CRM & Lifecycle Manager (Netherlands Remote)

Pet Media Group; Amsterdam; Hybrid; EUR 70,000 - 110,000; Full time

Benefits offered by this job

Direct access to founders and country/

Competitive compensation

A profitable, growing business

Diverse team of 100+ colleagues

Job summary

Pet Media Group is seeking a hands-on CRM & Lifecycle Manager to own the customer journeys across multiple markets. You’ll design journeys across email, push, in-app and SMS, turning data into action and automating repetitive processes.

You’ll work with AI to test personalization and scale reusable workflows as the group grows. You’ll collaborate with product, data, engineering and marketing, and you’ll be fluent in English with proven experience building campaigns that move metrics.

Qualifications

• 4+ years in CRM or lifecycle marketing with campaigns moved a metric you can name.
• Hands-on experience with Customer.io or Braze/Iterable/Klaviyo, including segmentation logic, events and journeys.

Responsibilities

• Own the customer lifecycle across channels (email, push, in-app, SMS).
• Turn data into actionable experiences.
• Automate repetitive CRM processes into scalable workflows.
• Test personalization using AI and measure results.
• Build reusable journeys for new markets as the group grows.
• Collaborate with product, data, engineering and marketing on the customer experience.

Skills

CRM/Lifecycle marketing

Customer.io/Braze/Iterable/Klaviyo

AI tools (Claude/ChatGPT)

English fluency (written)

Own CRM as team of one

HTML/Liquid for emails

SQL / data warehousing

Marketing automation beyond CRM

CRM platform migration

Two-sided marketplace experience

Tools

Customer.io

Braze

Iterable

Klaviyo

Job description

Location: within European time zones.

About Pet Media Group

Pet Media Group (PMG) acquires, launches and develops leading pet and equestrian marketplaces around the world. We operate eight brands across seven markets in the UK, US, Germany, Sweden, the Netherlands, Italy and Spain. Every year, 1.7 million pets and horses find a new home through our platforms, and our flagship platforms include Pets4Homes.co.uk, Deine-Tierwelt.de and Lancasterpuppies.com.

The pet rehoming experience has remained largely unchanged for decades. At PMG, we're on a mission to transform it by making it more trusted, safe and convenient through technology. We're a driven, ambitious team with a track record of building unicorns, backed by investors such as Verdane. We've been profitable since our first year, so we don't rely on investor capital to grow.

The opportunity

CLM is changing, and we want to rethink what it looks like when AI, automation and customer data sit at the heart of how we work. Our CRM covers email, push, in app and SMS for buyers and breeders across our marketplaces, with more markets joining as the group grows.

As our CRM & Lifecycle Manager, you'll own key parts of the customer lifecycle with our Head of CLM, across strategy, data, automation and execution. You'll spot where engagement can improve, design new journeys and experiments, and build the workflows that bring them to life.

You'll also help shape how the CLM itself works. Successful experiments become repeatable systems, and work that doesn't need a person gets automated.

Your edge is building fast and measuring everything. You use AI daily for research, analysis, segmentation, copy, personalisation and testing, so running several markets does not mean several times the work.

What you will do

• Own the customer lifecycle. Design journeys for buyers and breeders that respond to what they do, across email, push, in app and SMS.

• Turn data into action. Dig into behavioural data, spot opportunities and turn them into relevant experiences.

• Automate the repetitive. Turn manual CRM processes into automated workflows, so time goes to higher value work.

• Test what AI makes possible. Experiment with personalisation, content and segmentation, measure the results and take what works into production.

• Build for scale. Create reusable journeys and processes, ready for new markets as the group grows.

• Work across the business. Partner with product, data, engineering and marketing on the customer experience and the infrastructure behind it.

Requirements

Must have experience

• 4 or more years in CRM or lifecycle marketing, preferably in house, with campaigns you personally built that moved a metric you can name. Marketplace, consumer app or ecommerce experience is a strong plus.

• Hands on experience in Customer.io or a comparable platform such as Braze, Iterable or Klaviyo. You're comfortable with segmentation logic, events, attributes and journeys that branch.

• A habit of measuring. You set up tests properly, read results critically and sanity check a number before anyone else does.

• Daily, active use of AI tools such as Claude or ChatGPT for building, copy, QA, localisation and workflow automation. You have a clear view of what to automate and what stays human.

• Fluent English, written to a standard that needs no editing before it reaches a customer.

• Able to own CRM as a team of one when needed: briefing agencies and freelancers, holding them to account, and saying "not this week" to requests with a clear reason.

Preferable experience

• HTML and Liquid for email templates.

• SQL, or working with a data warehouse and product analytics.

• Marketing automation beyond the CRM, such as webhooks or tools like n8n.

• A CRM platform migration.

• A two sided or reputation exposed marketplace, such as pets, dating, fintech or the gig economy.

You will thrive here if you

• Have the mindset of a hands on builder rather than a delegator.

• Believe process serves outcomes, not the other way around.

• Value clarity, candour and collaboration.

• Take a roadmap and run with it, without needing daily direction.

• Are curious beyond CLM and happy to pick up other marketing projects.

• Are excited by the challenge of scaling one of Europe's most impactful consumer marketplaces.

What we offer

• Direct access to founders and country leads.

• A profitable, growing business rather than a slide deck.

• A diverse team of more than 100 colleagues across the world.

• Competitive compensation.