Senior CRM & Lifecycle Campaign Specialist (B2C & B2B)

Build the platform where Belgium feels at home. For over 30 years, Immoweb has been more than just a platform; we are the digital heartbeat of the Belgian real estate market. From first apartments to forever homes, we bridge the gap between dreams and reality for millions of users every month. Our mission: to inspire, guide and close every home move in Belgium. We make real estate fast, transparent, and stress-free through world-class technology and human-centric support. We are dedicated to connecting people with their property goals, ensuring that at Immoweb, your work has an immediate, nationwide impact from day one. Your Mission: As our Senior CRM & Lifecycle Campaign Specialist, you will own the strategic direction of Immoweb's relationship marketing. Your primary focus is mapping the end-to-end user lifecycle, designing the automated journeys that drive retention and revenue, and continuously sharpening the data architecture that powers them. This is also a builder role: our data infrastructure isn't yet fully integrated into our marketing automation stack, and you will be the one driving that integration, working hand-in-hand with our tech teams to get there. You will work alongside and mentor a Junior CRM Manager who executes the majority of day-to-day, one-off campaigns. This is not a purely strategic seat, however: you're expected to be fully fluent in the platform, able to build and deploy a campaign yourself when it counts, and to lead by example rather than by delegation alone. Reporting directly to the Chief Marketing Officer, you will set the CRM roadmap, own automation performance, and be accountable for the revenue and engagement impact of the channel. Key Responsibilities CRM Strategy & Lifecycle Ownership Define and own the overarching CRM and lifecycle marketing strategy across B2C and B2B audiences, aligning it to broader business and growth goals. Map the full user lifecycle (acquisition, activation, retention, win-back, upsell) and identify where automated journeys should exist, evolve, or be retired. Design, build, and continuously optimize complex automated journeys — welcome series, saved search / valuation nurture flows, lead nurturing, upsell and anti-churn workflows, win-backs — spanning Email, App Push, and SMS. Own the audience segmentation, scoring models, and real-time trigger logic within Salesforce Marketing Cloud, Data Cloud, Airship, and Firebase, and drive ongoing improvements to data architecture and CDP structure. Data & Tech Integration (Builder Role) Own the integration of our data infrastructure into our marketing automation stack (Salesforce Marketing Cloud, Data Cloud, Airship, Firebase), which is not yet fully connected today. Act as the driving force behind this integration: define requirements, prioritize the roadmap, and push the tech and data teams to deliver the connections CRM needs. Identify gaps in the current data model that limit segmentation, triggers, or personalization, and champion the fixes with the relevant technical stakeholders. Bridge the gap between marketing needs and technical implementation, translating CRM requirements into clear, actionable asks for engineering and data teams. Hands-On Execution & Backup Stay hands-on in the platform: you are expected to write copy, build, QA, and deploy campaigns yourself, not just direct others to do so. Act as the operational backup to the Junior CRM Manager for one-off and ad-hoc campaigns, stepping in during peak periods, absences, or urgent sends. Lead by example on best practice in campaign build quality, deliverability hygiene, and platform usage, setting the technical standard for the team. Mentorship & Team Leadership Coach and upskill the Junior CRM Manager, building their technical fluency in the platform and their strategic thinking over time. Manage the day-to-day workflow and prioritization of the Junior CRM Manager's campaign calendar, ensuring smooth execution across B2B and B2C. Foster a collaborative, knowledge-sharing team culture; act as the go-to technical and strategic reference point for CRM within the wider marketing organization. Analytics, Testing & ROI Own the CRM performance reporting framework: automation KPIs, journey conversion rates, and CRM-attributed revenue and engagement metrics. Design and run structured A/B and multivariate testing programs specifically on automated journeys (triggers, send-time optimization, journey logic, content variants), not just one-off sends. Translate performance data into clear recommendations for the CMO and stakeholders, tying CRM activity directly to business outcomes. Partner closely with Product, Tech, Data, and Customer Care to ensure trigger data is accurate, timely, and scalable as the platform grows. What You Bring: Experience: 5+ years in CRM or Lifecycle Marketing, with a strong track record designing and scaling automated journeys, ideally within a high-traffic digital platform or marketplace. Prior experience mentoring or leading junior team members is a plus. Tech Stack: Deep, hands-on expertise with enterprise Marketing Automation platforms — specifically Salesforce Marketing Cloud and Airship — including journey builder logic, not just campaign sends. Data Fluency: Strong command of marketing data structures (CDP principles, segmentation, real-time triggers, scoring models), with the ability to design and interpret complex dashboards (cohort analysis, scoring evolution, journey attribution). Builder Mentality: Comfortable operating in an environment where data infrastructure and marketing automation aren't yet fully integrated; able to define requirements, and drive tech and data teams to close those gaps. Strategic & Analytical Mindset: Able to zoom out to lifecycle strategy while staying comfortable in the technical weeds of the platform when needed. Leadership & Coaching: Genuine enjoyment in developing others; comfortable owning workload prioritization for a junior team member. Copywriting & UX Eye: Strong copy instincts and an eye for user experience, with the ability to execute polished campaigns personally when required. Languages: Fluent in English and at least French or Dutch. What we offer: A professional and inspiring workplace where We Live for the customer. A dynamic, open culture driven by ownership and collaboration. We move fast, simplify to scale, and make bold calls backed by data and judgment. Opportunities for growth — through personalized coaching, and continuous feedback loops. Because growth isn’t an event, it’s a habit. A true work-life balance — with flexible homeworking and working hours, built on mutual trust and accountability. We deliver big, but we also make space to breathe. Connection and fun matter too: team buildings, year-end dinners, afterwork drinks, and plenty of other moments, because only the best teams win together.