophy that achieving nutritional and emotional balance is key to leading a fulfilled life. With innovative offerings and a commitment to well-being, anatome aims to inspire individuals aspiring to improve their mental and physical health.

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We are seeking a strategic and hands-on Fractional CRM, Retention & Loyalty Expert to lead our customer lifecycle, retention, and loyalty strategy. This role will focus on building a high-performing retention engine across Shopify, Klaviyo, and Love Loyalty, driving repeat purchase rate, customer lifetime value (LTV), and sustainable growth.

This is a fractional leadership role for someone who can architect the strategy, optimize existing systems, and collaborate with internal teams to execute.

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Key Responsibilities

1. Retention & Lifecycle Strategy

• Develop and lead the overall retention strategy across email, SMS, and loyalty
• Design full lifecycle journeys (acquisition → onboarding → conversion → retention → reactivation)
• Audit and optimize existing CRM flows and campaign structure
• Increase repeat purchase rate, purchase frequency, and LTV
• Establish clear retention KPIs and reporting cadence

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2. CRM & Platform Management (Shopify + Klaviyo)

• Own CRM architecture within Klaviyo
• Leverage Shopify data to build dynamic segments and lifecycle triggers
• Create advanced segmentation (behavioral, transactional, RFM, lifecycle stage)
• Build and optimize automated flows including:
• Welcome series
• Abandoned cart & browse abandonment
• Post-purchase & cross-sell
• Replenishment
• Loyalty activation
• Winback & churn prevention
• Improve deliverability, engagement, and revenue contribution from owned channels

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3. Loyalty Strategy & Optimization (Love Loyalty App)

• Manage and optimize the Love Loyalty program within Shopify
• Design reward structures, tiers, referral mechanics, and promotional campaigns
• Align loyalty incentives with margin and retention goals
• Increase loyalty enrollment, activation, and repeat engagement
• Integrate loyalty touchpoints into Klaviyo flows and lifecycle campaigns

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4. Customer Segmentation & Personalization

• Develop smart segmentation strategy based on:
• Purchase behavior
• Frequency & recency
• Product category affinity
• Customer lifetime value
• Personalize messaging and offers to increase conversion and retention
• Create high-value customer cohorts for targeted campaigns

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5. Customer Acquisition Alignment

• Align acquisition strategy with retention and LTV goals
• Improve onboarding journey for new customers
• Develop retention-led acquisition strategies (referrals, loyalty-driven acquisition, VIP offers)
• Partner with paid media to optimize toward high-LTV customers

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6. Reporting & Optimization

• Build dashboards to track:
• Repeat purchase rate
• Cohort retention
• Loyalty participation
• Email/SMS revenue contribution
• Run A/B tests and experimentation roadmap
• Deliver monthly insights and growth recommendations

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Qualifications

• 5+ years in CRM, retention marketing, or lifecycle strategy for Shopify-based retail brands
• Deep hands-on expertise with:
• Shopify
• Klaviyo
• Love Loyalty app (or comparable loyalty platforms)
• Proven experience increasing repeat purchase rate and LTV
• Strong understanding of lifecycle marketing and retention strategy
• Data-driven with strong analytical capabilities
• Experience working in a fractional or consulting capacity preferred

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Success Metrics

• Increased repeat purchase rate
• Growth in LTV
• Higher loyalty enrollment and engagement
• Increased Klaviyo-driven revenue
• Reduced churn and improved retention cohorts

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Engagement Structure

• Fractional commitment (10–20 hours per week depending on scope)
• Initial 90-day roadmap with defined retention and CRM milestones
• Potential for ongoing advisory engagement

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How to Apply

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