Klaviyo Email Marketing Specialist

Klaviyo Lifecycle & Retention Marketing Specialist About the Brand CAN'T BE LABELLED (CBL) is a UK-based premium streetwear label built around limited-edition drops and a no-label philosophy. Most products launch in limited production runs with no guaranteed restock. Only proven, high-demand pieces may return and become part of our core product offering. We're building a collector community around scarcity, quality, identity and belonging. We're not looking for generic email marketing or someone whose main strength is simply making attractive emails. We need someone who understands lifecycle marketing, customer retention, brand voice, drop culture and how to turn an existing customer and subscriber base into a stronger long-term revenue channel. What We Have Already * Klaviyo account fully set up with active flows * 1,286+ email subscribers * 639+ SMS subscribers * Automated post-purchase flows currently running for approximately 30 days * Existing welcome, abandoned checkout and other lifecycle infrastructure * Established premium, minimalist brand aesthetic * Paid acquisition already bringing new customers into the business * Existing customer purchase data to work from The Problem We Need You to Solve CBL is successfully acquiring new customers through paid advertising, but our retention engine is currently weak. Our returning customer rate is extremely low and after the current post-purchase communication ends, many customers hear very little from us until the next major launch. We need someone to take ownership of the customer lifecycle after acquisition. Your primary responsibility will be to increase the commercial value of our existing customer and subscriber base by: * Improving repeat purchase behaviour * Converting warm subscribers into customers * Reactivating previous buyers * Keeping customers engaged between drops * Supporting launches through email and SMS * Building a measurable retention system inside Klaviyo We want email and SMS to become meaningful revenue channels rather than simply communication tools. What You'll Be Doing Lifecycle Strategy * Audit the existing Klaviyo account, flows and customer journey * Identify gaps across acquisition, post-purchase, retention and win-back * Review customer purchase behaviour and recommend priority lifecycle improvements * Rebuild or optimise existing flows where necessary * Extend our post-purchase lifecycle beyond the current 30-day window based on customer behaviour and drop cadence * Build and optimise win-back flows for inactive customers * Review welcome, browse abandonment, cart and checkout abandonment flows * Build back-in-stock and restock communication where appropriate for proven evergreen products * Identify opportunities to increase first-to-second purchase conversion Segmentation Build meaningful Klaviyo segments based on customer behaviour, including: * New vs returning customers * Customers by product purchased * Engaged vs unengaged subscribers * Previous customers who have not purchased recently * High-intent subscribers * Repeat/VIP customers * Customers approaching win-back periods * SMS-engaged audiences We do not want the entire database treated as one generic mailing list. Campaign Management Build and manage an ongoing email campaign calendar covering areas such as: * Brand and editorial communication * Product storytelling * Customer retention * Pre-drop hype * Waitlists * Launch campaigns * Restocks of proven winners * Win-back/reactivation * Product education * Behind-the-scenes content * Community and brand-building communication Campaign frequency should respond to the brand's activity and drop calendar rather than sending emails simply to hit a quota. Drop Marketing Create repeatable pre-drop and launch strategies that may include: * Early teasers * Product storytelling * Waitlist building * Early-access communication * Launch email and SMS * Availability/scarcity communication * Post-launch follow-up We want each launch to feel like part of an ongoing CBL story rather than a disconnected product release. SMS * Review our current SMS strategy * Build and grow SMS alongside email * Use SMS selectively for high-intent communication * Support launches, early access, restocks and other relevant moments * Protect the channel from over-messaging What We're Looking For * Proven Klaviyo experience * Strong understanding of ecommerce lifecycle and retention marketing * Experience with fashion, streetwear, lifestyle or culturally-led consumer brands preferred * Ability to think strategically, not just execute instructions * Strong copywriting skills * Ability to write in a premium, minimal and natural brand voice * Good understanding of segmentation and customer behaviour * Experience using email and SMS together * Comfortable working independently and taking ownership * Commercial mindset — we care about revenue and customer behaviour, not vanity metrics * Ability to identify opportunities without needing the founder to tell you what campaign to send every week UK timezone is preferred but not essential. What Success Looks Like We will measure performance using commercial and lifecycle metrics such as: * Klaviyo-attributed revenue * Campaign revenue * Flow revenue * Placed-order rate * Click rate * Subscriber-to-customer conversion * Repeat purchase behaviour * Email and SMS list growth * Unsubscribe and spam complaint trends Open rates may still be monitored, but they will not be treated as the primary measure of success. Ultimately, we want to increase the percentage of CBL revenue generated from owned audiences and existing customers. Initial 30-Day Trial We will begin with a 30-day paid trial. By the end of the first 30 days, we would expect: 1. Full Klaviyo account and lifecycle audit 2. Clear analysis of the biggest retention leaks 3. Customer segmentation structure created 4. Existing flows reviewed and prioritised 5. Key flows optimised, rebuilt or launched 6. Win-back strategy implemented 7. Post-purchase lifecycle improved beyond the current 30-day period 8. Email and SMS campaign plan for the following 60–90 days 9. Pre-drop campaign framework 10. Baseline reporting for future performance measurement 11. Clear recommendations on additional retention opportunities discovered in our data Scope & Budget * Part-time freelance * Approximately 10–15 hours per month after initial setup * Budget: £400/month retainer * 30-day paid trial initially * Opportunity for an ongoing relationship if performance and fit are strong The initial contract will be $400 fixed-price for the first 30-day trial, with continuation based on performance, quality of work and fit with the brand. To Apply Please include: 1. 2–3 examples of Klaviyo flows or campaigns you have personally built for fashion, streetwear, lifestyle or ecommerce brands. Where possible, include performance results or explain what improved. 2. How would you keep a drop-led streetwear brand's audience warm between launches without relying heavily on discounts? 3. CBL currently has approximately 1,286 email subscribers, 639 SMS subscribers, an extremely low returning-customer rate, and operates a limited-drop model where proven winners may become evergreen products. What would your first 30 days look like, and what would you prioritise first? 4. Your availability and timezone. We are looking for someone who can become the owner of CBL's retention engine — not simply someone who sends newsletters.