Head of CRM (m/w/d)

Pammys

About The Position

Pammys is seeking a Head of CRM to own and develop the CRM and Retention Marketing function into a measurable, scalable growth channel. The primary goal is to drive repeat purchases, increase Customer Lifetime Value, and generate more profitable revenue from the existing customer base. This role involves full ownership of strategy, systems, campaigns, and automations, with the opportunity to build and scale the function and team. The position focuses on developing CRM strategy across the entire customer lifecycle, identifying key levers for repeat purchase rate and purchase frequency, owning email communication and automated customer journeys, ensuring segmentation and personalization, treating CRM as a performance channel with systematic testing, and using data to understand customer behavior and drive insights into action. The role also includes developing the CRM playbook for new markets and ensuring local relevance of automations, segments, and communication.

Requirements

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.
Proven success in increasing repeat purchase rate, Customer Lifetime Value, and CRM-generated revenue.
Strong understanding of CRM metrics, cohorts, contribution margin, and customer economics, combined with a consistently data-driven approach.
Experience with leading CRM and marketing automation platforms and managing large customer databases.
Strong testing and performance mindset, with a clear focus on measurably improving initiatives and scaling successful approaches.
Strong hands-on mentality and leadership skills: you develop the strategy, but also dive deep into flows, campaigns, segments, and data yourself.

Responsibilities

Own our entire CRM and Retention Marketing function and develop it into a measurable, scalable growth channel.
Drive more repeat purchases, increase Customer Lifetime Value, and generate more profitable revenue from our existing customer base.
Take full ownership of strategy, systems, campaigns, and automations.
Continue to build and scale the function together with your team.
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.
Identify the biggest levers for repeat purchase rate, purchase frequency, and Customer Lifetime Value and turn them into concrete action.
Own our email communication and automated customer journeys end-to-end.
Build, test, and continuously optimize welcome flows, post-purchase journeys, cross-selling, reactivation, product launches, and other lifecycle journeys based on data.
Develop intelligent segments based on purchasing behavior, products, activity, and customer value, making our communication more relevant and more profitable.
Treat CRM like a performance channel by systematically testing subject lines, offers, send times, frequencies, content, and customer journeys.
Quantify the incremental contribution margin generated through CRM.
Use our data to understand why customers come back, when they drop off, and which products trigger the next purchase.
Translate customer insights into concrete actions in collaboration with Data, Marketing, and Product teams.
Further develop our CRM playbook for new markets and ensure that automations, segments, and communication work in a locally relevant way.