crm manager in DTC ecommerce

Mother's Earth is a fast-growing, subscription-first direct-to-consumer brand selling laundry sheets, dishwasher sheets, scent beads, and household cleaning products across the Netherlands, DACH, France, and worldwide.

• Own the CRM and retention roadmap across four stores, prioritising workflows and tests that improve subscriber LTV and reactivation;
• Build and lead reactivation strategies for lapsed subscribers and one-time buyers, including win-back flows, cancel/save flows, and cadence-based re-engagement;
• Design and test the full lifecycle suite in Klaviyo, including welcome, post-purchase, replenishment, cancel/save, chargeback recovery, and browse/checkout abandonment flows;
• Use need-state and belief research to shape messaging, subject lines, and proof points by segment and market;
• Write or closely direct copy and own the brand voice;
• Lead segmentation and testing strategy, delegating build, QA, and reporting to a CRM exec;
• Maintain quality across sends, including discount codes, segment exclusions, and mobile/desktop checks;
• Keep branding, tone, and scent-specific messaging consistent across markets;
• Report on flow revenue percentage, campaign revenue percentage, reactivation rate, and OTP-to-subscription conversion excluding subscription billing;
• Coordinate with CRO/dev and customer service on sign-off for flow language and chargeback communications.

• Experience in CRM/lifecycle marketing for DTC/ecommerce, ideally with a subscription-first brand;
• Strong customer psychology and copywriting skills;
• Ability to set a roadmap and prioritise testing while handling day-to-day execution;
• Deep proficiency in Klaviyo, including flows, segmentation, A/B testing, and reporting;
• Ability to delegate to and develop a CRM executive while maintaining attention to detail;
• Experience owning execution across multiple markets and languages;
• Data literacy and ability to adjust priorities based on revenue and retention reporting;
• Nice to have: Fluency in German, French, or Dutch.

• Remote in Europe;
• Contractor role with undetermined duration;
• Work alongside the founder and an embedded growth team;
• A CRM executive supports execution.