CRM Specialist - Personalization and Loyalty

Role Overview

Join Castlery as a CRM Specialist specializing in Personalization and Loyalty to contribute to reshaping how people live in their homes. This position involves taking full responsibility for website personalization efforts and loyalty program management across Castlery's diverse markets, leveraging Dynamic Yield's platform to execute and analyze onsite experiments, and empowering local teams to conduct their own testing initiatives.

Key Responsibilities

• Train and equip local market teams to independently create, launch, and oversee onsite experiments using Dynamic Yield, providing essential resources such as playbooks and access controls.
• Establish and maintain governance protocols for testing including standardized naming, quality assurance procedures, and minimum sample size and duration limits to ensure reliable cross-market consistency and analysis.
• Deploy and manage Dynamic Yield's platform-recommended experiments globally, scrutinizing outcomes to inform decisions on broader implementation.
• Perform detailed customer funnel analyses to craft a personalization strategy tailored to user behaviors and needs, developing a phased rollout roadmap in collaboration with local markets.
• Define and segment target audiences for personalization efforts by leveraging customer data platforms and available data resources.
• Oversee the loyalty program's strategic direction and platform configuration, such as Yotpo, measure its effect on repeat purchases and customer lifetime value, and design campaigns to boost program engagement and enrollment.
• Manage coordination among local teams, designers, and developers throughout project lifecycles, leading discovery sessions to unify stakeholders around challenges and solutions.

Qualifications & Skills

• 3 to 5 years plus experience in conversion rate optimization, growth marketing, personalization, or lifecycle marketing, preferably within e-commerce or direct-to-consumer sectors.
• Proficiency in analytics tools like Google Analytics and PowerBI, with additional familiarity using AI-assisted analytical tools such as Claude.
• Practical experience operating with onsite personalization and testing platforms, particularly Dynamic Yield or comparable systems, and knowledge of customer data platforms (e.g., Rudderstack, Segment) for segmentation purposes.
• Background in designing or managing loyalty programs, ideally with experience using platforms like Yotpo.
• Exceptional communication and collaboration capabilities to handle multiple concurrent projects involving both technical and non-technical stakeholders.
• Self-driven with a strong enthusiasm for continuously updating industry knowledge and adaptability to dynamic environments.

About Castlery

Castlery is committed to creating furniture that complements real-life living — durable, attractive, and adaptable. The company focuses on intentional growth and delivering superior customer experiences rooted in a thoughtful design philosophy aimed at better homes and better lives.