Customer Relationship Manager

Our Story Asteri exists to empower us to shine our light in the world. Inspired by where we come from, excited for where we will go together. Beauty trends come and go, but Arabia is arguably where it all began. The art of makeup has deep roots in the Middle East, and it’s time to share what we’ve learned. Born in Arabia. Raised to Take on the World. Even in the face of the world’s most extreme weather, the women of Arabia have high expectations of their makeup. Asteri’s smart formulas rise to the challenge through problem-solving, skin-loving solutions that last throughout the day. Role Overview The CRM Manager will lead the development and execution of the brand’s Customer Relationship Management and client engagement strategy, with a focus on building meaningful long-term relationships, strengthening brand loyalty, enhancing client retention, and driving sustainable business growth. The role will oversee the end-to-end client journey across e-commerce, brand boutiques, and selected retail partners, ensuring a seamless, personalized, and elevated brand experience across all touchpoints. Combining strategic CRM leadership with strong hands-on expertise in Klaviyo, Shopify, customer data management, and marketing automation, the CRM Manager will develop sophisticated client segmentation, personalized communication journeys, loyalty initiatives, and targeted engagement strategies. The successful candidate will understand the expectations of premium luxury clientele and can translate customer insights into exclusive, meaningful experiences that strengthen brand affinity, increase client lifetime value, and support the brand’s continued growth and market positioning. Key Responsibilities 1. CRM Strategy & Client Retention Develop and implement the overall CRM strategy in alignment with the brand's marketing, commercial, and customer experience objectives. Drive client acquisition, engagement, retention, reactivation, and loyalty initiatives. Develop strategies to increase customer lifetime value (CLV), repeat purchase rates, and long-term client relationships. Segment clients based on purchasing behavior, preferences, demographics, product affinity, and engagement. Identify opportunities to strengthen brand affinity, enhance client relationships, and maximize long-term customer value. Establish CRM processes and strategies that support the brand's growth and evolving customer base. 2. Klaviyo & Marketing Automation Own day-to-day Klaviyo operations, including campaigns, automated flows, audience segments, sign-up forms, templates, and reporting. Build, manage, test, and optimize automated client journeys, including welcome, browse abandonment, cart abandonment, post-purchase, cross-sell, replenishment, win-back, birthday, and VIP journeys. Manage the CRM marketing calendar across product launches, promotions, seasonal campaigns, and ongoing retention initiatives. Develop personalized email and, where available and approved, WhatsApp communications based on client behavior, purchase history, preferences, and lifecycle stages. 3. Client Journey & Personalization Design and manage personalized client journeys across the entire customer lifecycle. Develop targeted communications based on client interests, purchase history, product preferences, and engagement. Create tailored experiences for new clients, repeat purchasers, high-value clients, VIP clients, and inactive customers. Develop personalized product recommendations, skincare and beauty replenishment reminders, and cross-category engagement initiatives. Ensure all communications reflect the brand's identity, tone of voice, positioning, and luxury service standards. Create meaningful engagement opportunities that strengthen the emotional connection between clients and the brand. 4. Campaign Management & Client Communications Plan, execute, and optimize CRM campaigns across email, SMS, WhatsApp, and push notifications. Align CRM communications with product launches, new collections, seasonal activities, exclusive offers, brand activations, and commercial initiatives. Develop targeted campaigns for different product categories and client segments. Collaborate with the marketing team to ensure consistency between CRM communications and broader brand campaigns. Monitor campaign performance and continuously optimize engagement, conversion, and revenue contribution. Ensure all communications maintain the brand's premium positioning, visual identity, and tone of voice. 5. Boutique, Retail & Omnichannel Client Experience Develop and implement CRM initiatives across the brand's boutiques, e-commerce platform, and external retail partners. Collaborate with boutique teams and retail partners to improve client identification, customer data capture, consent collection, and loyalty program enrollment. Connect online and offline customer data to build a unified customer view and deliver seamless, personalized experiences across all sales channels. Develop targeted initiatives to drive boutique visits, client engagement, repeat purchases, and customer reactivation. Support boutique teams in implementing clienteling initiatives, personalized client communications, VIP experiences, and loyalty activities. Coordinate with retail operations and technical teams to ensure accurate integration of POS transactions, customer records, purchases, returns, and exchanges into the CRM ecosystem. Train and support boutique teams on CRM processes, client data capture, and loyalty program activation, ensuring alignment with the brand's premium positioning and service standards. 6. Shopify & Customer Data Management Manage the marketing requirements of the Shopify–Klaviyo integration, ensuring accurate synchronization of customer profiles, product information, order data, behavioral events, and customer preferences. Work closely with e-commerce and technical teams to validate data synchronization, troubleshoot missing events, and maintain reliable customer segmentation and automation triggers. Develop actionable customer segments based on purchase recency, frequency, value, product affinity, engagement, and online versus in-store behavior. Maintain clear documentation of customer segments, data events, profile properties, automation logic, and integration requirements. Identify opportunities to improve customer data collection and develop a more comprehensive understanding of client behavior across all channels. 7. Loyalty, VIP & Client Retention Programs Own CRM activation and communication strategies for the brand's loyalty program. Develop personalized journeys for member enrollment, program education, rewards, tier progression, referrals, and points expiry, where supported by the loyalty platform. Use available loyalty data, including points balances, membership tiers, and reward activity, to personalize client communications. Develop exclusive offers, rewards, VIP experiences, and personalized benefits to encourage repeat purchases and strengthen brand loyalty. Create targeted initiatives for high-value clients, recognizing their preferences, purchasing behavior, and relationship with the brand. Monitor member engagement, reward redemption, repeat purchases, and retention. Ensuring loyalty communications and benefits are consistent across e-commerce, boutiques, and retail touchpoints. 8. Analytics & Performance Optimization Analyze customer data to identify purchasing patterns, client behavior, trends, and growth opportunities. Monitor and report on key CRM KPIs, including customer retention, repeat purchase rate, customer lifetime value, average order value, campaign engagement, conversion rates, and revenue contribution. Evaluate campaign and automated flow performance, including open rates, click-through rates, conversion rates, and revenue generated. Distinguish platform-attributed revenue from incremental campaign impact, using controlled testing where practical. Prepare regular performance reports and translate custome