Hybrid B2B CRM Marketeer: Lifecycle & Growth

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

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.