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Centre of Excellence
About the Role
The EDM Strategist owns lifecycle marketing strategy across all partner brands — architecting, optimising, and scaling automated flows and campaigns that drive conversion, retention, and LTV. This role blends data-driven strategy with creative instinct, sitting at the intersection of CRM, brand storytelling, and performance marketing.
What You’ll Do
-Own end-to-end lifecycle strategy (onboarding, nurture, post-purchase, win-back) and ensure foundational automations are live and performing above benchmark across all brands.
-Define segmentation and personalisation logic, lead A/B testing roadmaps, and maintain campaign calendars aligned to product drops and promotions.
-Collaborate closely with Creative, Paid, and CRO teams to ensure consistent messaging and strong brand expression across every touchpoint. Brief and QA email and SMS assets, maintaining brand tone and UX standards throughout.
-Track and report on lifecycle KPIs — open rate, CTR, conversion, revenue per recipient, LTV — and translate analytics into actionable growth experiments.
-Maintain dashboards across Klaviyo, Omnisend, Triple Whale, and GA4.
-Integrate AI-assisted workflows for copy, segmentation, and performance analysis. Build and maintain prompt libraries, contribute to AI agent development, and document best practices in Valerie’s COE Knowledge Hub.
What You Bring
-3+ years CRO/lifecycle marketing experience in eCommerce. Hands-on experience with Klaviyo, Active Campaign, Shopify, GA4, and Hotjar.
-Strong understanding of segmentation strategy, and channel performance.