Company: Lago
Romania | Full-time |
Role Overview / Mission
As Director of CRM & Retention, you will lead lifecycle marketing and customer loyalty efforts across various channels. Reporting to the VP of Marketing and managing an Email Marketing Specialist, this role focuses on designing and improving CRM campaigns, enhancing the customer experience after purchase, and using data to create effective segmentation and personalization. This role requires expertise in CRM, customer engagement, and retention strategies, with experience in managing tools, leading teams, and using analytics to achieve business growth.
Key Responsibilities
* Lead the planning, development, and execution of CRM campaigns with the brand team. Manage campaigns across email, SMS, push notifications, and in-app messaging to engage and retain customers.
* Collaborate across departments to design and implement a comprehensive post-purchase experience that adds value and improves customer retention beyond the core product.
* Manage and optimize customer engagement tools (e.g., Email Service Provider, Referral, Subscription) to drive effective customer interactions and results. Ensure tools meet business goals.
* Develop and implement a segmentation strategy by identifying key data points and understanding customer behavior. Integrate segmentation into CRM efforts for better personalization and targeted engagement.
* Conduct tests and analyze the performance of CRM campaigns to continuously improve tactics. Use data to make strategic decisions and improve CRM efforts.
* Manage the performance and operations of CRM channels, including execution, improvement, scalability, testing, and reporting, to support marketing efforts, retention, customer lifetime value, and business growth.
* Develop and implement CRM initiatives to improve customer experience across email, SMS, subscriptions, and e-commerce interactions. Focus on converting prospects, engaging non-subscribers, and retaining subscribers, prioritizing channel performance.
* Use customer data and insights to find opportunities for segmentation, personalization, and targeted actions. This includes building effective strategies and managing channel infrastructure, testing, and execution.
* Manage and improve the CRM technology stack, customer touchpoints, and e-commerce interactions. This involves managing tech partner relationships, implementing new tools, and ensuring smooth lifecycle marketing, retention capabilities, and operational scalability.
* Monitor, analyze, and report on CRM performance, including test results. Use this to refine channel operations, identify opportunities, and improve acquisition, retention, and overall business performance.
Required Qualifications / Skills
* 7+ years of experience in CRM, retention marketing, or customer lifecycle management within a Direct-to-Consumer (DTC) brand.
* Proven track record in multi-channel CRM execution (email, SMS, subscription touchpoints).
* Strong technical understanding of Email Service Providers (ESPs), cohort building, and data-driven customer segmentation.
* Proficiency in Klaviyo and experience with Shopify-based brands.
* Excellent analytical skills, with a data-driven approach to testing and optimizing customer retention strategies.
* Strong collaboration and communication skills across cross-functional, international teams.
Preferred / Nice-to-Have Skills
* Experience in fast-moving Consumer Packaged Goods (CPG).
* A practical, hands-on approach, comfortable in a fast-paced environment.
Location & Work Setup
This is a remote position based in Eastern Europe. The team operates globally, and work-life balance is valued.
Compensation & Benefits
The salary is competitive and open to negotiation based on experience. There is an opportunity to shape the role and grow with the company. The team is focused on using data to solve challenges and succeed in a changing market.
Application Process
All candidates will be asked to agree to Lago’s Confidentiality and Non-Circumvention Agreement as part of the recruitment process.
Posted: Oct 07, 2025