Head of CRM – E-Commerce (m/w/d)

Pammys

1d•Remote

About The Position

Pammys is seeking a Head of CRM to own and develop its CRM and Retention Marketing function as a measurable, scalable growth channel. The role is focused on driving repeat purchases, increasing Customer Lifetime Value, and generating more profitable revenue from the existing customer base. You will take ownership of strategy, systems, campaigns, and automations, and build and scale the function with your team. You will develop CRM strategy across the customer lifecycle, from first purchase through repeat purchases and long-term retention. You will identify opportunities to improve repeat purchase rate, purchase frequency, and Customer Lifetime Value, then turn them into concrete actions. You will own email communications and automated customer journeys, including welcome flows, post-purchase journeys, cross-selling, reactivation, and product launches, and continuously optimize them using data. The role also involves developing behavior-, product-, activity-, and value-based customer segments to make communications more relevant and profitable. You will use systematic testing to improve subjects, offers, send times, frequency, content, and journeys, and quantify CRM's incremental contribution margin. In partnership with Data, Marketing, and Product, you will use customer insights to identify return-purchase drivers, drop-off points, and products that lead to subsequent purchases. You will also adapt the CRM playbook for new international markets, ensuring locally relevant communication and reusable automations and segments. This is a fully remote leadership role with end-to-end ownership of CRM and retention. You will work with your team to drive execution, help build the team, select tools, and define how the CRM function operates as Pammys scales.

Requirements

Several years of experience in a CRM, Retention, or Lifecycle Marketing role in a D2C or e-commerce environment.
Proven success 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 a data-driven approach.
Experience with leading CRM and marketing automation platforms and large customer databases.
Strong testing and performance mindset, including developing hypotheses, testing systematically, measuring improvements, and scaling successful approaches.
Hands-on mentality and leadership skills, with the ability to develop strategy and work directly with flows, campaigns, segments, and performance data.

Responsibilities

Own and develop the CRM and Retention Marketing function, including its strategy, systems, campaigns, and automations.
Develop CRM strategy across the customer lifecycle, from first purchase to repeat purchase and long-term retention.
Identify and implement opportunities to improve repeat purchase rate, purchase frequency, Customer Lifetime Value, and profitable revenue from existing customers.
Own email communications and automated customer journeys, including welcome, post-purchase, cross-selling, reactivation, and product-launch journeys.
Develop customer segments based on purchasing behavior, products, activity, and customer value, and use them to personalize communication.
Systematically test and optimize subject lines, offers, send times, frequency, content, and customer journeys.
Track CRM performance and quantify its incremental contribution margin.
Analyze customer data to understand return-purchase drivers, customer drop-off, and products that trigger subsequent purchases.
Collaborate with Data, Marketing, and Product to turn customer insights into concrete actions.
Adapt and develop the CRM playbook for new markets, ensuring locally relevant communications and reusable automations and segments.
Build and scale the CRM function together with the team; help shape the team, select tools, and define how the function operates.