crm marketing manager

Patagonia is an outdoor apparel company founded in 1973. It uses its business, investments, voice, and imagination to help protect the planet. The company is a registered B Corporation, a founding member of 1% for the Planet, and supports grassroots environmental groups through grants and in-kind donations.

• Shape the regional CRM strategy in alignment with global brand values and regional customer insights;
• Lead acquisition, engagement, and retention strategies across DTC channels, including eCommerce and retail;
• Oversee the customer data roadmap and enable the business to use customer data;
• Champion customer-centric decision-making and partner with Analytics and Consumer Insights teams to understand customer behavior and business impact;
• Guide platform and vendor selection and integration for CRM, digital media, and email tools;
• Ensure capabilities, tools, and processes support customer engagement objectives and evolving business needs;
• Lead the digital marketing strategy supporting eCommerce growth;
• Oversee performance marketing across paid and organic media to support revenue and traffic goals;
• Own campaign planning for eCommerce moments, product launches, seasonal priorities, and key commercial initiatives;
• Support forecasting, budget planning, and investment decisions to maximize marketing effectiveness and ROI;
• Partner with the eCommerce Channel Manager on plans that support the long-term health of the business;
• Collaborate with eCommerce and media stakeholders to ensure consistent campaign execution;
• Act as the key CRM and digital subject matter expert in EMEA;
• Liaise with Global Customer Insights, Brand Marketing, and eCommerce leaders to co-create regional initiatives and shape global implementation plans;
• Lead the EMEA digital marketing and CRM team through subordinate team leads;
• Foster collaboration, accountability, and continuous improvement;
• Ensure budget allocation supports channel growth, team development, and platform innovation.

• At least 5 years of experience in digital marketing, with expertise in CRM, customer lifecycle management, and e-commerce;
• Proven experience managing and optimizing multi-channel campaigns across email, web, paid media, and customer retention channels;
• Experience working across multiple European markets, including localization, customer behavior, and market-specific requirements;
• Strong analytical skills and the ability to turn data and customer insights into actionable marketing strategies;
• Experience with marketing attribution tools and data-informed decision-making;
• Experience with CRM and marketing automation platforms;
• Customer-centric mindset with a focus on personalized and seamless customer experiences;
• Strong project management and stakeholder management skills;
• Ability to collaborate across marketing, commercial, product, and technology teams;
• Commercial awareness and a results-driven approach focused on measurable business outcomes;
• Inclusive mindset that values diversity of thought, background, and experience;
• Strong communication skills and the ability to influence stakeholders across functions and cultures;
• In-depth expertise in CRM, retention, and lifecycle marketing;
• In-depth expertise and technical understanding of marketing systems and customer data;
• In-depth expertise in performance marketing principles and media planning for revenue targets;
• Advanced understanding of attribution, incrementality testing, and media effectiveness analysis;
• Full understanding of leadership and team development across CRM and retention functions;
• Full understanding of cross-functional alignment;
• Fluent English;
• Strong connection to Patagonia’s purpose;
• Nice to have: additional European languages.

• Hybrid work model with work from home for a maximum of 3 days per week;
• The position is based in Amsterdam.