Klaviyo Specialist / Email Marketing Hero

Freelance Klaviyo Email Marketing Specialist Location: UK-based preferred / Remote Contract: Freelance / Part-Time Experience: 5+ years of hands-on Klaviyo experience Sector: DTC / eCommerce / Beauty / Fragrance The Opportunity We are a growing UK-based direct-to-consumer fragrance brand specialising in high-quality alternative and inspired-by perfumes. As we continue to scale, we are looking for an experienced Freelance Klaviyo Email Marketing Specialist to take ownership of our email and customer retention strategy. This is not simply an email production role. We are looking for someone who understands the complete customer lifecycle and can use Klaviyo, customer data, segmentation, content and UX to increase repeat purchase rate, customer lifetime value and overall revenue from our existing database. You will work closely with the founders and wider marketing team to develop a best-in-class retention programme across email and, where appropriate, SMS. Key Responsibilities Klaviyo Strategy & Management - Own and optimise the Klaviyo account and overall email marketing strategy. - Review the existing account structure, integrations, tracking, lists, segments and customer data. - Develop a clear email roadmap aligned with commercial objectives, product launches and promotional activity. - Ensure Klaviyo is being used to its full potential across automation, segmentation, personalisation and reporting. - Identify opportunities to grow the percentage of company revenue generated through email and retention channels. Customer Journeys & Automated Flows Build, manage and continually optimise key customer journeys including: - Welcome series - Browse abandonment - Cart abandonment - Checkout abandonment - Post-purchase journeys - Cross-sell and upsell flows - Replenishment and repurchase journeys - Product recommendation flows - Review and UGC requests - VIP and high-value customer journeys - Win-back campaigns - Lapsed customer reactivation - Birthday and customer milestone campaigns - Loyalty and rewards communications You will be expected to continually test and improve these journeys rather than simply setting them up and leaving them running. Retention & Customer Lifetime Value - Develop strategies to increase repeat purchase rate, purchase frequency and customer lifetime value. - Analyse customer purchasing behaviour to identify key retention opportunities. - Develop intelligent customer segments based on purchase history, engagement, fragrance preferences, spend and customer lifecycle stage. - Identify first-time customers with the greatest potential to become repeat customers. - Develop VIP, loyalty and advocacy strategies for high-value customers. - Recommend initiatives to reduce customer churn and reactivate dormant customers. Email Campaigns & Content - Build a commercially focused email campaign calendar. - Develop campaign concepts around product launches, promotions, seasonal moments and brand storytelling. - Write or oversee compelling email copy including: - Subject lines - Preview text - Headlines - Product messaging - Calls to action - Balance promotional communications with engaging brand, educational and editorial content. - Use storytelling to educate customers around fragrances, scent profiles, occasions, collections and product discovery. - Ensure email content consistently reflects the brand's tone of voice. Email UX & Conversion - Review and improve the overall user experience of emails and automated journeys. - Develop mobile-first, conversion-focused email templates. - Improve hierarchy, navigation, calls to action and product discovery within emails. - Ensure customers move seamlessly from email through to relevant product and collection pages. - Work with the wider team to identify landing page or website UX improvements that could increase email conversion. - Ensure emails are visually consistent with the wider brand experience. Personalisation & Segmentation - Develop sophisticated segmentation beyond basic engaged/unengaged audiences. - Personalise communications based on customer behaviour, purchase history and interests. - Create relevant product recommendations and cross-selling opportunities. - Explore opportunities to segment customers by preferred fragrance families, products or buying behaviour. - Build different communication strategies for: - New customers - Repeat purchasers - High-value/VIP customers - Discount-driven customers - Lapsed customers - Highly engaged non-purchasers Testing & Optimisation Develop a continual testing programme across areas such as: - Subject lines - Send times - Offers and incentives - Creative - Email layouts - Calls to action - Product positioning - Personalisation - Flow timing - Number of emails within journeys - Segmentation Use the results to continuously improve performance rather than relying on assumptions. Reporting & Commercial Performance Track and report on key metrics including: - Revenue generated through Klaviyo - Email revenue as a percentage of total revenue - Campaign revenue - Automated flow revenue - Revenue per recipient - Conversion rate - Repeat purchase rate - Customer lifetime value - Average order value - Open and click rates - Unsubscribe rates - List growth - Customer retention and reactivation Provide clear recommendations each month on what is working, what isn't and what we should do next. Experience We're Looking For - Minimum 5 years' direct hands-on experience using Klaviyo. - Strong experience working with DTC/eCommerce brands. - Ideally experience within beauty, fragrance, cosmetics, fashion, lifestyle or another high-frequency consumer category. - Proven track record of growing revenue through email automation and customer retention strategies. - Advanced understanding of Klaviyo flows, segmentation, reporting and personalisation. - Strong understanding of eCommerce customer journeys and lifecycle marketing. - Excellent copywriting and content judgement. - Strong understanding of email UX and conversion optimisation. - Commercial mindset with an ability to connect email metrics to revenue and profitability. - Comfortable interpreting customer and campaign data and turning it into actionable recommendations. - Experience integrating Klaviyo with platforms such as Shopify and associated eCommerce apps would be highly advantageous. What Success Looks Like Within the first few months, we would expect the successful freelancer to have: - Completed a full audit of the existing Klaviyo account. - Identified immediate revenue and retention opportunities. - Improved or rebuilt the core automated customer journeys. - Developed a clear segmentation strategy. - Created a structured campaign and content calendar. - Introduced a consistent testing and optimisation programme. - Improved the overall email UX and customer experience. - Established clear retention and email performance reporting. - Increased revenue generated through automated flows. - Developed a roadmap for improving repeat purchase rate and customer lifetime value. The Person We are looking for someone who is commercial, proactive and highly hands-on. You should be comfortable coming into a growing business, identifying what needs improving and then actually implementing it. We don't need someone who simply presents a strategy and hands it back to the team — we want someone capable of thinking strategically while also building campaigns, flows, segments and customer journeys directly within Klaviyo. An understanding of how fast-growing DTC brands turn first-time customers into loyal, repeat purchasers will be particularly important. UK-based is preferred, particularly someone who understands the UK eCommerce and consumer landscape, although exceptional candidates elsewhere may also be considered.