At Climb & Conquer, we’re incredibly lucky to have a talented team that’s driving growth across every corner of digital marketing.
Today, we’re catching up with Josh Baker, our Retention & Email Marketing Exec. Josh’s expertise in lifecycle marketing and Klaviyo strategy has made a significant impact on our client performance, and he’s still pretty new to the business, after joining us in February this year.
In this latest Meet the Team interview, Josh shares his journey into email marketing, what keeps him motivated, and his insights into the future of digital marketing.
Let’s get stuck into it, shall we?
Give us a whistlestop tour of your career journey to date:
I started my career in a generalist digital marketing role before honing in on email retention. Over the past few years, I’ve focused on email strategy, automation, and lifecycle marketing for a range of brands, primarily in the fashion, luxury, and direct-to-consumer (DTC) sectors. My work has centred on scaling these brands through intelligent segmentation, automation, and performance-driven email flows.
Now, I’m leading the Klaviyo strategy at Climb & Conquer across a portfolio of multi-million-pound revenue accounts such as Mallet London, Haddon and JT Atkinson, which is both exciting and rewarding.
Describe briefly a typical day in the life of your role:
No two days are the same, which is what I love about the job! However, my day typically begins with reviewing email performance, analysing analytics to assess how our flows are performing, and refining strategies accordingly.
I also spend time briefing creative, planning upcoming campaigns, and making sure our clients are aligned on the next steps. It’s a lot of juggling, but there’s always something to optimise, and I enjoy that fast-paced aspect.
What made you want to join Climb & Conquer?
It was the balance of autonomy, trust, and high standards that drew me in.
The team here is sharp, no-nonsense, and genuinely cares about getting results. It’s the kind of environment where I can do my best work while having the freedom to make decisions and contribute to the agency’s growth in a meaningful way.
What do you enjoy most about your role?
The best part is definitely seeing real, measurable growth from something I’ve built. Whether it’s refining an email flow, running a test, or completely overhauling a strategy, it’s satisfying to see those changes drive results. I also love the freedom to get my head down and crack on with the work. I feel trusted to deliver, and that autonomy is something I value.
And what’s the most challenging part?
Juggling multiple brands and deadlines. It can be tricky at times to stay on top of everything, but that’s part of the job, and thankfully, there are always new ways emerging to help us all be more efficient, thanks to AI and automation. My role requires a lot of organisation and the ability to pivot quickly when priorities shift, but I thrive on that pressure, and it keeps me on my toes.
What’s your hot take on Digital Marketing for 2025?
Everything is moving toward automation. From platforms like Meta to Klaviyo, we’re seeing more and more tools that minimise human input and automate much of the setup process. While this makes things easier on the front end, it also means marketers need to level up quickly. The key to staying relevant in the future will be focusing on the things AI can’t replicate, such as strategy, creativity, and truly understanding customer behaviour.
My advice is always: don’t just press buttons! Know why you’re pressing them.
If you could give one piece of advice to anyone looking to get into your field, what would it be?
Learn by doing and don’t be afraid to make mistakes sometimes, as long as you’re doing so in a risk-free environment (i.e. not blindly on a client account, for example!)
Set up a test account to build flows, test emails, and dive into the data, because the best way to understand retention is through practice, not just theory.
The more you experiment, the more you’ll learn, and the better you’ll get at crafting strategies that actually drive results.
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As we continue to grow, our Klaviyo and Retention service offering has become an increasing part of our success.
With more clients and prospects than ever before asking about Klaviyo, we’re excited to see this offering expand and become one of our most profitable channels. As demand for our expertise in this area grows, we’ll be looking to strengthen the team further, so keep an eye out for new opportunities to join us shortly.
