CRM & eCommerce Specialist

The Company

At Theory, we create clothes that matter that empower and improve the way we live through exceptional fit, fabric, and style. In 1997, Theory was founded in New York on the simple idea that stretch fabrics in tailored clothing could change how we dress and live. Two decades later, we continue to perfect our offering of elevated wardrobe essentials for the ambitious, urban man and woman. From sourcing materials from the best mills in the world to the innovation and craftsmanship at our atelier in New York's Meatpacking District, the integrity of our process is just as important as our final product.

In 2004, Theory was acquired by Fast Retailing, spurring the international expansion of the brand. Operating 440 stores worldwide today, Theory is a New York brand with a global mindset. Our customers dream big, achieve goals, and aim for perfection. So do we, and so do our clothes.

The Role

As part of the UK/EU eCommerce team, you will be responsible for building and executing our email marketing campaigns, as well as ensuring best in class representation of the Theory Brand on our ecommerce business across UK and EU.

You will need to be a proactive person, energized by autonomous working and constant learning & development. You will need to be a people person; you’ll need the emotional intelligence it takes to work with a wide variety of people and solve problems that arise both independently and as a team.

Key responsibilities and duties

Email + CRM

• Support in executing our Email Marketing strategy, from copy creation to design and management of translations.
• Plan, create and send emails communication, ensuring content is accurate + scheduling is optimal, based on best-performing send-time and to segmented audience.
• Review, improve and manage customer journeys through our CRM software.
• Analyse emails performance on a weekly and monthly basis, looking at key metrics such as OR, CTR and CVR, to provide meaningful insights and recommendations for improving conversion and retaining active subscribers.
• Be the point of contact with the Global CRM team based in NY, requesting training, support for data, and ad hoc analysis to help manage and grow local database.
• Support the Digital Marketing team in devising, actioning and analysing lead generation activity across the website, events and paid social. Upload paid social leads on a weekly basis and work to achieve automation.
• Maintain, build and update BAU emails with up-to-date campaigns, and analyse performance and contribution to business for weekly trade meetings.
• Conduct emails A/B tests and feedback on the outcomes with strategic recommendation.

Content Management Support

• Collaborate with the ecommerce Trading team in maintaining key online components in alignment with the content calendar for UK/EU.
• Conduct daily site-walks to ensure content, products, customer journey and UX are presented as they should be, with a focus on alignment with the planned trading and content activity.
• Create site bug reports using Jira so the developers can troubleshoot any issues.
• Collaborate with the Customer Service team to maintain relevant site information.
• Create SEO content pages to help fuel growth in non-brand keyword rankings.
• Optimize meta descriptions, title tags, category copy and other on-page ranking signals to improve the website’s organic visibility.

Other Duties

• Support the customer care & Retail teams with our omnichannel projects expansion.
• Support, where needed, the completion of presentations and reports for the ecommerce team, pulling data from SFCC and Teamworks.
• Support Paid social activities.
• Maintain competitive analysis.