Besque
CRM Manager - eCommerce
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CRM Manager | Besque
Remote (UK), Full time
About Besque
Besque is a profitable, fast-growing health and beauty brand. We make natural oils for skin, body and hair, based on traditional formulations with deep heritage. Everything is formulated and made in the UK, then shipped worldwide.
More than 500,000 customers have bought from us, and we hold an Excellent rating on Trustpilot from over 10,000 reviews. We are now scaling quickly across the UK and US, with growth as our priority. Now, we need a CRM function that can keep up with it, without ever letting quality or integrity slip.
About this role
Besque’s natural skin, body and hair oils have been developed for women over 40. Our customer has tried enough products to know when she is being sold to. She values honesty over hype, and she reads every email with that filter switched on.
Email and SMS are where we earn her trust over time. It is where a curious lead becomes a first-time customer, a customer becomes a subscriber, and a subscriber stays because the results keep showing up.
Everything in this role starts with our customer. You will know who she is, what she is dealing with and how best to speak to her. That means understanding the skin and hair changes that come with menopause, the products that have let her down before, and what makes her hesitate before she buys.
We are looking for a CRM Manager to own the whole relationship. You will set the strategy, run the programme day to day and keep making it better. You will report to our Head of Customer Lifetime Value (CLTV), with dedicated email design support.
Strategy
- Build the CRM strategy for our three audiences: leads who have not bought yet, customers we want to buy again, and subscribers we want to keep. What converts a lead is different from what keeps a subscriber, and the programme should reflect that.
- Own the campaign calendar across email and SMS, planned around launches, moments and what the data tells you.
- Spot opportunities and problems before anyone asks, and bring a recommendation with them.
- Build a CRM programme that educates and engages first. Our customer buys when she understands why something works, so promotions should support the plan rather than lead it.
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Execution
- Run campaigns end to end: idea, brief, copy, design, approval, build and send.
- Build and maintain our Klaviyo flows, including welcome, cart abandonment, post-purchase, replenishment, subscription, win-back and churn prevention.
- Build segments on engagement, purchase history, product ownership and subscription status.
- QA everything before it goes live. Links, products, pricing, discounts, segments, exclusions and send times all get checked.
- Keep tidy documentation for flows, segments, tests and processes, so anyone could pick it up.
Optimisation
- Run a structured testing roadmap and share what you learn, including the tests that did not win.
- Look after deliverability and list health: unsubscribes, spam complaints, sunset rules and sending reputation.
- Report on campaign and flow performance, with the insight behind the numbers and what you plan to do next.
- Keep pushing revenue per recipient, repeat purchase rate and subscriber retention in the right direction.
Who you are
This role is both technical and creative, and we need you to be strong at both.
- You know Klaviyo inside out. You have built complex flows with conditional splits, dynamic content and smart sending rules. You can set up a segment from scratch, diagnose a deliverability dip and explain your attribution settings without looking them up.
- You are creative. You come up with campaign ideas that feel fresh to a customer who has seen every beauty email going. You know a good idea when you see one, and you know how to make an average one better.
- You understand our customer. She is over 40, mostly based in the US, and has been let down by skincare promises before. You know how to speak to her with honesty and warmth, and you would never use fake urgency or overclaim to get a click.
- You can write. You can draft a subject line, a preview text and a full email that sounds like a real person wrote it. Bonus points if you have your own blog or substack.
- You have an eye for email design. You can look at a layout and tell whether it will work on a phone in a busy inbox. You give clear, useful feedback on hierarchy, imagery, spacing and CTAs.
- You use AI well. You use it to move faster on research, drafts, analysis and testing ideas. Your own judgement still makes the final call. You can tell when something reads like a machine wrote it, and you fix it before it reaches a customer.
- You own your numbers. You read the data, find the story in it and act on it. When something underperforms, you are the first to say so and the first with a plan.
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Your first three months
The Head of CLTV will work alongside you on strategy while you learn the account, the customer and the brand.
By the end of it, we expect you to be running CRM independently. That means owning the calendar, the flows and a weekly report, and coming to us with a plan for what to fix and what to test next.
We will judge success on:
- Lead to first purchase conversion
- Repeat purchase rate and subscription adoption
- Subscriber retention and churn
- Email and SMS revenue, and revenue per recipient
- Deliverability and list health
- The quality of what goes out: on brand, on time and error free
If this sounds like you, we would love to hear from you.
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