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Discover premium wellbeing products to support your mind, body, and sleep in UK. Shop aromatherapy, supplements, and self-care essentials at anatome

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Anatomē is a London-based apothecary brand that offers personalized wellness solutions and products. With their quick online assessment called the Wellbeing Quizz, they aim to support your overall well-being. By taking the assessment, you can receive personalized recommendations tailored to your individual needs. Upon completing the quiz, you will receive a £10 voucher code along with your recommendations. Additionally, by providing your email, you can stay updated on the latest product launches and receive a weekly wellness newsletter, thoughtfully curated by their team of experts. Anatomē takes pride in their collaboration with wellness specialists to create the best formulations that cater to your specific assessment results. Whether you're looking to improve your happiness, mental clarity, or physical health, Anatomē's personalized wellness profile and products offer a holistic approach to support your well-being. Restart your assessment at any time to further enhance your wellness journey.

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anatome London is a natural health and wellness brand and community, dedicated to promoting a balanced, healthier lifestyle. The brand is built on the philosophy that achieving nutritional and emotional balance is key to leading a fulfilled life. With innovative offerings and a commitment to well-being, anatome aims to inspire individuals aspiring to improve their mental and physical health.

We are seeking a strategic and hands-on
**Fractional CRM, Retention & Loyalty Expert**
to lead our customer lifecycle, retention, and loyalty strategy. This role will focus on building a high-performing retention engine across
**Shopify, Klaviyo, and Love Loyalty**,
driving repeat purchase rate, customer lifetime value (LTV), and sustainable growth.

This is a fractional leadership role for someone who can architect the strategy, optimize existing systems, and collaborate with internal teams to execute.

**Key Responsibilities**
**1. Retention & Lifecycle Strategy**

- Develop and lead the overall
  **retention strategy**
  across email, SMS, and loyalty
- Design full lifecycle journeys (acquisition → onboarding → conversion → retention → reactivation)
- Audit and optimize existing CRM flows and campaign structure
- Increase repeat purchase rate, purchase frequency, and LTV
- Establish clear retention KPIs and reporting cadence

**2. CRM & Platform Management (Shopify + Klaviyo)**

- Own CRM architecture within
  **Klaviyo**
- Leverage
  **Shopify data**
  to build dynamic segments and lifecycle triggers
- Create advanced segmentation (behavioral, transactional, RFM, lifecycle stage)
- Build and optimize automated flows including:
- Welcome series
- Abandoned cart & browse abandonment
- Post-purchase & cross-sell
- Replenishment
- Loyalty activation
- Winback & churn prevention
- Improve deliverability, engagement, and revenue contribution from owned channels

**3. Loyalty Strategy & Optimization (Love Loyalty App)**

- Manage and optimize the
  **Love Loyalty program**
  within Shopify
- Design reward structures, tiers, referral mechanics, and promotional campaigns
- Align loyalty incentives with margin and retention goals
- Increase loyalty enrollment, activation, and repeat engagement
- Integrate loyalty touchpoints into Klaviyo flows and lifecycle campaigns

**4. Customer Segmentation & Personalization**

- Develop smart segmentation strategy based on:
- Purchase behavior
- Frequency & recency
- Product category affinity
- Customer lifetime value
- Personalize messaging and offers to increase conversion and retention
- Create high-value customer cohorts for targeted campaigns

**5. Customer Acquisition Alignment**

- Align acquisition strategy with retention and LTV goals
- Improve onboarding journey for new customers
- Develop retention-led acquisition strategies (referrals, loyalty-driven acquisition, VIP offers)
- Partner with paid media to optimize toward high-LTV customers

**6. Reporting & Optimization**

- Build dashboards to track:
- Repeat purchase rate
- Cohort retention
- Loyalty participation
- Email/SMS revenue contribution
- Run A/B tests and experimentation roadmap
- Deliver monthly insights and growth recommendations

**Qualifications**

- 5+ years in CRM, retention marketing, or lifecycle strategy for Shopify-based retail brands
- Deep hands-on expertise with:
- **Shopify**
- **Klaviyo**
- **Love Loyalty app**
  (or comparable loyalty platforms)
- Proven experience increasing repeat purchase rate and LTV
- Strong understanding of lifecycle marketing and retention strategy
- Data-driven with strong analytical capabilities
- Experience working in a fractional or consulting capacity preferred

**Success Metrics**

- Increased repeat purchase rate
- Growth in LTV
- Higher loyalty enrollment and engagement
- Increased Klaviyo-driven revenue
- Reduced churn and improved retention cohorts

**Engagement Structure**

- Fractional commitment (10–20 hours per week depending on scope)
- Initial 90-day roadmap with defined retention and CRM milestones
- Potential for ongoing advisory engagement

Fractional CRM & Loyalty Strategy l Lead/ Executive

Customer Acquisition & Retention

Customer Retention

A marketing automation and email platform

Klaviyo

Quickly and easily create a beautiful online store with Shopify.

Shopify

Chief Customer Officer

Chief Marketing Officer

Director of Digital Marketing

A natural health+ wellness brand and community built on the principle that nutritional + emotional balance is the pathway to a fulfilled life.

anatome London

▪️A modern apothecary
▪️Sleep. Work. Move. Create
▪️Support your wellbeing with powerful botanical blends

anatome London is a natural health and wellness brand and community, dedicated to promoting a balanced, healthier lifestyle. The brand is built on the philosophy that achieving nutritional and emotional balance is key to leading a fulfilled life. With innovative offerings and a commitment to well-being, anatome aims to inspire individuals aspiring to improve their mental and physical health.

We are seeking a strategic and hands-on
**Fractional CRM, Retention & Loyalty Expert**
to lead our customer lifecycle, retention, and loyalty strategy. This role will focus on building a high-performing retention engine across
**Shopify, Klaviyo, and Love Loyalty**
, driving repeat purchase rate, customer lifetime value (LTV), and sustainable growth.

This is a fractional leadership role for someone who can architect the strategy, optimize existing systems, and collaborate with internal teams to execute.

**Key Responsibilities**
**1. Retention & Lifecycle Strategy**

- Develop and lead the overall
  **retention strategy**
  across email, SMS, and loyalty
- Design full lifecycle journeys (acquisition → onboarding → conversion → retention → reactivation)
- Audit and optimize existing CRM flows and campaign structure
- Increase repeat purchase rate, purchase frequency, and LTV
- Establish clear retention KPIs and reporting cadence

**2. CRM & Platform Management (Shopify + Klaviyo)**

- Own CRM architecture within
  **Klaviyo**
- Leverage
  **Shopify data**
  to build dynamic segments and lifecycle triggers
- Create advanced segmentation (behavioral, transactional, RFM, lifecycle stage)
- Build and optimize automated flows including:
- Welcome series
- Abandoned cart & browse abandonment
- Post-purchase & cross-sell
- Replenishment
- Loyalty activation
- Winback & churn prevention
- Improve deliverability, engagement, and revenue contribution from owned channels

**3. Loyalty Strategy & Optimization (Love Loyalty App)**

- Manage and optimize the
  **Love Loyalty program**
  within Shopify
- Design reward structures, tiers, referral mechanics, and promotional campaigns
- Align loyalty incentives with margin and retention goals
- Increase loyalty enrollment, activation, and repeat engagement
- Integrate loyalty touchpoints into Klaviyo flows and lifecycle campaigns

**4. Customer Segmentation & Personalization**

- Develop smart segmentation strategy based on:
- Purchase behavior
- Frequency & recency
- Product category affinity
- Customer lifetime value
- Personalize messaging and offers to increase conversion and retention
- Create high-value customer cohorts for targeted campaigns

**5. Customer Acquisition Alignment**

- Align acquisition strategy with retention and LTV goals
- Improve onboarding journey for new customers
- Develop retention-led acquisition strategies (referrals, loyalty-driven acquisition, VIP offers)
- Partner with paid media to optimize toward high-LTV customers

**6. Reporting & Optimization**

- Build dashboards to track:
- Repeat purchase rate
- Cohort retention
- Loyalty participation
- Email/SMS revenue contribution
- Run A/B tests and experimentation roadmap
- Deliver monthly insights and growth recommendations

**Qualifications**

- 5+ years in CRM, retention marketing, or lifecycle strategy for Shopify-based retail brands
- Deep hands-on expertise with:
- **Shopify**
- **Klaviyo**
- **Love Loyalty app**
  (or comparable loyalty platforms)
- Proven experience increasing repeat purchase rate and LTV
- Strong understanding of lifecycle marketing and retention strategy
- Data-driven with strong analytical capabilities
- Experience working in a fractional or consulting capacity preferred

**Success Metrics**

- Increased repeat purchase rate
- Growth in LTV
- Higher loyalty enrollment and engagement
- Increased Klaviyo-driven revenue
- Reduced churn and improved retention cohorts

**Engagement Structure**

- Fractional commitment (10–20 hours per week depending on scope)
- Initial 90-day roadmap with defined retention and CRM milestones
- Potential for ongoing advisory engagement

London

Fractional CRM & Loyalty Strategy Lead to drive retention for wellness brand

Anatomē

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