When Sam joined Get Better just under two years ago, he stepped into the role of CRM Technician, focused primarily on implementing best practices and improving the technical performance of clients’ email systems. At the time, his work centred on auditing Klaviyo accounts, identifying areas for improvement, and ensuring campaigns and flows were set up correctly.
Since then, both his role and the agency have evolved significantly.
“When I first joined, the CRM Technician role was more about implementing best practice for email… completing an audit, working out what could be improved, and implementing that plan.”
As the agency grew and client needs became more sophisticated, his role expanded beyond technical implementation into strategic thinking. Today, he is transitioning into a CRM Strategist role, where he plays a key part in shaping how clients communicate with their customers across email, SMS, and WhatsApp.
“I suppose if I had to summarise the development of my role, it’s gone from fixing into developing the strategy of a client’s Klaviyo account.”
This shift reflects a move from executing predefined improvements to proactively identifying opportunities, designing communication strategies, and ensuring clients deliver the right message at the right time. His work now involves thinking holistically about customer journeys, integrating loyalty programmes, refining segmentation, and ensuring communications are both relevant and effective.
Alongside his technical development, one of the most significant areas of growth has been in confidence, particularly in client-facing situations.
“When I first started, there wasn’t much expectation for me to be client facing, and it wasn’t something I’d have thought to enjoy. However, with the support of the team, the quite shy, timid me before joining could now confidently say I can jump on a call with a new client and feel comfortable with that.”
This progression from working primarily behind the scenes to actively contributing to client conversations reflects the trust placed in him and his growing expertise.
That trust is reinforced through the responsibility he’s been given to conduct audits for prospective clients, helping identify opportunities and shape potential future strategy.
“Getting the opportunity to do audits for prospective clients always makes me feel trusted. They trust my judgement and experience to suggest where they should be focusing their time, effort, and investment.”
His day-to-day work reflects the variety and complexity of agency life. While much of his work involves building flows, segmentation, and improving database performance, no two clients or challenges are the same.
“Agency life is the exact thing that I love. No day is the same, no client is the same, and it’s always nice to have a new challenge.”
He has also played a role in major technical projects, including complex ecommerce migrations, where maintaining continuity and performance is critical.
“One particularly noteworthy project was supporting the migration of the Wilton Bradley brands from Magento to Shopify. It was a big change for them, and I’m proud that both myself and the team supported to ensure nothing went wrong and disruption to email sending was minimal.”
Beyond technical execution, he enjoys the strategic and psychological aspects of CRM, particularly when working with subscription brands where understanding customer behaviour and motivation plays a key role.
“Getting into the customer mindset and ensuring we’re doing everything we can to support the recipient and encourage trying new products is really interesting, especially from a human science front.”
Central to his experience has been the support of the team and the environment that allowed him to develop his skills from a relatively limited starting point.
“When I first started, my knowledge of Klaviyo was very slim, and the guys around me got me up and running. Everyone’s always happy to share their knowledge.”
This culture of support and shared growth has enabled him to develop both technical expertise and strategic confidence.
Today, as he moves into a CRM Strategist role, his progression reflects the opportunities created by Get Better’s environment, where individuals are trusted, supported, and encouraged to grow beyond their initial role.
As he puts it simply:
“If you’re potentially someone that thinks email sounds boring, you couldn’t be more wrong. It’s a great place to learn, develop your skills, and grow.”
