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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.