Email Development Lead - Digital

Posted Wednesday, January 14, 2026 at 12:00 AM

The eComm Digital Email Development Lead role is based at our head office located in 40 High Street, Steet, Somerset, BA16 0EQ
. Will require candidates to be able to commute to our head office 2- 3 days per week.

The Email Development Lead will be responsible for developing and delivering Clarks UK/EU direct-to-consumer email marketing strategy to drive customer acquisition, retention, and engagement.

This role will focus on growing and optimizing our email database, improving the effectiveness of email campaigns, and ensuring that the email channel supports broader marketing and business goals. The ideal candidate will have a deep understanding of email marketing best practices, strong analytical skills, and experience in creating data‑driven strategies that enhance performance and conversion rates.

• Lead the creation and execution of a comprehensive email marketing strategy aimed at acquisition, engagement, and retention.
• Design personalized, customer‑centric email journeys that drive engagement and conversions across different stages of the customer lifecycle.
• Set strategic objectives for the email channel, aligned with overall marketing and business goals, such as increasing customer lifetime value (CLV), reducing churn, and driving repeat purchases.

• Oversee the planning, creation, and execution of targeted email campaigns, across the entire customer lifecycle; from database signups/ the welcome series, promotional/transactional emails (tering in the met text - ‘broadcast’), post purchase comms, automations (basket/browse abandonment) through to re‑engaging with ‘lapsed’ consumers to re‑engage.
• Develop segmentation strategies to personalize email content based on user behaviour, demographics, and preferences.
• Collaborate with ecommerce (eVM, Development), Digital Operations, Merchandising and Regional Marketing Teams to create high‑impact email templates, content and messaging to drive increased OR, CTR and CVR.

• Continuously monitor, analyse, and report on the performance of email campaigns, using key metrics such as open rates, click‑through rates (CTR), conversions, unsubscribe rates, and ROI.
• Lead A/B testing and multivariate testing to optimize subject lines, email design, CTAs, send times, and other elements.
• Leverage insights from data analytics tools (e.g., Google Analytics, CRM systems) to refine and improve campaign performance and customer engagement.

• Develop strategies to grow and maintain the email database, including lead generation campaigns, sign‑up incentives, and partnerships.
• Ensure the email database is compliant with relevant privacy and data protection regulations (e.g., GDPR and any other EU Data Privacy regulations).
• Implement list hygiene practices to ensure high deliverability and engagement rates.

• Design and implement automated email workflows that guide prospects through the customer journeyiter – awareness to conversion and retention.
• Create triggers and automated responses based on user interactions with content, such as welcome emails, abandoned cart emails, and post‑purchase follow‑ups.

• Work closely with the ecommerce trading, merchandising, design studio and regional marketing and colleagues in the performance гриб marketing teams to ensure alignment on campaigns and messaging.
• Collaborate with Digital Operations and CX team to leverage email as a tool for cross‑selling, upselling and reducing customer contacts.

• Experience:
  
  5+ years of experience in a CRM and Email Strategy development and delivery role, with at least 2 years in a leadership role with 3+ direct reports.
• Technical
  
  Skills:
  
  Strong knowledge of using Klaviyo and Google Analytics.
• Campaign Optimization:
  Proven track record of running successful A/B tests, optimizing email performance metrics, and driving high engagement and revenue uplifts from the email channel.
• Analytical Mindset:
  Strong data analysis skills with the ability to interpret complex datasets and translate them…