CRM & Retention Lead: Lifecycle & Klaviyo

ThePlaceToBe; Nederland; On-site; EUR 60,000 - 90,000; Full time

Job summary

ThePlaceToBe is seeking a hands-on CRM & Retention Manager to lead lifecycle strategy across international markets. You will own the CRM roadmap, build and optimise flows in Klaviyo, run reactivation campaigns and drive customer lifetime value with data-driven messaging.

You'll mentor a CRM Executive, collaborate with Growth and Customer Service teams, and adapt messaging for different audiences across markets.

Qualifications

• Strong experience in CRM, lifecycle or retention marketing within a DTC or ecommerce business, ideally with a subscription-first model.
• Advanced Klaviyo experience, including building complex flows, segmentation, A/B testing and performance reporting.
• A proven track record of improving retention, reactivation, repeat purchase and customer lifetime value through effective CRM strategies.
• Excellent copywriting skills and a strong understanding of customer psychology, with the ability to turn customer insights into messaging that converts.
• Experience managing or mentoring others and delivering CRM activity across multiple markets.

Responsibilities

• Own and develop the CRM and retention strategy across international markets, prioritising activity that drives subscriber retention, reactivation and customer lifetime value.
• Build and optimise lifecycle journeys in Klaviyo, including welcome, post-purchase, replenishment, win-back, cancel/save and abandoned basket flows.
• Lead reactivation strategies for lapsed subscribers and one‑time purchasers, using customer insight and behavioural data to improve conversion and repeat purchase.
• Develop compelling lifecycle messaging, segmentation and testing strategies, using customer psychology and copywriting to influence purchasing decisions and build trust.
• Lead and support a CRM Executive, overseeing execution, testing and reporting while working closely with Growth, CRO, Development and Customer Service teams.

Skills

CRM strategy

Lifecycle marketing

Retention marketing

Customer segmentation

Copywriting

Mentoring

Multi-market

Tools

Klaviyo

Job description

ThePlaceToBe is seeking a hands-on CRM & Retention Manager to lead lifecycle strategy across international markets. You will own the CRM roadmap, build and optimise flows in Klaviyo, run reactivation campaigns and drive customer lifetime value with data-driven messaging.

You'll mentor a CRM Executive, collaborate with Growth and Customer Service teams, and adapt messaging for different audiences across markets.