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About the Role

You will lead the CRM & Retention channel, encompassing E-Mail, WhatsApp, and Loyalty, contributing approximately one-third of our revenue. You will report directly to our Chief Brand Growth Officer and are responsible for building the flow architecture, establishing retention strategies, fostering a testing culture, managing the CRM agency, and leading your own team.

Responsibilities

• Take full ownership of the CRM & Retention channel (E-Mail, WhatsApp, Loyalty), contributing approximately one-third of our revenue, and report directly to our Chief Brand Growth Officer.
• Build the Flow Architecture (Post-Purchase, Second-Order, Winback, Subscription) with measurable revenue uplift, moving beyond basic abandonment mechanics.
• Establish Retention Steering based on Added Value per cohort (30/60 days), repeat purchase rates, and subscription churn, analyzed by market, channel, and entry product.
• Anchor a testing and incrementality culture within the team, conducting one A/B or Holdout test per week, including documented learnings and rollout decisions.
• Provide strategic and technical direction to our CRM agency based on your own strategy and segmentation logic, ensuring all recommendations are data-measured.
• Build and lead the CRM team (Senior E-Mail Marketing Manager, Lead Retention Manager), including final selection in ongoing hiring.

Requirements

• Minimum of 6 years of CRM, Retention, or Lifecycle experience in a D2C or E-commerce environment.
• At least 2-3 years in a Head of role or equivalent leadership position with disciplinary team responsibility.
• Proficient in Klaviyo at a professional level, including flow architectures, segmentation, A/B testing, and deliverability.
• Experience with the Shopify stack is mandatory.
• Familiarity with cohort analysis, CLV modeling, repeat rate logic, and incrementality testing (Holdout designs).
• Experience managing subscription and loyalty models, as well as providing technical leadership to agencies and service providers.
• AI-native approach: experience building and utilizing own skills, prompts, and automations in LLM tools (e.g., Claude) for briefings, reporting, copy, and repetitive processes.
• Possess a hands-on player-coach mentality.
• Communicate with clarity in native-level German and fluent English.
• Ability to convince management and agencies with data-driven arguments.

Skills

• CRM
• Retention Marketing
• Lifecycle Marketing
• E-mail Marketing
• WhatsApp Marketing
• Loyalty Programs
• Flow Architecture
• Retention Strategy
• Agency Management
• Team Leadership
• A/B Testing
• Incrementality Testing
• Klaviyo
• Shopify
• Cohort Analysis
• CLV Modeling
• Subscription Models
• Loyalty Models
• LLM Tools (Claude/ChatGPT)
• Data Analysis
• Communication

Location

• Hybrid

Work Type

• Hybrid
• Full-time

Experience Level

• 6+ years CRM, Retention, or Lifecycle experience
• 2-3 years leadership experience

Benefits

• 28 days of vacation (additional days possible)
• Baden-Württemberg public holidays and Berlin International Women's Day
• Hybrid work model with at least 2 days per week in the office
• Attractive bonus system in addition to fixed salary
• Access to nilo.health for mental fitness and prevention
• Urban Sports Club membership
• Company pension plan subsidy
• Personal professional development budget
• Job bike, company car, or subsidized Deutschlandticket
• Discounted Rosental products
• Other discounts and benefits
• Additional benefits in our Karmaclub

About the Company

• Rosental is a team of over 60 employees focused on holistically healing customer skin concerns with innovative products that combine natural ingredients with modern science and promote sustainable well-being.
• We are innovators in the beauty world, building a brand that others look to.
• We operate on a 'Road to 100 Mio.' revenue goal, where every role is key.
• We are data-driven, make fact-based decisions, and foster a high-performance culture with genuine ownership, speed, and development opportunities.