Head of CRM (m/w/d)

You will own our entire CRM and Retention Marketing function and develop it into a measurable, scalable growth channel. Your goal is clear: drive more repeat purchases, increase Customer Lifetime Value, and generate more profitable revenue from our existing customer base.
You will take full ownership of strategy, systems, campaigns, and automations, and continue to build and scale the function together with your team.
Retention & Lifecycle. You will develop the CRM strategy across the entire customer lifecycle, from the first purchase to the second and third purchase through to long-term customer retention. You will identify the biggest levers for repeat purchase rate, purchase frequency, and Customer Lifetime Value and turn them into concrete action.
Email & Automation. You will own our email communication and automated customer journeys end-to-end. Welcome flows, post-purchase journeys, cross-selling, reactivation, product launches, and other lifecycle journeys will be built, tested, and continuously optimized by you based on data.
Segmentation & Personalization. You will ensure that not every customer receives the same communication. You will develop intelligent segments based on purchasing behavior, products, activity, and customer value, making our communication more relevant and more profitable.
Testing & Performance. You will treat CRM like a performance channel. Subject lines, offers, send times, frequencies, content, and customer journeys will be systematically tested. You know the numbers behind your initiatives and can clearly quantify the incremental contribution margin generated through CRM.
Customer Insights. You will use our data to understand why customers come back, when they drop off, and which products trigger the next purchase. Together with Data, Marketing, and Product, you will translate these insights into concrete actions.
Internationalization. You will further develop our CRM playbook for new markets and ensure that automations, segments, and communication work in a locally relevant way without every country having to start from scratch.

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Several years of experience in a CRM, Retention, or Lifecycle Marketing role within a D2C or e-commerce environment

Proven track record of increasing repeat purchase rate, Customer Lifetime Value, and CRM-generated revenue

Deep understanding of email marketing, marketing automation, customer journeys, segmentation, and personalization

Strong understanding of CRM metrics, cohorts, contribution margin, and customer economics, with the ability to make consistently data-driven decisions

Experience with leading CRM and marketing automation platforms and confidence working with large customer databases

Strong testing and performance mindset: you develop hypotheses, test systematically, and scale what works

Hands-on mentality combined with leadership skills: you can develop strategy, but also dive deep into flows, campaigns, segments, and performance data yourself

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Mehrjährige Erfahrung in einer CRM-, Retention- oder Lifecycle-Marketing-Rolle im D2C- oder E-Commerce-Umfeld

Nachweisbare Erfolge bei der Steigerung von Wiederkaufrate, Customer Lifetime Value und CRM-Umsatz

Tiefes Verständnis von E-Mail-Marketing, Marketing Automation, Customer Journeys, Segmentierung und Personalisierung

Sehr gutes Verständnis von CRM-Kennzahlen, Kohorten, Deckungsbeitrag und Customer Economics sowie eine konsequent datenbasierte Arbeitsweise

Erfahrung mit führenden CRM- und Marketing-Automation-Systemen und dem Umgang mit großen Kundendatenbanken

Starkes Testing- und Performance-Mindset mit dem Anspruch, Maßnahmen messbar zu optimieren und erfolgreiche Ansätze zu skalieren

Ausgeprägte Hands-on-Mentalität und Führungskompetenz: Du entwickelst die Strategie, gehst aber selbst tief in Flows, Kampagnen, Segmente und Daten

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Eine Kundenbasis von über 1,3 Millionen Menschen, aus der du einen der wichtigsten Wachstumskanäle des Unternehmens entwickelst

Volle Ownership über CRM-Strategie, Roadmap und Performance mit großem direkten Einfluss auf Umsatz und Profitabilität

Die Möglichkeit, Strukturen, Automationen und Systeme auf ein neues Niveau zu bringen und den Bereich langfristig weiter auszubauen

Enge Zusammenarbeit mit Marketing, Data, Creative und Product sowie kurze Entscheidungswege

Ein profitables, schnell wachsendes Unternehmen als Fundament – du optimierst nicht auf theoretische Potenziale, sondern auf reale Skalierung

Ein Vergütungspaket, das der Verantwortung der Rolle gerecht wird

Offices in Hamburg und der Region Kiel, hybrides Arbeiten möglich

Ein Team, das Tempo liebt und Erfolge feiert

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