Head of CRM – E-Commerce (m/w/d)

Job Description

Pammys has grown to more than 1.3 million customers in just a few years. Now, the focus is on turning this customer base into an even stronger engine for growth.
You will own our entire CRM and Retention Marketing function and develop it into a measurable, scalable growth channel. Your goal is clear: drive more repeat purchases, increase Customer Lifetime Value, and generate more profitable revenue from our existing customer base.
You will take full ownership of strategy, systems, campaigns, and automations, and continue to build and scale the function together with your team.
Retention & Lifecycle. You will develop the CRM strategy across the entire customer lifecycle, from the first purchase to the second and third purchase through to long-term customer retention. You will identify the biggest levers for repeat purchase rate, purchase frequency, and Customer Lifetime Value and turn them into concrete action.
Email & Automation. You will own our email communication and automated customer journeys end-to-end. Welcome flows, post-purchase journeys, cross-selling, reactivation, product launches, and other lifecycle journeys will be built, tested, and continuously optimized by you based on data.
Segmentation & Personalization. You will ensure that not every customer receives the same communication. You will develop intelligent segments based on purchasing behavior, products, activity, and customer value, making our communication more relevant and more profitable.
Testing & Performance. You will treat CRM like a performance channel. Subject lines, offers, send times, frequencies, content, and customer journeys will be systematically tested. You know the numbers behind your initiatives and can clearly quantify the incremental contribution margin generated through CRM.
Customer Insights. You will use our data to understand why customers come back, when they drop off, and which products trigger the next purchase. Together with Data, Marketing, and Product, you will translate these insights into concrete actions.
Internationalization. You will further develop our CRM playbook for new markets and ensure that automations, segments, and communication work in a locally relevant way without every country having to start from scratch.

Your mission

• Newsletters: Own strategy and execution, with a campaign calendar covering launches, seasonal moments, promotions and relevant customer content.
• Klaviyo: Manage campaigns, audiences, segments, templates, scheduling, quality checks and reporting — and troubleshoot directly in the platform.
• Email content: Partner with Content, Design and Marketing on compelling subject lines, messaging, product presentations and calls to action.
• Automated flows: Build and optimize welcome, abandoned checkout, post-purchase, cross-selling and win-back journeys, including timing, content and targeting.
• Segmentation: Target customers by purchase history, product interests, engagement and value, balancing relevance, reach and sending frequency.
• Testing & performance: Test subject lines, content, offers, layouts and timing. Measure conversion, revenue per recipient, repeat purchases, profitability and incremental impact.
• Deliverability: Monitor deliverability, engagement, unsubscribes and list health to support sustainable channel growth.
• Leadership & internationalization: Set priorities, develop your team, improve campaign processes and adapt newsletters and flows for international markets.

Your profile

• • • Several years of CRM or email marketing experience in D2C or e-commerce, including newsletter and promotional campaign ownership.
    • Extensive hands-on Klaviyo experience: independently building campaigns, segments and automated flows, and analyzing results.
    • Proven, measurable improvements in email conversion, newsletter revenue and repeat purchase rate.
    • Strong commercial and editorial judgment, turning products, launches and offers into emails that convert.
    • Solid understanding of deliverability, list hygiene, engagement management and sending frequency.
    • Strong analytical skills across campaign reporting, customer cohorts, attribution and contribution margin.
    • A structured testing approach: develop hypotheses, evaluate results and scale successful improvements.
    • Leadership experience with a hands-on mentality, staying close to campaign execution and the details inside Klaviyo.

Why us?

• Fully Remote: Work remotely in a leadership role with full ownership of CRM and retention.
• A Customer Base with Real Potential: With over 1.5 million customers, Pammys gives you the scale to turn segmentation, lifecycle journeys and personalization into measurable growth.
• End-to-End Ownership: Shape the strategy, systems, campaigns and automations across CRM. You own the priorities and drive execution together with your team.
• Measurable Business Impact: See your work translate into more repeat purchases, higher Customer Lifetime Value and incremental contribution margin.
• Shape Your Team and Tools: Help build the team, select the right tools and define how the CRM function operates as we scale.
• International Perspective: Develop lifecycle strategies for new markets and help shape the international growth of a footwear brand.
• Personal and Professional Development: Grow with Pammys, expand your leadership skills and tackle increasingly complex challenges as the business develops.
• Free Pammys Shoes: One pair of shoes per launch — so you can experience the products behind your campaigns yourself.

About us

Join our Team! Pammys is the fastest-growing footwear brand in Europe.

With more than 1 million delighted customers in our first three years, we’ve proven how quickly a brand can gain momentum when vision, team and execution come together perfectly.

And we’re just getting started.

With locations in Kiel, Hamburg, and our own 11,500 m² logistics center in Lensahn, we’ve built an infrastructure designed for extreme growth. Our team of over 100 passionate marketing minds, tech talents, creatives, operators and logistics heroes works every day to establish Pammys as a leading fashion & comfort brand worldwide.

With our team and a current mid eight-figure annual revenue, we’re entering our next major growth phase — with a clear goal to scale to mid nine-figure revenue in the coming years.

Our mission is clear:
We’re building a global brand that redefines style, comfort and modern aesthetics — and creates products people truly feel.

We move fast.
We think big.
We experiment, test, scale and deliver.

There’s always momentum here. Something is happening every single day.

If you want to be part of a company that’s still shaping its global footprint — welcome to the Pammyversum!

We’re looking for ambitious, creative, smart team players who share our vision and are ready to reach the next stage together.

This is your moment.
Join our team!