CRM Specialist

About the Role

As our CRM Specialist, you'll own the full lifecycle communication between Burnt and our customers - from welcome flows and post-purchase sequences to push notifications and our Burnt Black rewards programme. You'll sit within the Performance Marketing department and work closely with the Performance Marketing Graphic Designer, Paid Media team, and Analytics to ensure our owned channels are converting, retaining, and reactivating customers at every stage of the funnel.

This is a hands-on execution role with real strategic input. You'll build and manage the flows, write the briefs, analyse the results, and continuously improve performance across email, flows, whatsapp, and push notifications.

What You'll Own

Email Marketing

• Build, schedule, and send all campaign mailers across promotional, editorial, and transactional categories
• Maintain and optimise automated email flows - welcome series, abandoned cart, post-purchase, win-back, and browse abandonment
• Manage list health - segmentation, suppression, unsubscribe hygiene, and deliverability monitoring
• Brief creative assets to the design team and QA all sends before deployment

Whatsapp Marketing

• Own WhatsApp as a direct customer communication channel — campaign broadcasts, transactional notifications, and conversational flows.
• Build and manage opt-in lists in compliance with POPIA and WhatsApp Business Policy requirements.
• Develop WhatsApp-specific messaging that fits the channel — concise, personal, and high-value; not a copy-paste of email content.
• Set up and manage automated WhatsApp flows for order updates, delivery notifications, and post-purchase engagement.
• Coordinate with the Burnt Black rewards programme to deliver member-exclusive WhatsApp communications to loyalty tiers.
• Monitor delivery rates, read rates, and response rates and optimise send frequency and content accordingly.

Push Notifications

• Own push notification strategy and execution
• Build segmented push campaigns aligned to campaign calendar, stock drops, and clearance phases
• Monitor open rates, CTR, and opt-out rates and optimise accordingly

Burnt Black Rewards Programme

• Manage day-to-day operations of the Burnt Black loyalty programme - points logic, member-exclusive campaigns, and reward redemption flows
• Develop member lifecycle communications to drive engagement, tier progression, and retention
• Surface insights on rewards programme performance

Segmentation & Personalisation

• Build and maintain audience segments based on purchase behaviour, engagement level, loyalty tier, and lifecycle stage
• Use segmentation to deliver relevant, personalised communication rather than batch-and-blast sends
• Identify opportunities to improve relevance through dynamic content and conditional logic

Reporting & Optimisation

• Own CRM performance reporting - open rates, click rates, conversion rates, revenue attributed, unsubscribe rates, and list growth
• Run A/B tests on subject lines, send times, content formats, and CTAs

What We're Looking For

Experience

• 2–4 years in a CRM, email marketing, or lifecycle marketing role
• Hands-on experience with an ESP’s (Klaviyo, Mailchimp, Netcore, InsiderOne)
• Experience building automated flows, not just sending campaigns
• Exposure to loyalty or rewards programme management is a strong advantage
• Experience with push notification platforms (e.g. Klaviyo, OneSignal, or similar)

Skills

• Strong understanding of segmentation and list management
• Comfortable with basic HTML for email template edits
• Analytically minded - you interrogate results, not just report them
• Excellent attention to detail; zero tolerance for sending a broken email to 100k subscribers
• Strong written communication - you can write a compelling subject line and a clear brief

Attributes

• Highly organised with the ability to manage multiple campaigns simultaneously
• Proactive - you flag issues before they become problems
• Collaborative - you work closely with creative, paid, and product teams
• Commercially minded - you think about revenue and retention, not just open rates

Advantageous

• Experience in fashion, apparel, or retail ecommerce
• Familiarity with GDPR and POPIA compliance requirements
• Experience marketing to loyalty or membership audiences