CRM Marketeer

Viking Nederland; Venlo; Hybrid; EUR 45,000 - 65,000; Full time

Benefits offered by this job

Annual leave 36 days

Hybrid 60/40 work model

Pension plan

Job summary

Viking is seeking a data-driven CRM Marketeer to own the B2B e-commerce customer lifecycle strategy. You will design, implement, and optimize CRM initiatives that drive acquisition, engagement, retention, and reactivation, delivering measurable value for customers and the business.

You will work with Customer Marketing, Marketing Automation, and E-Merchandising to connect CRM insights to broader goals, leveraging behavior, product performance, and assortment dynamics for personalized campaigns.

Qualifications

• Bachelor’s or Master’s degree in Marketing, Business, Data Analytics, or related field.
• 3–7 years of experience in CRM, lifecycle marketing, or retention marketing.
• Strong experience with data-driven segmentation, RFM modeling, and CLV analysis.
• Deep understanding of customer behavior, market dynamics, category penetration, and assortment performance.
• Proficiency with CRM and marketing automation tools (preferably Salesforce Marketing Cloud).
• Analytical mindset with ability to interpret data into growth strategies.
• Collaborating with cross-functional teams in a fast-paced environment.
• Excellent communication and stakeholder management skills.

Responsibilities

• Develop and execute CRM strategies across the full Customer Lifecycle (CLC) to support Recruitment, Retention, and Reactivation.
• Build and optimize target audience selections and customer segmentations using behavioral, transactional, and demographic data.
• Apply RFM (Recency, Frequency, Monetary value) modeling to identify customer value tiers and tailor campaign strategies.
• Monitor and improve Customer Lifetime Value (CLV) through targeted engagement and retention initiatives.
• Analyze category penetration and assortment performance to drive relevant product recommendations and cross-sell opportunities.
• Design, execute, and optimize automated, personalized campaigns across all channels (online, offline mail, print, voice).
• Collaborate with Customer Marketing, Marketing Automation, and E-Merchandising to align CRM with brand and goals.
• Initiate A/B testing and performance analysis to optimize targeting, messaging, and timing.
• Translate data insights into actionable marketing strategies that improve engagement and revenue.

Skills

CRM experience

Lifecycle marketing

Retention marketing

Data-driven segmentation

RFM modeling

CLV analysis

SQL

Power BI/Tableau/Looker

Marketing automation

Communication skills

Education

Bachelor's/Master's in Marketing/Business/Data Analytics

Tools

Salesforce Marketing Cloud

Power BI

Tableau

Looker

SQL tooling

Job description

CRM Marketeer

Job Description

CRM Marketeer

Location: Venlo (Hybrid – 60% office / 40% home)

Company: Viking

Employment: Full-time or Part-time (0.8–1.0 FTE)

About Viking

Viking is an international omnichannel retailer that helps businesses create workplaces that truly matter. For decades, our passion for great workplaces has inspired the way we work, think, and serve our customers, from the world’s largest enterprises to the smallest start-ups.

We are part of the RAJA Group, Europe’s leading distributor of office supplies and workplace solutions. With decades of expertise, a shared vision, and a clear strategy, we continue to grow by combining our strong heritage with an eye firmly on the future.

At Viking, you will work in an international, diverse, and collaborative environment with colleagues from dozens of nationalities. We believe that serious work and having fun can go hand in hand. You will have the freedom to shape your role, explore new ideas, and develop yourself both professionally and personally.

About The Role

We’re looking for a data-driven, strategic, and commercially minded CRM Marketeer to take ownership of our B2B e-commerce customer lifecycle strategy.

As a CRM Marketeer, you will design, implement, and optimize CRM initiatives that drive acquisition, engagement, retention, and reactivation — ensuring every campaign adds measurable value to both our customers and the business.

You will work cross-functionally with the Customer Marketing, Marketing Automation, and E-Merchandising teams to connect CRM insights to broader marketing and commercial goals. Your understanding of customer behavior, product performance, and assortment dynamics will help you initiate impactful, personalized campaigns that improve loyalty and lifetime value.

What You Will Do

• Develop and execute CRM strategies across the full Customer Lifecycle (CLC) to support Recruitment, Retention, and Reactivation (RRR) objectives.
• Build and optimize target audience selections and customer segmentations using behavioral, transactional, and demographic data.
• Apply RFM (Recency, Frequency, Monetary value) modeling to identify customer value tiers and tailor campaign strategies.
• Monitor and improve Customer Lifetime Value (CLV) through targeted engagement and retention initiatives.
• Analyze category penetration and assortment performance to drive relevant product recommendations and cross-sell opportunities.
• Design, execute, and optimize automated, personalized campaigns across all channels (online, offline mail, print, voice).
• Collaborate with:
• Customer Marketing to ensure CRM aligns with brand and campaign activities.
• Marketing Automation to enhance workflows, triggers, and personalization logic.
• E-Merchandising to synchronize product visibility and category focus across channels.
• Initiate A/B testing and performance analysis to optimize targeting, messaging, and timing.
• Translate data insights into actionable marketing strategies that improve engagement and revenue.

Required Knowledge

• Bachelor’s or Master’s degree in Marketing, Business, Data Analytics, or a related field.
• 3–7 years of experience in CRM, lifecycle marketing, or retention marketing, ideally in B2B e-commerce.
• Strong experience with data-driven segmentation, RFM modeling, and CLV analysis.
• Deep understanding of customer behavior, market dynamics, category penetration, and assortment performance.
• Proficiency with CRM and marketing automation tools (preferably Salesforce Marketing Cloud).
• Analytical mindset with proven ability to interpret data and translate it into actionable growth strategies.
• Comfortable collaborating with cross-functional teams in a fast-paced, performance-driven environment.
• Excellent communication and stakeholder management skills.

Required Skills

• Experience with SQL, data visualization (Power BI, Tableau, Looker), or advanced analytics tools.
• Familiarity with loyalty programs, predictive modeling, or churn prevention strategies.
• Strong understanding of marketing automation logic, customer lifecycle mapping, and journey orchestration.

What We Offer

• Competitive salary
• 36 days of annual leave (based on a 40-hour workweek).
• Flexible working hours and a hybrid setup (60% office / 40% home), plus a home-working allowance.
• An attractive pension plan with a generous employer contribution.
• A Lease-a-Bike scheme with tax benefits.
• Access to an on-site company restaurant and coffee corner.
• Unlimited online learning opportunities through the GoodHabitz platform.
• Exclusive discounts on products, insurance, sports memberships, and more.
• And of course, a great workplace within a dynamic organization with an informal and friendly atmosphere.

Are you enthusiastic and ready for a new challenge?

Contact Merle van Kruisbergen (HR Advisor) via email at: [e-mail]

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