CRM Growth & Personalization Lead

Decathlon Netherlands; Amsterdam; On-site; EUR 48,000 - 75,000; Full time

Job summary

Decathlon Netherlands is seeking a CRM marketing specialist to drive sustainable customer growth, strengthen brand loyalty, and maximize Customer Lifetime Value. You will own the relation strategy, turning casual shoppers into passionate community members through data-driven personalization and activation campaigns.

You will design omnichannel membership initiatives, optimize loyalty programs, and partner with commercial, retail, and digital teams to deliver a seamless online and in-store

Qualifications

• Proven experience in digital marketing, CRM campaign management and marketing automation.
• Strong data segmentation and customer analytics skills.
• Excellent written and spoken English; Dutch proficiency is a plus.

Responsibilities

• Define, plan, and execute the relational CRM calendar across email, SMS, push, and in-app messages.
• Deploy the activation roadmap for the Decathlon Membership and optimize the Earn & Burn points logic.
• Collaborate with commercial, retail, and digital product teams to ensure a seamless omnichannel member experience.
• Integrate sustainability milestones into the customer journey.
• Apply segmentation based on behavior, purchasing history, and sports preferences.
• Leverage AI-driven analytics to anticipate user behavior and reduce churn.
• Ensure GDPR compliance and local marketing consent rules.
• Track GMV growth, purchase frequency, active member rate, and campaign ROI.
• Conduct A/B testing and translate insights into actionable improvements.

Skills

CRM campaign management

Marketing automation

Digital marketing

Data segmentation

Customer analytics

English proficiency

Education

Marketing/Business analytics degree

Job description

Decathlon Netherlands is seeking a CRM marketing specialist to drive sustainable customer growth, strengthen brand loyalty, and maximize Customer Lifetime Value. You will own the relation strategy, turning casual shoppers into passionate community members through data-driven personalization and activation campaigns.

You will design omnichannel membership initiatives, optimize loyalty programs, and partner with commercial, retail, and digital teams to deliver a seamless online and in-store