Senior Retention & CRM Manager (m/f/d) - Email Marketing (Klaviyo), WhatsApp & Loyalty Program · Full-time · Start: immediately · Office or Hybrid, Remote Possible

About us
Snacking sounds like a bad conscience for many. Not with us. NaschNatur makes chocolate, bars, and spreads that are sweetened exclusively with dates instead of industrial sugar or other sweeteners – organic, vegan, without additives, with ingredients you can pronounce – and turns them into sweets that simply taste really good.

Whether that works is better said by our customers than any advertisement: 4.94 out of 5 stars with over 3,500 reviews. In addition, there are messages that require time – pages long, and surprisingly often the word "life-changing" appears in them. People who have changed their sugar consumption and tell us what has changed for them as a result.

This is exactly where this role comes in. Those who choose less sugar don't make a one-time decision – but a new one every day. We want to accompany our customers on this journey: with emails and messages that arrive at the right time, that help instead of just selling, and that turn a good decision into a habit. For this, we are looking for you.

Your Mission
You turn first-time buyers into repeat customers. You are responsible for our CRM — flows, campaigns, segmentation — build WhatsApp as a new channel from scratch and develop our loyalty and referral program. Your north star metric: the repeat purchase rate.

Starting Situation
At NaschNatur, there has not yet been a CRM team, an agency, or a well-established structure. Klaviyo is running, initial flows are in place — the rest is open. You are the first person responsible for this area and will build it up from here.
This means in the first few months: You do almost everything yourself. Building flows, creating segments, scheduling campaigns, setting up WhatsApp, pulling reports, evaluating tools. There is no one to whom you can delegate implementation. Hands-on is not a buzzword in this role, but the job description — the strategy is developed while building, not before.

Tasks

• You are responsible for our email marketing in Klaviyo end-to-end: flows (welcome, post-purchase, win-back), campaigns, segmentation, A/B tests, deliverability
• You work closely with our founder Andi: She writes the copy for our emails, you turn them into campaigns and flows that reach the right people at the right time — including calendar, briefings, and approval process
• You build our WhatsApp channel: opt-in paths, automations, channel strategy — and integrate it cleanly with email instead of placing it alongside
• You develop and operate our loyalty program and our referral program
• You build our lifecycle logic across all channels: who receives which message when — and who consciously receives none
• You work data-driven: cohorts, repeat purchase rates, lifecycle analyses — and derive concrete measures from them

Qualifications

What you bring

• Several years of professional experience in CRM & Retention Marketing in e-commerce — you have demonstrably built and scaled flows and lifecycle programs yourself, not just supported them
• Ideally, experience in the FMCG/food sector with high purchase frequency
• Proficient in Klaviyo (or a comparable modern ESP) and with numbers: segmentation, attribution, cohorts are your tools
• Experience in working with founders or brand owners: You can extract good copy instead of waiting for it — with clear briefings, realistic deadlines, and a calendar that sticks
• You bring your own convictions about what good retention marketing looks like — and defend them to the founders
• Ownership mentality: You want to be responsible for an area, not just work through tasks

Extra points

• You can write yourself: The email copy comes from Andi, but those who can test, shorten subject lines, and adapt WhatsApp messages to her tone will be much faster
• Experience with WhatsApp marketing or other messaging channels
• Experience in building loyalty or referral programs

Benefits

What we offer

• Full responsibility for one of our most important growth levers — with direct visibility of your results
• A channel that you build from scratch (WhatsApp), instead of just managing existing ones
• A brand with a voice that already exists: You don't have to invent a tonality, you have a founder who writes
• Perspective Head of Retention & CRM: If the area grows and your numbers are right, the role grows with it. We discuss the criteria for this openly during the process, not just in the annual review
• Short paths, quick decisions, direct collaboration with the founding team and the Head of Growth
• Clear goals instead of micromanagement: 1 main KPI, weekly rhythm, a lot of creative freedom
• Work location according to your preference: Office or hybrid in Regensburg or Munich — remote is possible