CRM & Retention Specialist

The Company

Olaben is a fast-growing premium activewear brand that motivates people to live mindfully and reach their full potential. Our focus is on quality and elegant designs, utilising eco-friendly materials and ethical production processes, which is why our customers, including celebrities and influential yogis, love Olaben. As a company, we stay true to our core values of passion, perseverance, and grit. We strive to embody an authentic workout lifestyle, promoting personal responsibility, entrepreneurship, and inclusivity.

Job Summary:

The CRM & Retention Specialist is responsible for executing, optimising, and maintaining Olaben's core CRM and lifecycle marketing systems across digital channels. The role sits between marketing execution and retention operations, requiring strong technical CRM skills, structured thinking, and commercial awareness.

This is a hands-on delivery role with defined ownership over CRM execution and optimisation, operating within an agreed strategy and tool stack.

Key Responsibilities:

1. CRM Execution & Lifecycle Flows

• Build, optimise, and maintain core lifecycle flows in Klaviyo, including welcome, abandoned cart, browse abandonment, post-purchase, win-back, and basic cross-sell flows.
• Execute CRM campaigns (email and messaging) for product launches, promotions, retention initiatives, and operational updates.
• Manage segmentation logic using behavioural, transactional, and engagement-based criteria (e.g. new vs repeat, category interest, purchase frequency).
• Ensure QA, timing, suppression logic, and personalisation are correctly implemented across all CRM communications.
• Support transactional and service-related messaging where required, ensuring alignment with customer experience standards.

2. Retention & Loyalty Support

• Execute loyalty-related communications based on existing loyalty structures, including points balance reminders, tier progression messaging, and member-exclusive campaigns.
• Support repeat purchase and replenishment initiatives, particularly for Olaben Nutrition and high-frequency categories.
• Identify and activate at-risk and dormant customer segments through defined win-back flows or targeted campaigns.
• Coordinate closely with internal teams to align CRM execution with retail activity, promotions, and key trading periods.
• Surface practical retention insights and recommendations based on CRM performance and customer behaviour.

3. Reporting & Performance Tracking

• Produce monthly CRM performance reports covering flow revenue, campaign revenue, engagement metrics, and CRM contribution to total revenue.
• Track high-level retention indicators, including repeat purchase trends and customer reactivation performance.
• Monitor deliverability, list health, and engagement quality, flagging issues and recommending corrective actions.
• Present clear, outcome-focused summaries, avoiding vanity metrics and focusing on commercial impact.
• Maintain structured reporting using Klaviyo dashboards and Google Sheets (advanced BI not expected).

4. Systems, Data Hygiene & Automation

• Work primarily within Shopify and Klaviyo, ensuring customer data, tags, segments, and properties are accurate and consistently applied.
• Maintain CRM data hygiene, including consent management, unsubscribe handling, and suppression logic.
• Document CRM flows, segments, and operational processes clearly for internal reference.
• Implement light automation improvements within existing systems to reduce manual effort and improve consistency.
• Ensure CRM execution remains stable, organised, and scalable within the agreed scope.

Key Performance Indicators (KPIs)

• Core lifecycle flows live, stable, and optimised within the first 30 days.
• CRM-driven revenue contribution of approximately 1520% of total online revenue (directional).
• Positive campaign ROI, measured against time and cost invested.
• Monthly reporting delivered on time with clear insights and recommendations.
• Stable or improving deliverability and engagement metrics over time.

Qualifications:

• 24+ years of hands-on experience in CRM or lifecycle marketing, preferably within e-commerce or DTC.
• Strong working knowledge of Klaviyo (flows, segments, campaigns, reporting).
• Solid understanding of Shopify customer and order data, including tagging and basic logic.
• Comfortable working independently, managing priorities within limited hours and a defined scope.
• Detail-oriented, structured, and commercially aware.

More Information:

Engagement Options (Flexible)

This role may be structured as:

• Part-time / Freelance retainer
• Project- or milestone-based engagement
• Fixed-term contract (36 months)
• Full-time, if scope and performance justify expansion
• Scope, time commitment, and compensation will be aligned explicitly to the chosen engagement model.
• Reporting to: CEO / Commercial Lead
• Business Scope: Olaben Activewear & Olaben Nutrition

Working place:

• Address: 6 - 8 Giang Van Minh, An Phu, District 2, HCMC
• Working hours: depend on the agreement
• Email: [Confidential Information] (HRM)
• Phone: 0988.980.517