Lifecycle CRM Manager: Retention & Reactivation

PLP Group; Netherlands; Remote; EUR 70,000 - 110,000; Full time

Job summary

Mother's Earth is a fast-growing, subscription-first DTC brand. This role owns retention and lifetime value, turning need-state insights into lifecycle messaging and workflows.

You will set the retention roadmap and testing priorities with a CRM exec for day-to-day execution, while building and testing flows yourself where it matters. The position covers Worldwide, Netherlands, DACH, and France, with remote in-house work alongside a growth team.

Qualifications

• Experience in CRM/lifecycle marketing for DTC/ecommerce, preferably subscription-first.
• Strong copywriting and customer psychology to land beliefs and reduce churn.
• Strategic with hands-on execution and ability to manage multiple markets and languages.
• Deep Klaviyo proficiency: flows, segmentation, A/B testing, reporting.

Responsibilities

• Own the CRM and retention roadmap across all stores.
• Build reactivation strategies for lapsed subscribers and one-time buyers.
• Design and test lifecycle emails: welcome, post-purchase, replenishment, abandonment.
• Shape messaging using need-state research by segment and market.

Job description

Mother's Earth is a fast-growing, subscription-first DTC brand. This role owns retention and lifetime value, turning need-state insights into lifecycle messaging and workflows.

You will set the retention roadmap and testing priorities with a CRM exec for day-to-day execution, while building and testing flows yourself where it matters. The position covers Worldwide, Netherlands, DACH, and France, with remote in-house work alongside a growth team.