B2B Marketing Manager - Sports Activation

Epassi; Amsterdam; On-site; EUR 70,000 - 110,000; Full time

Job summary

Epassi is seeking a B2B Marketing Manager - Sports Activation based in Amsterdam. You will own the sports activation program end to end, building toolkits for Customer Success and creating automated onboarding journeys to drive subscription growth.

You will design lifecycle flows, plan campaigns, and track metrics to inform planning. The role requires 3–5+ years in B2B marketing, experience with marketing automation, and cross‑functional collaboration with CS and sales teams.

Qualifications

• 3–5+ years in B2B or B2B2C marketing, subscription or wellness experience preferred.
• Experience running activation or lifecycle campaigns end to end.
• Experience building marketing automation and lifecycle emails.
• Able to collaborate with Customer Success or Sales on campaigns.
• Bachelor's degree in marketing, communication or related field.

Responsibilities

• Own activation end to end—from HR-facing to employee-facing assets.
• Build CS toolkit and kick-off materials used by CS team.
• Design and maintain onboarding flows from sign-up to habit.
• Track activation and subscription metrics and feed insights to campaigns.
• Plan and run the campaign calendar around timely hooks.
• Maintain activation tracker and translate data into conversion insights.
• Test and iterate onboarding journeys based on data.
• Report activation rate and subscriptions monthly into the MBR cycle.

Skills

B2B marketing

Activation campaigns

Marketing automation

Lifecycle campaigns

Cross-functional collaboration

Education

Bachelor's degree in marketing/related field

Tools

HubSpot

LinkedIn Campaign Manager

Canva

Adobe Express

Job description

B2B Marketing Manager - Sports Activation

B2B Marketing Manager - Sports Activation to be based in Amsterdam.

Your mission at Epassi

You own the B2B2C activation of our sports benefit across our existing customer base. You build and run the campaigns, toolkits, and automated onboarding journeys that turn low sports activation into measurable subscription growth—working hand in hand with Customer Success on every client‑facing moment.

Your responsibilities will be:

• Own the always‑on sports activation programme end to end—from HR‑facing campaign angles to the employee‑facing assets that drive real usage.
• Build the toolkit Customer Success uses in every activation conversation, and own the kick‑off process so CS never opens a client conversation without the right materials.
• Design, build, and maintain the lifecycle flows that carry new sports subscribers from sign‑up to habit.
• Track activation and subscription metrics against the OKR and feed results back into campaign planning.

You'll be successful in this role if you:

• Drive a measurable increase in sports activation rates across low‑activation customer segments.
• Hit the net new sports subscription quarterly target under the Retain and Expand OKR.
• Deliver a CS toolkit and kick‑off process the team actually uses.
• Get onboarding automation running without manual intervention from marketing or CS.

What you will be doing (daily)

• Build and maintain CSM toolkits: talking points, scripts, digital flyers, posters.
• Plan and run the campaign calendar, using moments like Mental Health Week and World Wellbeing Week as hooks.
• Own the client kick‑off checklist for sports activation together with CS.
• Support the promo‑op‑locatie offer: branded materials, agency coordination, and the CS booking process.
• Maintain the shared activation tracker with CS and translate data into clear conversion insights.
• Design and build automated onboarding email flows for new sports subscribers.
• Work with Product and Ops to define trigger data (activation status, usage thresholds).
• Test and iterate onboarding journeys based on activation and engagement data.
• Report activation rate, net new subscriptions, and campaign performance monthly into the MBR cycle.

What you should bring

• 3‑5+ years in B2B or B2B2C marketing, ideally in subscription, benefits, wellness, or a platform business.
• Hands‑on experience running activation or lifecycle campaigns end to end—not just briefing agencies.
• Experience building or managing marketing automation and lifecycle email flows.
• Comfort working directly with Customer Success or Sales on shared campaigns.
• Bachelor's degree in marketing, communication, or a related field.
• Experience in the Dutch employee benefits, HR tech, or wellness market is a plus.

Your language profile

• Dutch: fluent, spoken and written (internal and HR‑facing communication).
• English: professional working proficiency (Epassi Group reporting).

Your track record

• Proven ability to own a number—activation rate, net new subscriptions—and course‑correct when off track.
• Track record of building working relationships with Customer Success rather than handing off campaigns.
• Experience writing for two audiences in the same campaign: the HR manager and the end employee.
• Organised enough to run a multi‑channel calendar without missing a deadline.

Your competency profile

• HubSpot or a comparable marketing automation and CRM platform.
• LinkedIn Campaign Manager.
• Basic design tools (Canva, Adobe Express, or similar) for producing assets independently.