About the role

D2C eCommerce | Klaviyo & SMS | Retention, Loyalty, Repeat Purchase & CLTV

About the role The CRM & Lifecycle Marketing Specialist owns customer lifecycle strategy and execution across email and SMS channels for Hoselink's Australian ecommerce business.

This role is responsible for driving second-purchase conversion in the critical 30–90 day post-purchase window, reactivating lapsed customers across five distinct dormancy bands, building a personalised lifecycle journey and customer care hub, and optimising loyalty, referral and cross-sell programmes.

The role owns the Klaviyo and Postscript stack, campaign calendar, flow architecture, database segmentation and channel analytics, reporting to the Senior Ecommerce Manager.

Key responsibilities

- Own the 30–90 day post-purchase window end to end: design, build, test and run the second-purchase conversion programme including onboarding, product education, replenishment timing and first-repeat offer strategy, segmented by entry basket type and run as an experiment with holdouts to prove lift.
- Own reactivation of the entire lapsed base treated as five distinct populations with distinct economics, contact strategy, offer strategy and frequency for each dormancy band, and build the seasonal reactivation calendar against the Australian garden season.
- Own attach and cross-sell into growth categories, through post-purchase, replenishment and cross-sell flows.
- Scope, brief and deliver the customer care hub together with the Senior Ecommerce Manager (a logged-in destination carrying product registration, warranty status, how-to content, owned-product context and reorder paths) and design the personalisation architecture behind it, sequencing the project around peak trading periods.
- Own loyalty, reviews and referral as programmes: design, mechanics, offer, platform and results; manage and optimise the existing loyalty programme, stand up referral as a measured channel,



and own the reviews programme including solicitation timing and coverage by SKU.
- Own the Australian email and SMS campaign calendar built off the wider marketing calendar: write briefs for every campaign with objective, audience, key message and success measures, brief the Graphic Designer with clear creative direction, and write all email and SMS copy in Hoselink's tone of voice.
- Build, QA and schedule campaigns in Klaviyo and Postscript with audience and segment logic, exclusions and suppressions, dynamic content, device rendering and approved test sends, and own Hoselink's full Australian flow library end to end including welcome, abandonment, post-purchase, back in stock, win-back, replenishment, cross-sell and review flows.
- Maintain a documented rolling flow optimisation roadmap prioritised by revenue opportunity, run a continuous testing programme across flows and campaigns with a live test running in priority flows at all times, and document every test in a shared test log with hypothesis, set-up, result and decision
- Own lifecycle segmentation, next-best-product logic and growth of the marketable email and SMS database, including onsite pop-ups and sign-up units, targeting, offers and continuous testing, while protecting list health and deliverability.
- Track and report metrics at campaign, flow, segment and cohort level, maintain accurate measurement reconciled against our platforms.
- Work with the Senior Ecommerce Manager on channel strategy and lifecycle roadmap, align with the Paid Media Manager on audiences and suppressions,



liaise with Customer Service and Product teams ahead of campaigns, and represent the channel in marketing reviews with transparent updates on performance and tests in market.

Success will ultimately be measured by increasing second purchase, reactivation, repeat purchase and returning-customer revenue, not simply email opens and clicks.

About you

- Experience designing, building and optimising email and SMS lifecycle programmes at scale
- Proficiency with Klaviyo and Postscript or equivalent marketing automation and SMS platforms
- Demonstrated ability to run controlled experiments with holdouts and interpret results to prove programme lift
- Strong analytical capability; ability to track metrics at cohort level, maintain accurate attribution, and reconcile data across multiple sources
- Experience with Shopify or equivalent ecommerce platforms
- Ability to write clear, on-brand email and SMS copy within technical constraints
- Experience managing cross-functional stakeholders including design, product, customer service and paid media teams
- Demonstrated ability to manage projects with dependencies, publish milestone plans and track delivery
- Experience with continuous testing programmes and A/B testing across email, SMS, creative, copy and timing
- Knowledge of Australian Spam Act obligations and SMS compliance requirements
- Exceptional work ethic and strong attention to detail.
- Commercially minded, hands-on and thinking outside the box.

About us Hoselink is an Australian ecommerce business operating at hoselink.com.au, located at 1/108 Old Pittwater Road, Brookvale NSW 2100.

Why it’s great to work at Hoselink

- Hybrid working arrangements
- Café’s, food options and shops in walking distance
- You can bring your doggy to the office
- Discounts on products
- Career opportunities - join a growing business where the prospects are huge
- Family ran business with great values and the best team

📌 CRM & Lifecycle Marketing Specialist (Brookvale)
🏢 Hoselink
📍 Brookvale