Head of CRM – E-Commerce (m/w/d)

Pammys

2d • Remote

About The Position

Pammys is seeking a Head of CRM – E-Commerce to own and develop its CRM and Retention Marketing function as a measurable, scalable growth channel. The role focuses on driving repeat purchases, increasing Customer Lifetime Value, and generating profitable revenue from the existing customer base. The position has end-to-end ownership of CRM strategy, systems, campaigns, and automations, while building and scaling the function with the team.

The role covers the full customer lifecycle, from first purchase through repeat purchases and long-term retention. It includes managing newsletter strategy and execution; building and optimizing email campaigns and automated journeys in Klaviyo; developing customer segmentation and personalization; systematically testing campaign variables; monitoring performance and deliverability; and using customer data and insights to improve retention. The Head of CRM will collaborate with Content, Design, Marketing, Data, and Product, develop the CRM team and processes, and adapt lifecycle communications for international markets.

Pammys describes the position as fully remote and offers end-to-end ownership of CRM and retention. The role can shape the team, tools, and operating practices as the company scales. Pammys is a European footwear brand with more than 100 employees, locations in Kiel and Hamburg, and a logistics center in Lensahn.

Requirements

• Several years of CRM or email marketing experience in D2C or e-commerce, including ownership of newsletters and promotional campaigns.
• Extensive hands-on Klaviyo experience, including independently building campaigns, segments, and automated flows and analyzing results.
• Proven, measurable improvements in email conversion, newsletter revenue, and repeat purchase rate.
• Strong commercial and editorial judgment, with the ability to turn products, launches, and offers into emails that convert.
• Solid understanding of deliverability, list hygiene, engagement management, and sending frequency.
• Strong analytical skills across campaign reporting, customer cohorts, attribution, and contribution margin.
• A structured testing approach: developing hypotheses, evaluating results, and scaling successful improvements.
• Leadership experience and a hands-on mentality, including staying close to campaign execution and details within Klaviyo.

Responsibilities

• Own and develop the CRM and Retention Marketing strategy across the customer lifecycle.
• Identify and execute opportunities to improve repeat purchase rate, purchase frequency, Customer Lifetime Value, and profitable revenue.
• Own newsletter strategy and execution, including a campaign calendar for launches, seasonal moments, promotions, and customer content.
• Manage Klaviyo campaigns, audiences, segments, templates, scheduling, quality checks, reporting, and platform troubleshooting.
• Build and optimize automated welcome, abandoned checkout, post-purchase, cross-selling, reactivation, and win-back journeys.
• Partner with Content, Design, and Marketing on email subject lines, messaging, product presentations, and calls to action.
• Develop customer segments based on purchase history, product interests, engagement, activity, and customer value; balance relevance, reach, and sending frequency.
• Systematically test subject lines, content, offers, layouts, timing, frequency, and customer journeys; evaluate results and scale successful improvements.
• Measure conversion, revenue per recipient, repeat purchases, profitability, and incremental contribution margin generated through CRM.
• Monitor deliverability, engagement, unsubscribes, list health, and sending practices to support sustainable channel growth.
• Use customer data to understand repeat purchases, customer drop-off, and product purchase patterns, and translate insights into actions with Data, Marketing, and Product.
• Develop CRM playbooks for new markets and adapt automations, segments, newsletters, and communications to local markets.
• Set priorities, develop the team, improve campaign processes, and remain hands-on in campaign execution.

Benefits

• Fully remote work.
• End-to-end ownership of CRM and retention strategy, systems, campaigns, and automations.
• Opportunity to shape the team, choose tools, and define how the CRM function operates.
• Personal and professional development, including growth in leadership skills and increasingly complex challenges.
• One free pair of Pammys shoes per launch.

What This Job Offers

• Job Type: Full-time
• Career Level: Manager
• Education Level: No Education Listed