CRM Manager

Role Overview

Mother's Earth is a fast-growing, subscription-first DTC brand selling laundry sheets, dishwasher sheets, scent beads, and household cleaning products across four live markets: Netherlands, DACH, France, and Worldwide.

This is a newly created role built around a clear mandate: grow retention and lifetime value through smarter lifecycle marketing. Subscription is the core of the business, and the next stage of growth comes from reactivating subscribers and one-time buyers who've drifted, not just acquiring new ones.

You won't be starting from scratch. The team has already done deep customer psychology work across every market – documented need states (health and safety, eco, performance, convenience, scent), the specific beliefs that need to land before a customer trusts the brand, and what actually drives reactivation versus quiet churn. Your job is to turn that into lifecycle messaging and workflows that convert it into retention.

This role is equal parts strategic and hands-on. You'll set the retention roadmap and testing priorities, and you'll have a CRM exec to lean on for day-to-day execution and QA – but you'll still be building and testing flows yourself when it matters.

What You'll Do

• Own the CRM and retention roadmap across all four stores (Worldwide, Netherlands, DACH, France), prioritising the workflows and tests that move subscriber LTV and reactivation

• Build and lead reactivation strategy for both lapsed subscribers and one-time buyers: win-back flows, cancel/save flows, and cadence-based re-engagement

• Design and test the full lifecycle suite in Klaviyo: welcome series, post-purchase, replenishment, cancel/save, chargeback recovery, and browse/checkout abandonment

• Use the existing need-state and belief research (health and safety, eco, performance, convenience, scent) to shape messaging, subject lines, and proof points by segment and market

• Write or closely direct the copy yourself – strong instincts for customer psychology and language are essential, there's no dedicated copywriter on this so you own the voice

• Lead segmentation and testing strategy, delegating build, QA, and reporting to a CRM exec who supports you day to day

• Keep quality high across every send – discount codes, segment exclusions, and mobile/desktop checks – with the CRM exec handling first-line QA

• Keep branding, tone, and scent-specific messaging consistent across markets as themes and campaigns evolve per store

• Report against core CRM KPIs: flow revenue %, campaign revenue %, reactivation rate, and OTP-to-subscription conversion (excluding subscription billing)

• Coordinate closely with CRO/dev and customer service on sign-off for flow language and chargeback communications

What We're Looking For

• CRM/lifecycle marketing experience in DTC/ecommerce, ideally with a subscription-first brand, and comfortable owning retention and reactivation strategy end to end

• Genuine strength in customer psychology and copywriting – you can read what's driving belief, doubt, or churn in a segment and write (or brief) messaging that lands

• Strategic enough to set the roadmap and prioritise testing, but happy being in the day-to-day detail, not just directing from above

• Deep Klaviyo proficiency: flows, segmentation, A/B testing, and reporting

• Comfortable delegating to and developing a CRM exec, without losing sight of the details that matter

• Comfortable owning execution across multiple markets and languages at once (Worldwide, Netherlands, DACH, France)

• Data-literate: comfortable reading revenue and retention reporting and adjusting priorities off the back of it

• Fluency in either German, French or Dutch is an important plus.

The Deal

• Remote in Europe

• Contractor role, undetermined, working alongside the founder and an embedded growth team

• A CRM exec in place to support execution, so you're not doing this solo