Lewis Wilkinson

Beyond Retail is a leading ecommerce group specialising in premium bathrooms, kitchens, and heating products across six brands to both homeowners and tradespeople.

Key Responsibilities

• Own the end-to-end CRM strategy across six B2C and B2B ecommerce brands, driving customer acquisition, retention and lifetime value.
• Manage Klaviyo, Attentive and Fresh Relevance, overseeing a customer database of more than 600,000 contacts and delivering personalised customer experiences at scale.
• Plan and execute the cross-brand promotional calendar, delivering 12+ weekly campaigns alongside automated lifecycle communications.
• Design, build, optimise and maintain 40+ automated customer journeys across email and SMS to improve engagement, conversion and retention.
• Analyse campaign performance through regular reporting and experimentation, using insights to continuously optimise CRM strategy.

Key Achievements

• Increased email's contribution to total business revenue by more than 100% through strategic CRM optimisation, lifecycle improvements and enhanced customer segmentation.
• Successfully launched SMS as a brand-new marketing channel, delivering more than £600,000 in platform-attributed revenue in the first month while establishing an acquisition and retention strategy.
• Increased email subscriber acquisition by over 1,000% within a single month through the optimisation of sign-up journeys and capture strategy.
• Developed and implemented CRM strategies for three newly launched B2B brands, creating tailored customer journeys and communications from the ground up.
• Implemented a customer segmentation strategy that significantly improved targeting, engagement and broadcast performance across six brands.
• Collaborated with commercial, trading, design and supplier stakeholders to deliver data-driven campaigns aligned with wider business objectives.