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

About us
For many, indulging sounds like a guilty conscience. 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.

Our customers say better than any advertisement whether this works: 4.94 out of 5 stars from over 3,500 reviews. In addition, there are messages that you need to take your time for — 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. Choosing less sugar is not 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. That's why we're looking for you.

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

Starting Situation
NaschNatur currently has no CRM team, no agency, and no established structure. Klaviyo is running, initial flows are in place — the rest is open. You are the first person to be responsible for this area and to build it from the ground up.
This means in the first few months: You do almost everything yourself. Build flows, create segments, schedule campaigns, set up WhatsApp, pull reports, evaluate tools. There is no one you can delegate implementation to. Hands-on is not a cliché in this role, but the job description — the strategy emerges during the building, not before.

Tasks

• You are responsible for our end-to-end email marketing in Klaviyo: 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, repurchase rates, lifecycle analyses — and derive concrete measures from them

Qualification

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 environment with high purchase frequency
• Confident handling of Klaviyo (or a comparable modern ESP) and numbers: Segmentation, attribution, cohorts are your tools
• Experience working with founders or brand owners: You elicit good copy instead of waiting for it — with clear briefings, realistic deadlines, and a calendar that sticks
• You have your own convictions about what good retention marketing looks like — and you also stand by them with the founders
• Ownership mentality: You want to be responsible for an area, not just complete tasks

Extra Bonus Points

• You can write yourself: The email copy comes from Andi, but whoever can test, shorten subject lines, and adapt WhatsApp messages to her tone will be significantly 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 an existing voice: 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 good, the role grows with it. We will 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 freedom to design
• Work location according to your preference: Office or Hybrid in Regensburg or Munich — Remote is possible

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