About the Role
As our CRM Specialist, you'll own the full lifecycle communication between Burnt and our customers - from welcome flows and post-purchase sequences to push notifications and our Burnt Black rewards programme. You'll sit within the Performance Marketing department and work closely with the Performance Marketing Graphic Designer, Paid Media team, and Analytics to ensure our owned channels are converting, retaining, and reactivating customers at every stage of the funnel.
This is a hands-on execution role with real strategic input. You'll build and manage the flows, write the briefs, analyse the results, and continuously improve performance across email, flows, whatsapp, and push notifications.
What You'll Own
Email Marketing
Build, schedule, and send all campaign mailers across promotional, editorial, and transactional categories
Maintain and optimise automated email flows - welcome series, abandoned cart, post-purchase, win-back, and browse abandonment
Manage list health - segmentation, suppression, unsubscribe hygiene, and deliverability monitoring
Brief creative assets to the design team and QA all sends before deployment
Whatsapp Marketing
Own WhatsApp as a direct customer communication channel — campaign broadcasts, transactional notifications, and conversational flows.
Build and manage opt-in lists in compliance with POPIA and WhatsApp Business Policy requirements.
Develop WhatsApp-specific messaging that fits the channel — concise, personal, and high-value; not a copy-paste of email content.
Set up and manage automated WhatsApp flows for order updates, delivery notifications, and post-purchase engagement.
Coordinate with the Burnt Black rewards programme to deliver member-exclusive WhatsApp communications to loyalty tiers.
Monitor delivery rates, read rates, and response rates and optimise send frequency and content accordingly.
Push Notifications
Own push notification strategy and execution
Build segmented push campaigns aligned to campaign calendar, stock drops, and clearance phases
Monitor open rates, CTR, and opt-out rates and optimise accordingly
Burnt Black Rewards Programme
Manage day-to-day operations of the Burnt Black loyalty programme - points logic, member-exclusive campaigns, and reward redemption flows
Develop member lifecycle communications to drive engagement, tier progression, and retention
Surface insights on rewards programme performance
Segmentation & Personalisation
Build and maintain audience segments based on purchase behaviour, engagement level, loyalty tier, and lifecycle stage
Use segmentation to deliver relevant, personalised communication rather than batch-and-blast sends
Identify opportunities to improve relevance through dynamic content and conditional logic
Reporting & Optimisation
Own CRM performance reporting - open rates, click rates, conversion rates, revenue attributed, unsubscribe rates, and list growth
Run A/B tests on subject lines, send times, content formats, and CTAs
What We're Looking For
Experience
2–4 years in a CRM, email marketing, or lifecycle marketing role
Hands-on experience with an ESP’s (Klaviyo, Mailchimp, Netcore, InsiderOne)
Experience building automated flows, not just sending campaigns
Exposure to loyalty or rewards programme management is a strong advantage
Experience with push notification platforms (e.g. Klaviyo, OneSignal, or similar)
Skills
Strong understanding of segmentation and list management
Comfortable with basic HTML for email template edits
Analytically minded - you interrogate results, not just report them
Excellent attention to detail; zero tolerance for sending a broken email to 100k subscribers
Strong written communication - you can write a compelling subject line and a clear brief
Attributes
Highly organised with the ability to manage multiple campaigns simultaneously
Proactive - you flag issues before they become problems
Collaborative - you work closely with creative, paid, and product teams
Commercially minded - you think about revenue and retention, not just open rates
Advantageous
Experience in fashion, apparel, or retail ecommerce
Familiarity with GDPR and POPIA compliance requirements
Experience marketing to loyalty or membership audiences
