CRM Manager / Retention Specialist – eCommerce & DTC

Join a fast-growing men's health and wellness eCommerce brand selling premium supplements across the Netherlands, Belgium, the UK, and the US.

We're looking for an experienced, hands-on CRM Manager / Retention Specialist to own lifecycle email marketing, improve customer retention, and increase repeat purchases and customer value.

This is a high-ownership role where you'll build and execute CRM strategies, optimize customer journeys, and use data to drive measurable retention growth.

Why You'll Want This Role

• Own the CRM, email marketing, and customer retention strategy for a growing DTC brand

• Work across 4 international markets with opportunities to improve the customer lifecycle

• Lead Klaviyo campaigns, automations, segmentation, and lifecycle optimization

• Collaborate with Paid Media, Creative, CRO, and Customer Support teams

• Make a direct impact on repeat purchase rate, customer lifetime value, and profitability

• Join a fast-moving, performance-driven team with a focus on long-term growth

• Work closely with the growth team during EU business hours

What You'll Do

• Own and execute the CRM and customer retention strategy across email marketing and lifecycle campaigns

• Build, manage, and optimize Klaviyo campaigns, flows, and customer segmentation

• Improve welcome, post-purchase, replenishment, and win-back journeys

• Analyze customer behavior, purchase patterns, and retention opportunities

• Develop targeted campaigns to increase repeat purchases and customer lifetime value (LTV)

• Use cohort analysis, A/B testing, and holdout testing to evaluate retention performance

• Monitor deliverability, unsubscribes, spam complaints, and customer engagement

• Optimize email frequency, offers, and messaging while protecting contribution margin

• Adapt lifecycle communication for customers across NL/BE, UK, and US markets

• Share customer insights with Paid Media, Creative, CRO, and Customer Support teams

• Track retention KPIs, report performance, and continuously improve lifecycle campaigns

What We're Looking For

• Proven experience in CRM, lifecycle marketing, email marketing, or customer retention within eCommerce/DTC

• Strong hands-on experience with Klaviyo and Shopify

• Demonstrated success improving repeat purchase rates, retention, and customer value

• Strong understanding of email automation, segmentation, and lifecycle flows

• Experience analyzing customer cohorts, purchase frequency, LTV, and retention performance

• Ability to evaluate campaign performance beyond attributed email revenue and open rates

• Knowledge of email deliverability, consent management, and list hygiene

• Commercial understanding of discount costs, contribution margin, and incremental revenue

• Highly organized, proactive, and comfortable owning strategy and execution

• Based in the Netherlands and available to collaborate during EU working hours

Bonus If You Have

• Experience with supplements, health and wellness, or subscription-based eCommerce

• Experience building replenishment and win-back campaigns for repeat-purchase products

• Familiarity with holdout testing and incremental retention measurement

• Experience localizing email campaigns across European and US markets

• Experience working with cross-functional growth and creative teams

Ready to Own Customer Retention?

If you're an experienced CRM Manager, Retention Specialist, or Lifecycle Marketing Manager who knows how to turn customer insights into repeat purchases and long-term customer value, we'd love to hear from you.