Senior Customer Marketing Executive

About Us

The Curious Drinker, formerly Craft Gin Club, is one of the UK’s leading premium alcohol retailers. Our mission is to get amazing impossible-to-find drinks into the glasses of discerning drinkers, whilst supporting the growth of artisan producers across the world. Our award-winning in‑house team of experts curates and manages the whole process – and whilst we are principally known for our subscription service delivering incredible experiences to our customers every month, we also have a growing ecommerce store, which offers not only the products we source, but exclusive lines made by our own distillers and manufacturers. With tens of thousands of customers, we have featured on the BBC, GQ and The Telegraph, and have been heralded as one of the most successful ever investments on Dragon’s Den! As consumers' tastes evolve and the hospitality sector changes, we are expanding our offering and readying ourselves for a new period of growth – moving beyond gin into other spirits, and giving consumers more choice and more opportunity to have truly great experiences.

The Role

This role sits within the Sales & Marketing department, and will work closely with Acquisition, Brand, Website, Commerce, Tech, Customer Service, and of course our Product team. Sales & Marketing is a core driver for moving our business forwards, and is responsible for a range of requirements across the business – improving our brand, forming new incentives, expanding and refining our offering, designing content, producing magazines, running adverts, acquiring new customers and nurturing our database of customers. We already have teams in place looking after Brand, Acquisition, Website and Commerce, and are now investing in our Customer Marketing team. This team will be responsible for marketing to our databases, with two key goals: to improve our subscriber retention rates; and to drive up monetisation through cross‑sell, re‑sell and up‑sell.

What You’ll Be Doing

Whilst the overall Marketing team is well established, the Customer Marketing team is relatively new for the size and maturity of the business. We have recently migrated to a new CRM provider (Klaviyo), and are in the early stages of delivering a lot of foundational work and refreshes of approach, not least as we have also recently rebranded. This role will best suit someone with a more technical and operational approach to CRM marketing – we need someone who can build automations and journeys from triggering events, create and send broadcast email campaigns, and analyse what is working and what to do next. We have in‑house and agency support for creative production, so the person does not need to be a designer or copywriter, but a clarity of thought and eye for detail in these areas would be an advantage.

Key Areas:

• Planning – working with the Head Of Customer Marketing to identify core activities, and deliver a prioritised roadmap
• Operational builds – producing emails, SMS (and eventually Whatsapp, in‑app and push notifications) across campaigns and automations
• Flow creation – building detailed customer‑centric automations across our range of products and services
• Refer A Friend management – overseeing and implementing our RAF offering and communications out to customers and leads
• Segmentation – creating audience builds in Klaviyo and activating sends for them
• Analysis – monitoring performance and tracking KPIs across email and SMS (and beyond as our offering changes) ensuring targets are met
• Dashboarding & reporting – building out a suite of core reports to track key performance measures
• Technical integrations – with support from our tech team, identifying and onboarding new systems when needed
• Stakeholder management – working closely with teams around the business, ensuring a collaborative approach to driving results

What We’re Looking For

In a nutshell, the Senior Customer Marketing Executive will be the engine of driving loyalty, responsible for giving customers the best possible user journeys as they onboard, getting them what they need once signed up, all to drive up our commercial performance. Reporting into the Head Of Customer Marketing, this role will be a key deliverer of activity within the Sales & Marketing team, helping produce the core campaigns, journeys and automations for our customer database.

This is an ideal role for someone who:

• Is a real team player, happy working with a diverse team across a range of functions
• Enjoys digging into data, problem‑solving and finding opportunities
• Loves the guts of implementing CRM activity
• Gets excited about shaping things from scratch
• Can manage uncertainty and complexity, and deliver to deadline
• Wants to progress their career within a close‑knit team and growing business environment
• Likes a fun, open working environment where they can be themselves and loves a diverse caring community
• Wants to dedicate themselves to delivering excellent work and seeing the results of their endeavours

Skills & Experience

Essential

• Experience in a close related role – Customer Marketing, CRM, Loyalty or Retention positions will be particularly relevant
• Strong knowledge of Klaviyo is a must, and Shopify is a nice to have
• Excellent communication and stakeholder management skills
• Strong analytical and problem‑solving abilities, and a lateral approach to problem‑solving

Desirable

• Having worked in a retail or subscription business would be very useful, but not essential. Analogous learnings from the financial services or telecoms sectors are interesting
• Experience working in a high‑growth or scale‑up environment with lean teams and being comfortable self‑driving projects forwards
• Passion for food & drink, hospitality or consumer brands

We’re building a team of curious, passionate and ambitious people who genuinely enjoy what they do. We move quickly, support each other and celebrate wins together. Here’s what you can expect:

• Hybrid working
• Flexible working hours
• 25 days holiday, increasing with service
• Real career development opportunities
• Regular team socials and events
• Staff discount across our online store
• Monthly tastings and product experiences
• A collaborative and inclusive culture where your ideas matter