CRM & Loyalty Manager

Job Description

Every email, push and SMS we send is a conversation with a customer. A lot of them are already great. We want all of them to be.

Here’s the thing: our CRM is in good shape. The tools are in place, the data is solid and the flows are running. What’s missing is you. Someone who looks at the customer as a whole and says “okay, this is where we’re going.” As our CRM & Loyalty Manager, you own the CRM framework and contact strategy, how we test in CRM, and the design of Club Lyko, our loyalty program. Across all our markets.

You’ll work alongside our CRM & Automation Specialist and in the Online Operations Team.

About the role, Lyko and much more

Let’s get one thing straight: Lyko isn’t just another e-tailer. We’ve built the whole beauty ecosystem, from idea and product development to production, warehousing and distribution. And we’re seriously good at building brands. We love all of them, from the big international names to our own, like By Lyko, Acasia, Neccin and Waterclouds.

87,000+ products. 1,000+ brands. And a whole lot of customers who deserve exactly the right message at exactly the right time. That’s where you come in.

What you’ll do:
→ Own the CRM framework and contact strategy: who we contact, when and how often, which message takes priority, and how we segment by customer value (e.g. RFM, CLV)
→ Set the testing approach for CRM, so every test we run is built on the same method and standards. We don’t test enough today, and we want you to change that
→ Design Club Lyko and measure its impact, from program structure and member benefits to how loyalty actually changes customer behavior
→ Bring trade, retail and brand together in one communication strategy, so customers get a coherent experience no matter who’s talking to them
→ Follow cohorts, retention, repeat rate and CLV, and turn what you see into clear priorities
→ Work closely with web, purchasing, marketing, community, retail media and more

Who are you?

You think commercially: open rates are nice, but what you really care about is revenue, margin and customer lifetime value. You think at customer level, always asking who gets contacted, when, how often, and why. You know what makes customers loyal, not just what makes them click.

You love data and you test everything. “I think” isn’t enough for you, you want to know. You thrive in a fast pace, you prioritize hard and you take hands-on ownership of the frameworks, strategies and standards you’re responsible for. You get people on board, both in your own team and across the business, without needing a formal mandate to do it. And when you set a standard, you help the people around you make it their own.

Background and skills we’re looking for:

• 5+ years in CRM or lifecycle marketing in e-commerce or retail, where you’ve owned automated flows and tied them to revenue. In-house or agency, both work
• Hands-on experience with an enterprise marketing automation or CDP platform. Bloomreach? Big plus. Something similar? Works just as well
• Experience from a loyalty or membership program
• Used to working across several markets and channels like email, SMS and push
• Segmentation and A/B testing are part of your everyday toolkit
• You speak and write fluent English. Swedish is a plus
• A degree in business, marketing or data is a plus, and so are certifications (Bloomreach or others), but neither is a requirement

You don’t need to tick every single box to apply. We care more about capability, perspective and how you think than about a perfect match on paper or the right buzzwords. If you’ve done most of this and you’re hungry for the rest, we want to hear from you.

Why Lyko?

You’ll be part of one of the largest digital media operations in Sweden, always part of the conversation and often first in line for alpha and beta tests from our platform partners. We’re a positive, curious organization: if you’ve got an idea worth testing, you’ll get the room to test it.

About the setup

This is a permanent, full-time position, starting date to be agreed, based at our headquarters on Sveavägen, Stockholm. You’ll report to our Head of Online Operations, and sit at the intersection of media, data and tech, working closely with several specialist teams across the business.

We believe great, inclusive cultures are built by people actually meeting and working together. That’s why we’ve landed on what we call “Business First”: at least three days a week at the office, the other two up to you, as long as it works with the needs of the business. A pretty good balance, if you ask us.

Using AI? Totally fine!

Feel free to use AI to polish your wording, we do it too sometimes! But it’s you we want to get to know, not your chatbot. So keep the content your own, with your experiences and thoughts. If you move forward, we’ll dive deeper into your answers later in the process. And just to be clear: a person always makes the call on who moves forward 😊

Apply without CV or cover letter

If this sounds exciting and you’re eager to apply, go ahead and do it ASAP! It’s quick and easy. No CV or cover letter needed. Instead, we ask you to answer a few questions that are valuable for us in our selection process. Tests are also part of our process. Please apply as soon as possible, but no later than 8 November 2026.

Do you have questions about the position? Contact Lucie Mattio-Parmhed, Head of Online Operations, at lucie.mattio@lyko.com. We look forward to receiving your application! 🌟