Head of CRM (gn)

Job description

More Nutrition is the #1 better-for-you nutrition brand in Germany and one of the fastest-growing brands in Europe, delivering **50%+ YoY growth** and serving more than **2 million active DTC customers**. We are on a clear trajectory to become a **€1Bn brand by 2027**. Our growth has been built on a best-in-class influencer-led DTC model and a highly effective new customer acquisition engine. Our next major growth opportunity is **retention**: today, we lose around 36% of active customers year over year. Our ambition is to significantly reduce churn and unlock the full potential of customer lifetime value across DACH and international markets. We are looking for a **Head of CRM** **(gn)** to own and evolve CRM into a key **revenue, retention, and customer lifetime value driver** across DACH and international markets. You will build and scale a best-in-class retention model, moving CRM from campaign-led execution toward **data-driven, personalized lifecycle management at scale** and establishing CRM as a core commercial growth engine for More Nutrition. ### **Your Mission** - You define and own the **CRM & lifecycle strategy** across DACH and international markets, with a clear focus on retention, repeat purchase, and CLV. - You build and scale **automated, personalized customer journeys** across welcome, post-purchase, replenishment, reactivation, and win-back. - You own the **CRM KPI framework and performance roadmap**, translating data and customer insights into clear priorities and measurable business impact. - You establish a strong **testing and experimentation culture**, using A/B testing and incrementality to continuously improve CRM performance. - You expand CRM beyond email into **SMS, RCS, and future channels**, creating consistent and orchestrated customer experiences. - You lead and develop the **CRM team across DACH and international markets**, providing clear structures, priorities, and mentorship. - You partner closely with **eCommerce, Performance Marketing, Brand, Product, and International teams** to embed CRM into promotion planning, product launches, and market expansion. - You act as the **CRM voice in commercial decision-making** and continuously raise CRM maturity across the organization. ### Your Qualifications - You bring **6+ years of experience** in CRM or lifecycle marketing within DTC or eCommerce, including relevant leadership experience. - You have a proven track record of building and scaling **CRM and lifecycle strategies that drive retention, revenue, and CLV**. - You bring deep expertise in **customer lifecycle management, segmentation, personalization, and customer behavior analytics**. - You have strong hands-on experience with **Klaviyo or similar CRM platforms**, including automation, testing, and performance optimization. - You have experience scaling CRM across **multiple markets** and adapting strategies to different customer behaviors and market needs. - You bring strong **leadership and people development skills** and know how to build and develop high-performing teams. - You combine an **analytical, structured, and commercially driven mindset** with a strong bias toward execution. - You are **fluent in German and English**; experience with multi-channel CRM across email, SMS, or similar channels is a plus. ### Why choose us? Being part of our team means joining a high-performing company with a diverse and inclusive culture. In our fast-growing team of over 1,200 employees, we combine our passion for sports nutrition, supplements, and healthy foods with cutting-edge technology, production, and logistics processes. All of this serves one goal: providing our customers with top-quality products to support their healthy and active lifestyle. You can look forward to a strong sense of team spirit, ongoing opportunities for professional growth and responsibility, and an exciting work environment that blends lifestyle and career. With locations in Hamburg, Elmshorn, Kaltenkirchen/Nützen, and Elsdorf, TQG offers diverse career opportunities in areas such as technology, product development, sales, marketing, and logistics. Additionally, you’ll benefit from: - Flexible working hours and remote work options - Attractive employee discounts - Subsidy for the E-gym Wellpass - Workation - Corporate benefits - 28 days vacation/year - and much more ### About Us The Quality Group (TQG) is an innovative provider of sports nutrition products, bringing together the successful brands **ESN**and **More Nutrition**since 2021. **ESN**has been the German market leader in sports nutrition since 2004, offering products like protein powders, bars, and supplements designed for ambitious fitness goals. Founded in 2017, **More Nutrition** focuses on healthy, reduced-sugar foods, providing solutions for conscious nutrition and weight management without compromise. TQG’s vision is to help people become the best version of themselves. With passion and innovation, the company develops high-quality products that promote health, performance, and joy in life. Its agile company culture and exciting career opportunities make TQG a strong partner not only for customers but also for employees. **This is us – The Quality Group – nice to meet you! Now it’s your turn!** We look forward to your application! Regardless of gender, age, background, or identity – what matters to us is who you are and what you bring to the table. Join our team and grow with us!