Head of CRM – E-Commerce (m/w/d)

Full Job Description

Pammys has grown to more than 1.3 million customers in just a few years. Now, the focus is on turning this customer base into an even stronger engine for growth. 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.

Your Mission

• 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

Qualifications And Requirements

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

Why Us?

• Fully Remote: Work remotely in a leadership role with full ownership of CRM and retention.
• A Customer Base with Real Potential: With over 1.5 million customers, Pammys gives you the scale to turn segmentation, lifecycle journeys and personalization into measurable growth.
• End-to-End Ownership: Shape the strategy, systems, campaigns and automations across CRM. You own the priorities and drive execution together with your team.
• Measurable Business Impact: See your work translate into more repeat purchases, higher Customer Lifetime Value and incremental contribution margin.
• Shape Your Team and Tools: Help build the team, select the right tools and define how the CRM function operates as we scale.
• International Perspective: Develop lifecycle strategies for new markets and help shape the international growth of a footwear brand.
• Personal and Professional Development: Grow with Pammys, expand your leadership skills and tackle increasingly complex challenges as the business develops.
• Free Pammys Shoes: One pair of shoes per launch — so you can experience the products behind your campaigns yourself.

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