CRM Manager

Mother's Earth; Netherlands; Remote; EUR 83,000 - 152,000; Full time

Job summary

Mother's Earth is seeking a CRM and retention leader to own lifecycle marketing across four stores: Worldwide, Netherlands, DACH, and France. You will design and execute flows in Klaviyo, focusing on reactivation, win-back, and cadence-based engagement to improve subscriber LTV.

You'll translate deep market research into messaging and tests, write copy, and guide a CRM exec in day-to-day execution while hands-on when necessary. This is a remote Europe role with contractor terms.

Qualifications

• CRM/lifecycle marketing experience in DTC/ecommerce, ideally with a subscription-first brand.
• Strong copywriting and understanding of customer psychology to influence belief and churn.
• Strategic while comfortable with day-to-day details and execution.
• Deep Klaviyo proficiency: flows, segmentation, A/B testing, and reporting.
• Ability to own execution across multiple markets and languages at once.
• Fluency in German, French or Dutch is a plus.

Responsibilities

• Own the CRM and retention roadmap across four stores (Worldwide, Netherlands, DACH, France), prioritising flows and tests that move subscriber LTV and reactivation.
• Build and lead reactivation strategy for lapsed subscribers and one-time buyers: win-back, cancel/save, and cadence-based engagement.
• Design and test the full lifecycle suite in Klaviyo: welcome, post-purchase, replenishment, cancel/save, chargeback recovery, and browse/checkout abandonment.
• Shape messaging, subject lines, and proof points by segment and market using existing need-state research.
• Write or closely direct the copy yourself; own the voice with no dedicated copywriter.
• Lead segmentation and testing strategy, delegating build, QA, and reporting to a CRM exec.
• Maintain high quality across all sends with discount codes, exclusions, and device checks; coordinate with teams for sign-off.
• Keep branding and scent-specific messaging consistent as campaigns evolve per store.
• Report on core CRM KPIs: flow revenue, campaign revenue, reactivation rate, and OTP-to-subscription conversion.

Skills

CRM strategy

Copywriting

Segmentation

AB testing

Reporting

Multi-market ownership

Multilingual (DE/FR/NL)

Tools

Klaviyo

Job description

Mother's Earth is a fast-growing, subscription-first DTC brand selling laundry sheets, dishwasher sheets, scent beads, and household cleaning products across four live markets: Netherlands, DACH, France, and Worldwide.

This is a newly created role built around a clear mandate: grow retention and lifetime value through smarter lifecycle marketing. Subscription is the core of the business, and the next stage of growth comes from reactivating subscribers and one-time buyers who've drifted, not just acquiring new ones.

You won't be starting from scratch. The team has already done deep customer psychology work across every market – documented need states (health and safety, eco, performance, convenience, scent), the specific beliefs that need to land before a customer trusts the brand, and what actually drives reactivation versus quiet churn. Your job is to turn that into lifecycle messaging and workflows that convert it into retention.

This role is equal parts strategic and hands-on. You'll set the retention roadmap and testing priorities, and you'll have a CRM exec to lean on for day-to-day execution and QA – but you'll still be building and testing flows yourself when it matters.

What You'll Do

• Own the CRM and retention roadmap across all four stores (Worldwide, Netherlands, DACH, France), prioritising the workflows and tests that move subscriber LTV and reactivation
• Build and lead reactivation strategy for both lapsed subscribers and one-time buyers: win-back flows, cancel/save flows, and cadence-based re-engagement
• Design and test the full lifecycle suite in Klaviyo: welcome series, post-purchase, replenishment, cancel/save, chargeback recovery, and browse/checkout abandonment
• Use the existing need-state and belief research (health and safety, eco, performance, convenience, scent) to shape messaging, subject lines, and proof points by segment and market
• Write or closely direct the copy yourself – strong instincts for customer psychology and language are essential, there's no dedicated copywriter on this so you own the voice
• Lead segmentation and testing strategy, delegating build, QA, and reporting to a CRM exec who supports you day to day
• Keep quality high across every send – discount codes, segment exclusions, and mobile/desktop checks – with the CRM exec handling first-line QA
• Keep branding, tone, and scent-specific messaging consistent across markets as themes and campaigns evolve per store
• Report against core CRM KPIs: flow revenue %, campaign revenue %, reactivation rate, and OTP-to-subscription conversion (excluding subscription billing)
• Coordinate closely with CRO/dev and customer service on sign-off for flow language and chargeback communications

What We're Looking For

• CRM/lifecycle marketing experience in DTC/ecommerce, ideally with a subscription-first brand, and comfortable owning retention and reactivation strategy end to end
• Genuine strength in customer psychology and copywriting – you can read what's driving belief, doubt, or churn in a segment and write (or brief) messaging that lands
• Strategic enough to set the roadmap and prioritise testing, but happy being in the day-to-day detail, not just directing from above
• Deep Klaviyo proficiency: flows, segmentation, A/B testing, and reporting
• Comfortable delegating to and developing a CRM exec, without losing sight of the details that matter
• Comfortable owning execution across multiple markets and languages at once (Worldwide, Netherlands, DACH, France)
• Data-literate: comfortable reading revenue and retention reporting and adjusting priorities off the back of it
• Fluency in either German, French or Dutch is an important plus.

The Deal

• Remote in Europe
• Contractor role, undetermined, working alongside the founder and an embedded growth team
• A CRM exec in place to support execution, so you're not doing this solo