Location: Berlin, Germany (hybrid)
Reports to: D2C Lead
Scope: Vegavero and Wowtamins · D2C (Shopify)
About Vanatari
Vanatari is a House of Brands that builds and scales modern preventive health brands in Europe. Our brands combine science-backed products, strong digital capabilities, and distinctive brand building to serve consumers across multiple markets and channels. Our portfolio currently includes brands such as Vegavero and Wowtamins, with further expansion planned in the coming years. We operate in a fast-moving, highly international environment with a strong focus on operational excellence, scalability, and long-term brand building.
About the Role
We are looking for a Senior CRM Manager to build and own our in-house retention engine across both brands. Email and CRM are already our most efficient D2C channel, and we are now bringing the function in-house to turn retention into a real growth lever. You own Klaviyo end-to-end and build the lifecycle, segmentation and testing machine that grows repeat rate, LTV and CRM-attributed revenue across our brands.
You will report to the D2C Lead and work closely with the E-Commerce Managers who own each brand. Each brand has its own customers and growth priorities, so you shape a retention approach that fits both. This is a hands-on, high-autonomy role for someone who can set the strategy and still build the flows, segments and tests themselves.
What you will do
Lifecycle & Automation
• Own Klaviyo end-to-end for both brands: account setup, data feeds, flows, campaigns, templates
• Build and continuously optimise the core flows: welcome, post-purchase, replenishment, cross-sell, win-back, educational series
• Design lifecycle automation across the full customer journey, from first order to long-term retention
• Build the CRM function in-house with clear processes and SOPs
Segmentation & Personalisation
• Build segments based on purchase behaviour, product, activity and customer value
• Personalise content, offers and timing per segment and brand
• Protect deliverability and list health: sender reputation, sunset policies, consent management
Growth & Performance
• Grow repeat rate, LTV and CRM-attributed revenue per brand
• Drive profitable repeat purchases through lifecycle communication rather than discounts
• Grow and engage the subscriber base across both brands
• Run a structured testing programme: subject lines, offers, send times, frequency, journeys
Insights & Collaboration
• Report CRM revenue, repeat rate, LTV, list growth and deliverability clearly to the E-Commerce Managers and the D2C Lead
• Translate cohort and retention data from Klar into concrete actions on product, content and offers
• Partner with the E-Commerce Managers on the campaign and promo calendar, product launches and brand plans
• Build the CRM playbook so new markets and brands can launch without starting from scratch
What Success Looks Like
• CRM-attributed revenue and repeat rate growing for both brands, measured separately
• A retention engine that runs on automated flows and SOPs, not one-off campaigns
• A healthy, growing and engaged subscriber base
What we are looking for
Experience
• 5+ years in CRM, retention or lifecycle marketing in a D2C or e-commerce environment
• Proven track record of growing repeat rate, LTV and CRM-generated revenue
• Hands-on Klaviyo expertise is mandatory; Shopify experience is a strong plus
• Background in supplements, FMCG, food or a similar consumer category is a plus
Skills
• Deep understanding of lifecycle automation, segmentation, personalisation and deliverability
• Hands-on experience with AI/agentic automations related to CRM
• Strong command of CRM metrics: cohorts, repeat rate, LTV, CRM revenue, contribution margin
• Testing and performance mindset: hypothesis, test, scale
• Comfortable with analytics tools (Klar or similar) and basic data handling
• Fluent in English, fluency in German and or Italian are a strong plus
Why join Vanatari
• Be part of a fast-growing European consumer health platform
• Build the retention engine from scratch instead of inheriting legacy process
• Own CRM for two brands with clearly different growth stories
• High ownership and impact from day one, direct access to leadership
• A flat, entrepreneurial environment with a clear path toward leading the CRM function
• Based in Berlin with a hybrid work model
