Customer Lifecycle and Omnichannel Lead at Mandaley
Mandaley ABPublicerad: 2026-05-19
Ansök senast: 2026-06-04
Beskrivning
The CRM, Loyalty & Omnichannel Manager is responsible for developing and executing customer-centric strategies that drive engagement, retention, and lifetime value across the Soft Goat and By Malina brands. This role sits at the intersection of marketing, e-commerce, retail, and data - ensuring a seamless and personalized customer experience across all touchpoints.
Reporting into the Sales Director B2C, you will own the end-to-end CRM ecosystem, lead the evolution of the loyalty program(s), and orchestrate omnichannel initiatives that unify online and offline journeys. By leveraging customer insights, segmentation, and automation, you will deliver targeted communications and experiences that strengthen brand affinity and commercial performance.
Key Responsibilities
CRM Strategy & Execution (Across Both Brands)
Define and implement CRM strategies across channels such as email, SMS, WhatsApp, and other owned channels
Build customer journeys (acquisition, onboarding, retention, reactivation)
Manage campaign planning, content personalization, and send-outs for commercial newsletters, automations, and transactional flows
Ensure consistent yet brand-differentiated communication strategies
Loyalty Program Management
Own the design, optimization, and performance of loyalty programs across both brands
Investigate and implement tiered rewards and engagement mechanics that drive repeat purchase and retention
Monitor program KPIs and continuously improve member experience and value perception
Omnichannel Experience
Lead initiatives that connect e-commerce, retail stores, and customer service touchpoints
Ensure a seamless customer journey (e.g., click & collect, returns, clienteling)
Collaborate with marketing and B2C teams to align campaigns and customer experiences
Customer Insights & Data
Leverage CRM and analytics tools to segment customer profiles and generate actionable insights across B2C
Track, analyze, and report on key KPIs (CLV, retention rate, churn, engagement)
Translate data into test-and-learn initiatives and continuous optimization
Cross-Functional Collaboration
Act as the bridge between retail and e-commerce, working closely with marketing, agencies, and other stakeholders
Align CRM and omnichannel strategies with overall brand and commercial objectives
Success Measures
Increased customer lifetime value and retention rates
Growth in loyalty program membership and engagement
Improved omnichannel conversion and customer satisfaction
Strong campaign performance (open rates, CTR, revenue per user)
Seamless and consistent customer experience across all channels
Profile
5-7 years experience in e-commerce, CRM, loyalty, or omnichannel roles within fashion, retail, or lifestyle brands
Strong understanding of customer lifecycle marketing and personalization
Data-driven mindset with hands-on experience in CRM/marketing automation platforms such as Klaviyo or Voyado
Ability to balance strategic thinking with operational execution
Passion for Women's fashion and brand building
Reporting into the Sales Director B2C, you will own the end-to-end CRM ecosystem, lead the evolution of the loyalty program(s), and orchestrate omnichannel initiatives that unify online and offline journeys. By leveraging customer insights, segmentation, and automation, you will deliver targeted communications and experiences that strengthen brand affinity and commercial performance.
Key Responsibilities
CRM Strategy & Execution (Across Both Brands)
Define and implement CRM strategies across channels such as email, SMS, WhatsApp, and other owned channels
Build customer journeys (acquisition, onboarding, retention, reactivation)
Manage campaign planning, content personalization, and send-outs for commercial newsletters, automations, and transactional flows
Ensure consistent yet brand-differentiated communication strategies
Loyalty Program Management
Own the design, optimization, and performance of loyalty programs across both brands
Investigate and implement tiered rewards and engagement mechanics that drive repeat purchase and retention
Monitor program KPIs and continuously improve member experience and value perception
Omnichannel Experience
Lead initiatives that connect e-commerce, retail stores, and customer service touchpoints
Ensure a seamless customer journey (e.g., click & collect, returns, clienteling)
Collaborate with marketing and B2C teams to align campaigns and customer experiences
Customer Insights & Data
Leverage CRM and analytics tools to segment customer profiles and generate actionable insights across B2C
Track, analyze, and report on key KPIs (CLV, retention rate, churn, engagement)
Translate data into test-and-learn initiatives and continuous optimization
Cross-Functional Collaboration
Act as the bridge between retail and e-commerce, working closely with marketing, agencies, and other stakeholders
Align CRM and omnichannel strategies with overall brand and commercial objectives
Success Measures
Increased customer lifetime value and retention rates
Growth in loyalty program membership and engagement
Improved omnichannel conversion and customer satisfaction
Strong campaign performance (open rates, CTR, revenue per user)
Seamless and consistent customer experience across all channels
Profile
5-7 years experience in e-commerce, CRM, loyalty, or omnichannel roles within fashion, retail, or lifestyle brands
Strong understanding of customer lifecycle marketing and personalization
Data-driven mindset with hands-on experience in CRM/marketing automation platforms such as Klaviyo or Voyado
Ability to balance strategic thinking with operational execution
Passion for Women's fashion and brand building
