Email & Automation Coordinator

The Email & Marketing Automation Coordinator is responsible for bringing the customer lifecycle strategy to life through the execution and optimisation of global customer communications across both DTC and B2B communications. Working across Direct-to-Consumer (DTC) and Business-to-Business (B2B) communications, the role supports customers at every stage of the lifecycle, from prospect and lead nurture through to purchase, ownership and advocacy. This is a hands-on production and automation support role, providing dedicated execution capacity to ensure nurture activity is consistently built, deployed, maintained, quality checked and reported on. Key Stakeholders Internal: Marketing and Creative Team; Regional Marketing Managers; eCommerce and CX Team; Regional Sales Team; DTC Associates. External: Partner Network; Digital COE team. Key Success Measures Deliver campaigns on time, accurately and in accordance with agreed briefs and business priorities. Deliver consistent, engaging and exceptional customer communications across every stage of the lifecycle. Improve email engagement, click-through rate, conversion and revenue contribution. Execute, maintain and continuously optimise automated customer journeys supporting acquisition, conversion, ownership and advocacy. Use reporting, testing and performance insights to continually optimise communications and campaign performance. Support progression across awareness, consideration, purchase, ownership and advocacy while reducing customer leakage. CRM Campaign Execution Build, schedule and deploy CRM campaigns across DTC and B2B audiences. Maintain CRM campaign calendars, production schedules and deployment workflows. Execute campaign briefs supporting business and marketing objectives. Prepare creative briefs and coordinate with the Creative team to deliver assets on time and aligned with campaign objectives. Build visually compelling, on-brand email campaigns and automated communications within the CRM platform. Coordinate campaign testing, approvals and QA to ensure communications are accurate, personalised and optimised across devices. Maintain campaign documentation and produce CRM and email campaign performance reporting. Marketing Automation & Customer Journeys Build, maintain and optimise automated customer journeys across the customer lifecycle. Support communications that guide customers from awareness and consideration through purchase, ownership and advocacy. Maintain automated workflows, update content and ensure journeys remain relevant and effective. Assist with testing, troubleshooting and continuous improvement of marketing automation. Support lead nurture, onboarding, retention and advocacy journeys across customer and prospect audiences. Customer Data & Audience Management Support the continued growth of the global database. Manage customer data, audience segmentation, preference management and database hygiene. Develop audience segments enabling more personalised, relevant and effective communications. Support segmentation, personalisation, customer profiling and data enrichment. Maintain CRM best practice and database quality. Reporting & Optimisation Produce campaign performance reports and contribute to monthly marketing reporting. Analyse campaign and customer engagement performance to identify insights and optimisation opportunities. Monitor email engagement, click-through rate, conversion and revenue contribution. Support A/B testing across copy, creative, audiences and customer journeys. Provide insights and recommendations supporting continuous optimisation. Cross-Functional Collaboration Work closely with Marketing, eCommerce, Customer Experience, Sales, Product and regional teams. Coordinate campaign assets, approvals and delivery timelines across multiple stakeholders. Support customer communications across both DTC and B2B audiences. Ensure CRM activity aligns with broader marketing campaigns and business priorities. Qualifications & Experience Tertiary qualification in Marketing, Communications, Business, Digital Marketing or a related discipline. 2–4 years’ experience in CRM, email marketing, marketing automation or digital marketing. Experience using CRM and marketing automation platforms such as Marketo, Dotdigital, Salesforce Marketing Cloud, Dotdigital, Klaviyo or similar. Experience building, deploying and maintaining email campaigns and automated customer journeys. Strong understanding of audience segmentation, customer lifecycle marketing and CRM best practice. Experience with campaign reporting, A/B testing and performance optimisation. CRM database, segmentation and personalisation experience is desired. eCommerce, premium consumer brand or high-consideration purchase experience is desirable. Abilities Strong communication and stakeholder management skills. Customer-focused with an interest in customer behaviour and lifecycle marketing. Excellent organisational skills and ability to manage multiple campaigns and deadlines. Strong attention to detail and commitment to quality assurance. Production-focused and process-oriented, with consistent execution against workflows, templates and schedules. Proactive, self-motivated and solutions-oriented with a hands-on approach. Analytical mindset and commitment to continuous improvement. Collaborative and comfortable working across multiple teams and regions. Commercially aware, with an understanding of how CRM contributes to engagement, conversion and customer lifetime value. Passion for premium consumer brands, watersports or technology is highly desirable. Ability to eFoil or willingness to learn is highly desirable.