Lucas S.

CRM & Loyalty Manager

Brazil2+ years experience$9,000/mo

Notable Highlight

Drove 25% YoY revenue growth and 12% retention lift by owning full-stack Klaviyo strategy across AU, US, UK, and EU markets. Builds loyalty programs and lifecycle automation that actually move the needle.

Experience Summary

Results-driven CRM and Marketing Manager with 2+ years of progressive experience in e-commerce and digital marketing across the UK, US, and Australia. Demonstrated expertise in Klaviyo CRM platform, Shopify store management, loyalty programs, and paid media strategy. Drove customer retention, revenue growth, and AOV uplift through data-driven personalization and team leadership.

Key Achievements

- At Sho., increased CRM revenue contribution from approximately 25% to over 33% by rebuilding lifecycle strategy, improving segmentation, optimizing flows, and enhancing retention performance across multiple global markets. - Successfully rebuilt email deliverability infrastructure after inheriting a blocked IP reputation, gradually restoring sender trust and engagement through strategic suppression management, deliverability optimization, and controlled scaling processes. - Designed and implemented end-to-end CRM flows, segmentation systems, and loyalty program infrastructure, including customer experience and website-related loyalty components that supported retention and repeat purchase growth. - At Patricks in Australia, promoted from CRM/Marketing Coordinator to Marketing Manager within approximately 1.5 years, reflecting strong ownership, execution ability, and commercial impact across CRM and marketing initiatives. - In a previous Brazil-based role, managed a customer service and CRM operation with a team of approximately 30 people, developing automation systems and lifecycle processes for a low-budget travel booking platform operating in a high-volume environment. - Managed international CRM operations across the US, UK, and Australia while leading distributed team members based in the Philippines and the United States, demonstrating strong remote leadership and cross-market coordination capabilities.

Skills

KlaviyoShopifyAmazonNostoCRM strategyEmail marketingSMS marketingA/B testingCustomer segmentationLoyalty programsMeta AdsSEOHubSpotDigital advertisingCustomer journey mappingPerformance analyticsContent management

Work Experience

CRM & Loyalty Manager

Sho. · October 2025 – Present

Led global CRM strategy and execution across email, app push, and SMS in AU, NZ, US, and UK, driving retention, new customer onboarding, loyalty, and personalised customer journeys.
Owned the Klaviyo platform post-migration, leading automated lifecycle flows, advanced segmentation, testing, and performance reporting across all CRM channels.
Built and maintained a robust customer segmentation framework using first-party and behavioural data to deliver personalised experiences across all lifecycle stages.
Partnered with Paid Media, Trading, Tech, Data, and Creative teams to align CRM initiatives with broader performance goals, promotions, and content priorities.
Managed and optimised Sho.'s loyalty program across multiple markets (AU, NZ, US, EU/UK), improving engagement and repeat purchase.
Drove personalised customer journeys across website, cart, and checkout stages using Nosto, supporting conversion and AOV uplift.
Owned CRM and loyalty performance reporting, tracking KPIs including open and click rates, deliverability, churn, CLTV, repeat purchase rate, and loyalty redemption.
Led A/B and multivariate testing across subject lines, content, CTAs, segmentation, and send frequency to continuously optimise performance.
Coached and managed a CRM Specialist and an offshore EDM builder, ensuring high-quality execution and scalability.

Marketing Manager

PS · January 2025 – October 2025

Led and executed the marketing calendar, managing product launches, campaigns, and promotions across multiple markets (UK, US, and Australia).
Oversaw 3 Shopify stores end-to-end, including site management, UX optimization, inventory and pricing management, and content updates.
Managed Amazon store operations, including SEO optimization, product listings, storefront updates, inventory management, and paid advertising campaigns.
Developed and executed CRM strategies using Klaviyo, including email marketing campaigns, automated flows, and retention programs across the customer journey.
Coordinated loyalty and subscription programs to drive customer retention and lifetime value.
Managed creative, data, and CRM to execute all integrated marketing initiatives.
Managed paid media and SEO agencies ensuring performance meets KPIs and ROI targets.
Ensured brand consistency and a cohesive customer experience across all digital touch points.

Marketing Coordinator

PS · March 2023 – March 2025

Supported the execution of the marketing calendar, assisting in product launches and promotional campaigns.
Contributed to the management of the Amazon store, including SEO, listings, and basic advertising support.
Assisted in loyalty and subscription program tasks to support retention strategies.
Collaborated with Business Intelligence on performance tracking and campaign reporting.
Helped coordinate digital campaign assets with internal designers.
Worked with external agencies to implement paid media and SEO initiatives.
Aided in email marketing execution and basic customer journey automations.